The data: GLP-1 users are recalibrating spending to accommodate their changing bodies and consumption habits, according to a PwC report.

• Households with GLP-1 users have reduced grocery spending by 5.5% as they cut back on snacks, sugary drinks, and alcohol.
• That’s been more than offset by an increase in apparel spending, which rises 9.9% after 6 to 8 months of drug usage.

The big picture: Roughly 1 in 5 US households (21%) currently includes a GLP-1 user, more than double the rate in January 2025, per PwC. Adoption is likely to rise swiftly as the drugs become more accessible: Medicare will begin covering weight-loss drugs this week for a pilot period of 18 months, making them vastly more affordable for 70 million Americans. At the same time, prescriptions for weight-loss pills are soaring thanks to their friendlier price point and ease of use.

Given the diminishing barriers to entry, potential demand is building: Over one-quarter of consumers—28%—are open to using the drugs, according to an Attest survey, bringing the total proportion of Americans who have used or are interested in taking GLP-1s past 50% of the population. Consumers are also staying on the drugs longer, with 54% of users surveyed by PwC in 2026 having been on GLP-1s for over a year, compared with 38% in 2024.

Implications for retail: In the short term, rising GLP-1 use offers both opportunity and risk to companies.

The fashion industry is benefiting from users’ need for new wardrobes as well as rising body confidence.

• Over half (55%) of active GLP-1 users report buying clothing or footwear, while 80% anticipate requiring new apparel due to size changes, per Circana.
• What those consumers put in their baskets is also changing, with increased purchases of activewear and denim pointing to broader lifestyle shifts as well as evolving personal styles.
• Some shoppers are waiting until they reach the end point of their weight-loss journeys before buying new clothes, while others are trading up to higher-quality, pricier brands—creating an opportunity for more upmarket companies to win customers.

But the outlook is more complex for the grocery and restaurant industries. On the one hand, the protein craze creates an opportunity for companies to upcharge health-conscious customers for add-ons and “better for you” products. But GLP-1 users are consuming less snacks, alcohol, sugary drinks, and restaurant meals—complicating businesses’ growth tactics. Nearly half of US adults on GLP-1s say they have pulled back on takeout or restaurant visits, according to the National Restaurant Association, adding to the industry’s existing challenges. Strategies like offering smaller portions could help lure these consumers despite possible margin tradeoffs.