CHICAGO – Consumers taking GLP-1 medications are adjusting their purchasing habits over time rather than permanently cutting spending, according to new Circana research highlighting shifting demand across food, beverages, apparel and other retail categories.
The report, GLP-1 Unlocked: The Next Phase of Consumer and Retail Transformation, found that 37% of surveyed U.S. households have at least one member who has used GLP-1 medications, up from 17% in 2024. Thirty percent reported having a current user.
The findings suggest that the initial changes in consumer spending linked to GLP-1 treatment may moderate over time, creating new opportunities for retailers and consumer goods manufacturers.
“The biggest misconception about GLP-1 consumers is that they will always buy less,” said Sally Lyons Wyatt, global chief advisor at Circana. “What we’re seeing is a consumer reset. Consumers initially change what, where and how they buy, but their needs continue to evolve throughout the journey.”
Restaurant spending among GLP-1 households recovered to nearly its pre-treatment baseline in the second year of treatment, after declining in the first year. Retail food and beverage spending followed a different trajectory, remaining below its pre-treatment baseline relative to non-user households.
Indulgent categories also showed signs of recovery. By the second year of treatment, candy and frozen dessert spending indices had risen 5.7 and 5.3 points, respectively, above their pre-treatment baselines.
Circana noted that these figures measure spending relative to households that have never used GLP-1 medications and do not reflect percentage increases in actual household spending.
Changes in purchasing behavior extend beyond grocery aisles. Among households with a current GLP-1 user, 43% reported buying clothing or footwear due to GLP-1 use in the previous three months, 24% purchased a health device or wearable, and 21% bought medication to address side effects.
Apparel spending gained momentum as treatment progressed, with its index climbing 6.4 points above its pre-treatment baseline in the second year. Wearable and health technology spending showed an even larger shift, reaching 15.2 points above baseline.
The findings underscore the importance of tracking consumer behavior throughout treatment, rather than relying on purchasing trends observed in the initial months of GLP-1 use.
Circana also identified opportunities tied to consumers restarting treatment. Among surveyed households with prior GLP-1 users, 48% said they were at least somewhat likely to resume treatment within the next year.
Looking ahead, Circana projects that GLP-1 households could account for 40% of U.S. food and beverage units purchased and 41% of non-food units by 2030, assuming continued adoption and current spending trends.
The research combines Circana’s 2026 GLP-1 household survey with omnichannel purchase data collected from August 2023 to July 2026.
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