Chicago, IL—Circana's latest report offers an in-depth look at the impact glucagon-like peptide-1 (GLP-1) medications are having on consumer spending. The Ripple Effect of GLP-1s, Today and In the Future:
- examines the altered food purchasing habits both in and out of the home exhibited by consumers on GLP-1 medications;
- explains how changes in purchases are directly impacting the category's growth;
- shows how industries beyond food and beverage, including beauty, wellness, and pharmaceuticals can refine their innovation pipelines to focus on personalized solutions and create marketing targeted at consumers focused on their health and wellness journeys.
The data reveals that during the first 90 days of use, GLP-1 users made fewer food and beverage purchases. By the end of the first year, they had returned closer to benchmark levels. Additional insights found in the report:
- At grocery retail, GLP-1 weight loss users spend more on foods that support GLP-1 balance and less on spicy foods, fatty proteins, beverages with added sugar, general products they’re recommended to avoid.
- While dining out, GLP-1 users spend more on quick-service restaurants, but shift toward grocery foodservice, casual dining and midscale restaurants during the first year.
- High-protein, ready-to-eat meals and portion-controlled snack categories are well-positioned to meet the needs of GLP-1 users, showing potential for growth.
- Beyond food and beverage, industries including beauty, wellness and pharmaceuticals have opportunities to explore cross-sector collaborations to cater to this demographic.
“A deeper understanding of GLP-1 medications and their roles in weight loss has unlocked new opportunities to enhance the food, beverage, and nonfood products that support consumers’ overall well-being,” said Sally Lyons Wyatt, Global Executive Vice President and Chief dvisor, Circana. “As accessibility, availability, and affordability of these medications improve, it will become critical for companies to develop strategies that support consumers on their health journeys. For consumers needing help with getting to optimal GLP-1 levels, working with a medical professional to determine the right mix of medications, supplements, and/or CPG products will remain vital in managing their health over the long term.”
The information provided by the research can prove to be key for industry leaders looking for a sense of direction to develop new personalized products and services that cater to consumers' sustainable lifestyle changes and long-term weight management success. Brands can better position themselves to take advantage of the emerging growth opportunities within traditional and emerging product sectors by meeting the specific needs of GLP-1 users which includes leaning towards protein, vegetables, and fruits instead of sugar, carb, and sodium heavy items.
An on demand webinar is available on the company's website further explaining Circana's latest research.
