CHICAGO — Consumers using GLP-1 medications are shifting spending across grocery, drug, and mass retail stores. This creates opportunities in nutrition, self-care, and general merchandise, even as food purchases decline, according to Circana.
The findings challenge the idea that smaller appetites lead to reduced retail spending. Households using these medications continue to outspend non-user households, though their purchasing patterns change over time, Circana executives said during a recent webinar.
Circana’s September receipt-panel survey found that 30% of U.S. households reported a current GLP-1 user, and 37% reported some experience with the medications. These figures reflect household-level data, including purchases for family members, not just individual use.
Before treatment, GLP-1 households spent about 8% more on packaged food and beverages than non-user households. Their spending index dropped by about 2.5 points in the first year and stayed roughly two points below baseline in year two.
These changes reflect spending relative to non-user households, not absolute sales declines. Even after these shifts, GLP-1 households continued to outspend non-users.
“It’s really a story of reallocation of spend,” said Daniel Joyner, a consultant for consumer and shopper insights at Circana.
Portable protein products are clear beneficiaries. Jerky, dried meat snacks, nutritional bars, and meat-and-cheese lunch kits saw sustained spending gains into the second year. Weight-control and nutritional beverages also increased, while soup and refrigerated packaged lunches benefited from demand for convenient, manageable portions.
Indulgent categories have remained resilient. Candy and frozen desserts initially declined, but spending surpassed pretreatment levels after six months and continued to grow into year two. This trend suggests opportunities for smaller portions that match changing appetites.
Health-oriented categories do not benefit uniformly. Salad and leafy-green spending weakened, while some early seafood gains faded by the second year, underscoring the importance of preparation, format and convenience alongside nutritional content.
Drug stores stood out among retail channels. Their spending index rose 2.7 points in year one and 6.6 points in year two, while grocery registered a one-point decline by the second year.
Gastrointestinal remedies saw sustained gains, along with increased spending on protein shakes, powders, and meal replacements. Circana identified opportunities to link nutrition, digestive care, hydration, and other wellness needs through merchandising and pharmacy partnerships.
For mass merchants, opportunities extend beyond consumables. General merchandise spending, already about 10% higher among GLP-1 households before treatment, increased further in both years. Apparel sales rose as consumers adjusted to size changes, and wearable technology, recreation products, and home accessories also gained.
Beauty spending remained relatively stable in year one. Makeup and hair accessories gained, while fragrance declined.
Sally Lyons Wyatt, Circana’s global executive vice president and chief advisor for consumer goods and foodservice insights, encouraged retailers to support evolving shopper needs. She cited Walgreens’ approach, which links education with nutrition, vitamins, digestive concerns, and hair thinning, as well as online resources and product collections at Walmart and Target.
The broader implication is that retailers need assortments, information, and services that adapt as consumers’ routines change during treatment.
