Key stat: 11% of US adults currently use a GLP-1 medication, up from just 3% two years earlier, according to a July report from Gallup.

Beyond the chart:

• That growth is already rewiring household budgets. Households with a GLP-1 user have cut grocery spending by 5.5% while raising apparel spending by 9.9% after six to eight months on the drug, according to PwC.
• Meanwhile, the pullback hits some aisles harder than others. Within six months of starting treatment, users cut spending on chips and savory snacks by 11.5%, sweet bakery items by 8.5%, and cookies by 7%, according to McKinsey.

Use this chart: Drop this in your 2027 planning deck to argue GLP-1 users are a core audience, not a niche. Show it to category teams still treating these drugs as a health story. Use the three-year slope to justify a dedicated segment, then pair it with the spending shifts above to size the opportunity.

Related EMARKETER reports:

• GLP-1 Marketing 2026 (EMARKETER subscription required)
• Top Trends to Watch in 2026: August Update (EMARKETER subscription required)

Methodology: Data is from the July 2026 Gallup "National Health and Well-Being Index." 5,065 US adults ages 18+ were surveyed during May 28-June 5, 2026. The samples were weighted to correct for nonresponse; demographic weighting targets were based on the most recent Current Population Survey figures for the 18+ US population. The margin of sampling error is ±1.5 percentage points at the 95% confidence level.