Circana Growth Insights

#170 - Revolutionizing Weight Loss: The Impact of GLP-1 Medications on Consumer Behavior

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The impact of GLP-1 (glucagon-like peptide 1) usage for weight loss on the CPG food and beverage, nonfood, and other industries is just beginning. It’s going to influence product innovation, store assortments, consumer engagement, and more. Sally Lyons Wyatt discusses groundbreaking research on GLP-1 use for weight loss, including how users shift their purchase habits while using the medication and after they stop taking it. 

  • GLP-1 users generally purchase more than nonusers, with notable shifts in purchases among weight loss users. For example, categories like gum and breath mints help with a side effect of bad breath, while an uptick in tea purchases is tied to soothing an upset stomach.
  • Categories such as frozen foods decreased in sales during usage of GLP-1s. Sales of recommended foods, including vegetables, eggs, and nuts, increased.
  • The ripple effects of GLP-1 usage go far beyond CPG to include wearable technologies such as fitness trackers, apparel, beauty products, beverageware, and more.
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