GLP-1 users reshape consumer spending habits across America

The rapid rise of GLP-1 medication use is reshaping U.S. consumer behavior and the retail landscape. Circana says GLP-1 users represent 23% of households in the United States and are projected to drive 35% of food and beverage sales by 2030. GLP-1 users are buying more protein-, fiber-, and healthy-fat-rich products while reducing purchases of sugary and high-carb items. They spend less on retail food and beverages but more at restaurants and outspend non-users. “Our research shows shopper priorities are evolving quickly and dramatically,” says Circana Global Executive Vice President Sally Lyons Wyatt. “It’s vital for retailers and manufacturers to pay close attention to these trends.”