GLP-1 Drugs Transform American Food Purchasing Habits

A significant shift in food purchasing habits among Americans is being driven by the rising popularity of GLP-1 receptor agonist medications, such as Ozempic. Research from Cornell University reveals that these weight-loss drugs are reshaping consumer behavior in grocery and restaurant settings. The study, which utilized transaction records from Numerator, a market analysis firm, provides a detailed look into how households adapt their spending and dietary choices in response to these medications.

The research analyzed transaction data from approximately 150,000 US households, correlating it with survey responses about the use of GLP-1 drugs. The findings indicate that households using these medications reduced their grocery spending by an average of 5.3% within six months of starting treatment. Notably, households with higher incomes experienced an even steeper decline, spending 8% less on groceries. Fast-food outlets and specialized eateries also reported an 8% drop in sales, reflecting broader changes in consumer preferences.

Changing Eating Patterns and Grocery Dynamics

According to Sylvia Hristakeva from the Cornell SC Johnson College of Business, the data demonstrates significant alterations in food purchasing following the adoption of GLP-1 medications. “After discontinuation, the effects become smaller and harder to distinguish from pre-adoption spending patterns,” she stated.

The decline in grocery spending was not uniform across all categories. Ultra-processed foods and calorie-dense snacks saw the most significant reductions, with sales of sweets and savory snacks dropping by around 10%. Interestingly, staples such as eggs and meat also witnessed decreased sales. Conversely, some products experienced increased popularity, with yogurt showing the most remarkable growth during the study period. Fresh fruits, nutritional bars, and meat-based snacks also gained traction among consumers using GLP-1 medications.

Hristakeva emphasized that “the main pattern is a reduction in overall food purchases. Only a small number of categories show increases, and those increases are modest relative to the overall decline.”

As the adoption of GLP-1 medications continues to rise, the number of US households with at least one member on such a drug increased from 11% in late 2023 to over 16% by mid-2024. The research also revealed that about one-third of those surveyed stopped taking GLP-1 medications during the study, and their purchasing habits reverted to pre-medication patterns, indicating a return to higher consumption of less healthy foods.

Implications for the Food Industry

The implications of these shifts extend beyond individual households, as researchers predict that by 2035, 24 million Americans will be using GLP-1 medications. Food manufacturers are already adapting to this changing landscape, with companies like Conagra Brands labeling products as “GLP-1 Friendly” on their packaging, despite not altering the recipes of their frozen meals.

“Clearly, we believe this is going to be a time of disruption,” noted Justin Shimek, CEO of food innovation firm Mattson, which works with major brands including PepsiCo and McDonald’s. The research from Mattson indicates that GLP-1 users are consuming 66% less soda and alcohol, with 93% opting for smaller meals. Additionally, more than 60% of respondents reported thinking about food less frequently.