The data: Nearly 80% of GLP-1 users report physical and mental changes beyond weight loss, including to their skin (79%), hair (79%), facial appearance (79%), muscle strength (79%), and food-related anxiety (75%), according to a Fluent Research survey of nearly 83,000 GLP-1 users, with data collected through early October and shared with EMARKETER. For context, skin changes include dryness, texture, and elasticity; hair changes involve shedding or thinning; and facial changes include volume loss or sagging.

The physical and emotional impacts of GLP-1 therapy develop quickly. Among GLP-1 users reporting changes, 70% notice physical impacts and 66% notice emotional ones within the first three months of treatment.

Why it matters: As GLP-1 use accelerates, patients are experiencing serious physical and psychological shifts beyond the standard side effects of GLP-1 medications like nausea and vomiting.

Physical changes can complicate how GLP-1 users measure success. Unintended effects like “Ozempic face,” which is marked by rapid facial fat loss and sagging skin, and hair thinning create new cosmetic challenges even as patients reach their weight goals. For instance, GLP-1 users are increasingly seeking cosmetic facial treatments to address sagging skin.

Meanwhile, research shows that lean body mass accounts for 15% to 40% of the total GLP-1 weight loss, raising clinical concerns over muscle preservation. This disproportionately affects older adults, who are already vulnerable to age-related muscle loss and will soon become a much bigger part of the GLP-1 patient population following expanded Medicare coverage.

GLP-1 treatment also complicates patients’ relationship with food. Some 49% of GLP-1 users report eating smaller portions, while 20% snack less, per Fluent’s data. Reduced appetite and changes in food cravings can provide relief for patients who previously struggled with persistent thoughts about eating. At the same time, GLP-1 treatment can also introduce new concerns around food intake, body image, and social eating.

Implications for GLP-1 drugmakers and telehealth companies: As GLP-1s become a routine part of obesity treatment, a successful patient experience must be measured beyond pounds lost.

Patients may overlook lengthy lists of side effects, making education about lesser-known potential adverse reactions important before treatment begins. Because many changes emerge within the first few months, early guidance can help patients anticipate what to expect rather than be caught off guard. Drugmakers should equip telehealth partners and HCPs with guidance on proactive patient education, symptom tracking, specialist referrals, and OTC products that may help manage certain changes, rather than waiting for patients to raise concerns.

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