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Research continues to show users of GLP-1 drugs such as Ozempic, Wegovy, and Mounjaro are cutting back on processed foods, but food makers still largely see minimal impact from the weight-loss drug craze.
Among the recent studies, Cornell University and Numerator research released in December found that households with at least one member on a GLP-1 drug saw a drop in grocery spending by 5.5% within six months of starting the medication, with higher-income households reducing spending by 8.6%.
The declines were driven by “large decreases in purchases of calorie-dense, processed items,” with notable decreases in sweet and salty foods and snacks. The declines were only partly offset by a “modest” increase in spending on fresh produce and yogurt.
Researcher advised, “Companies will likely reconsider product formulations, portion sizes, and packaging strategies, as consumers on GLP-1 medications are expected to favor smaller portions and convenient, nutrient-dense options such as single-serving or portion-controlled items like fresh produce, yogurt, and nutrition bars.”
A study from PwC released last October found that, on average, GLP-1 users spent about 11% less on most food categories, with the biggest cutbacks in sweet and salty snacks and baked goods. Among GLP-1 users surveyed, 56% indicated they made healthier food choices during treatment, 47% ate smaller portions, and 29% reduced binge eating and drinking.
The survey also found that 8% to 10% of Americans are currently taking GLP-1s, while 30% to 35% are interested in using them. PwC advised, “Promotion of ‘functional’ food by clearly communicating nutritional or other health benefits will be more important than ever.”
A just-released Acosta Group study found that 84% of GLP-1 users have been satisfied overall with their weight-loss results. GLP-1 users showed increased interest in produce, chicken, unsweetened waters and seltzers, protein/nutrition bars, and yogurts.
Jami McDermid, president of CROSSMARK Sales Agency, a division of Acosta, said, "As use of this medication is extended and expanded for weight loss and other health advocacy, there is an opportunity to do much more, including product development, packaging, online and in-store merchandising, education, and promotion."
Recent articles in Bloomberg and the New York Times note that many food industry giants are introducing meals marketed toward the GLP-1 community, including calling out nutritional values and protein aligned to weight-loss goals. However, many publicly continue to downplay the disruption from GLP-1 drugs.
At the Consumer Analyst Group of New York (CAGNY), Dirk Van de Put, CEO of Mondelez International, predicted that GLP-1 drugs will only impact 1% to 1.5% of Mondelez’s volume in 10 years, with insurance coverage and affordability slowing adoption. He said, according to Food Business News, “The evolution will be slow, and we will have time to react to it like we have had to deal with a lot of different things like trans fats. We’ll adapt.”