Key stat: 56% of US GLP-1 users who are trading up to premium food and beverages say it's because they eat less overall, so they can afford higher-quality food, according to a November survey from The New Consumer and Coefficient Capital.

Beyond the chart:

• The premium trade-up doesn't rescue the total basket. Households with a GLP-1 user have cut grocery spending by 5.5% as they pull back on snacks, sugary drinks, and alcohol, according to PwC, with apparel spending picking up the slack instead.
• Within what's left of the basket, though, these shoppers will pay for benefits. Some 80% of consumers on anti-obesity medications say they will spend more on food and beverages that deliver added health benefits, according to ADM.

Use this chart: Drop this in your category review when someone frames GLP-1s as a pure volume problem. Fewer units doesn't mean fewer dollars per unit. Show it to pricing and assortment teams before they discount their way through the shift, and use it to defend premium tiers in your 2027 plan.

Related EMARKETER reports:

• The Health and Wellness Market 2026 (EMARKETER subscription required)
• Generational Shopping Trends 2026 (EMARKETER subscription required)

Methodology: Data is from the July 2026 The New Consumer and Coefficient Capital survey titled "Consumer Trends 2026" conducted by Toluna. 3,000+ US consumers were surveyed during November 2025.