GLP-1 medications aren’t just changing waistlines, they’re reshaping the way people eat, shop, and spend. As these drugs gain traction for weight-loss, beyond their original use for diabetes care drugs, retailers, and CPG brands need to get ahead of the curve. What happens when millions of consumers suddenly eat less, crave different foods, and rethink their go-to grocery list? A lot.

A growing audience with changing habits

GLP-1s are exploding in popularity. Cedars-Sinai Medical Center tracked a whopping 1 million first-time GLP-1 prescriptions between 2011 and 2023. Even more eye-opening? Roughly 44 million U.S. adults have tried one of these drugs. And with our research at Reach3 Insights, conducted in 2024, showing that 35% of consumers say they’re interested in these drugs, the market is set to keep expanding.

Our study, which used a conversational research approach, further highlights how GLP-1s are influencing consumer behavior. Among those already using GLP-1s, the primary motivations include managing blood sugar (50%), addressing specific health conditions (49%), losing weight (49%), and suppressing appetite (26%). But here’s where it gets interesting: the way current users behave isn’t always how potential users think they’ll behave.

The reality vs. expectations gap

People eyeing GLP-1s often see them as a magic bullet for weight loss (78%), but current users know there’s more to it. Yes, 62% of them take GLP-1s for weight loss, but they also report surprising lifestyle shifts. More than half (56%) feel full faster, while only 35% of potential users expect that.

Similarly, 56% of users naturally eat smaller portions, but just 41% of potential users predict that outcome. And while 44% of potential users hope to crave less junk food, only 35% of current users say that’s been their reality.

What this means for retailers and brands

Our data also shows some interesting trends that can translate into real impact for food brands, grocers, and restaurants. GLP-1 users are actively changing their shopping and dining habits:

• 27% opt for more low- or no-sugar beverages, compared to 19% of potential users.
• 24% eat out at restaurants less often, while just 9% of potential users expect to cut back.
• 23% are buying fewer packaged snacks, versus 16% of potential users.
• 32% are scaling back quick-service restaurant (QSR) visits, compared to 18% of potential users.

For retailers and CPG brands, this is both a challenge and an opportunity. If consumers are eating less overall, traditional volume-driven sales strategies may need a rethink. Smaller portion sizes, high-protein or high-fiber options, and better-for-you snack innovations could resonate more. Expect demand for sugar-free drinks, low-carb foods, and nutrient-dense products to rise as the population taking GLP-1s rises.

Understanding the why: the role of modern consumer research methods

Recognizing that GLP-1s are impacting shopping behavior is one thing—understanding why is another. Traditional survey methods struggle to capture the complexity behind consumer decisions. People aren’t just buying fewer snacks or skipping fast food; they’re reevaluating their habits in ways that aren’t always predictable or easy to articulate. This is where new methods come in that can help uncover underlying latent behavioral drivers. One method where retail and CPG brands have seen success is AI-accelerated, conversational research.

By using immersive, in-the-moment mobile chat-based research methods, brands can get real-time, in-depth insights into how consumers are adjusting their behaviors based on current trends, such as the quick rise in GLP-1 usage. Unlike static email-based online surveys, which are heavily reliant on recall and often miss the nuance behind decision-making, conversational research allows for a more natural, dynamic exchange. It helps brands uncover not just what consumers are doing differently, but why they’re making those changes - using a unique mix of quantitative, qualitative and video-based data capture.

Traditional survey methods struggle to capture the complexity behind consumer decisions.

For example, are GLP-1 users opting for fewer packaged snacks because of appetite suppression, concerns about ingredients, or a shift toward whole foods? Are they dining out less because portion sizes feel excessive, or because they’re becoming more selective about what they eat? These are the kinds of insights that can shape product development, marketing strategies, and retail experiences in meaningful ways.

Adapting to the GLP-1 era

The bottom line? Whether brands like it or not, GLP-1s are creating a new kind of consumer — one who’s eating out less, making more mindful grocery choices, and changing their consumption habits in ways that will impact the entire food industry. Companies that pivot now, adapting their product lines and marketing strategies to meet these shifts, will be ahead of the game.

Retail isn’t just about what’s in the cart anymore, it’s about what’s not in it, too. And for food brands, understanding this new consumer mindset could mean the difference between thriving and getting left behind. With smarter, more immersive research methods, companies can stay ahead of the trends instead of playing catch-up.