GLP-1 Drugs and Food Spending
I've been having a lot of conversations about changing consumer preferences, and GLP-1's role in it. Here are some facts, and a bit of my perspective to snack on…
GLP-1 drugs aren’t just changing bodies—they’re reshaping baskets, budgets, and brands. The signals are now louder than the noise, and the implications for retail and food brands are real. Three shifts stand out:
Food consumption is down—and not just the items you think. GLP-1 users reduce their grocery spend by 5.5% on average, with high-income households cutting even more. But this isn’t just about chips and cookies. Total consumption—including “better-for-you” categories—is falling too. Less craving means less shopping, period.
Restaurants are feeling it too. Food-away-from-home spending is down 8.6%, and visit frequency is declining. Fast food, coffee chains, and QSRs are getting hit hardest. And the impact is most pronounced among lower-income and diabetic guests.
Retailers and brands need to rethink the whole game. Bulk-buy formats may be under threat. “GLP-1 friendly” cues may become the next front in food labeling. And we could see seasonal shifts in demand tied to weddings, holidays, summer, and beyond. For marketers, the opportunity is in re-framing satisfaction, not just satiety. This isn’t just a diet trend—it’s a structural shift in demand. One that calls for commercial creativity, strategic empathy, and maybe some smaller portion sizes.