The statistic: Households with GLP-1 users could account for 35% of food and beverage sales by 2030, up from 23% today, per Circana.

Why it matters: Rising GLP-1 usage is reshaping grocery spending, with profound implications for foodmakers and grocers.

• Consumers are changing what they buy. GLP-1 users are buying fewer products that are high in sugar and carbohydrates, and moving toward items that are low in sugar but high in protein, fiber, and healthy fats.
• GLP-1 users buy fewer units, but spend more than non-users. That could be due to spending more on healthier foods and supplements, like protein shakes and produce. A separate report from ADM found that 80% of consumers taking anti-obesity medications like GLP-1s are willing to spend more on food and beverage products that offer additional health benefits.
• Some habits are sustained even after GLP-1 use stops. Consumers continue to purchase more produce and personal care products after going off the medication, according to the Circana report. However, other behaviors tend to revert, with purchases of beverages and refrigerated and frozen food items recovering post-medication.

The big picture: As GLP-1s grow more accessible—thanks to microdosing, efforts to make the drugs more affordable, and the pending release of a weight-loss pill—their impact will be more deeply felt beyond food to sectors including apparel, wellness, beauty, and restaurants.

• GLP-1s are already moving the apparel size curve downward, forcing clothing brands to rethink their merchandising tactics.
• Beauty brands are benefiting as consumers look for products that restore nutrients, address issues like “Ozempic face,” and splurge on makeup, fragrance, and haircare as weight loss boosts their confidence.
• Somewhat counterintuitively, GLP-1 users are spending more on restaurants even as they buy less at the grocery store, suggesting that they’re more inclined to invest in experiences.