The data: 85% of GLP-1 users say available support services are lacking, leaving them to navigate medication use through a fragmented mix of information, tools, and services, according to a May PwC survey of current, former, and prospective users.

Among current users, 27% rely on family or friends who are also GLP-1 users, 23% turn to general health websites, 16% use pharma websites or patient resources, and 15% seek information on social media. Nearly one-quarter (24%) say they're mostly figuring out GLP-1 lifestyle changes on their own.

Why it matters: GLP-1 users are a rapidly growing consumer segment, but the support system hasn't kept pace. About 21% of US households now include a current GLP-1 user, up from just 9% in January 2025, according to PwC. Yet 77% of current users say wellness platforms including digital apps, subscriptions, and connected services don’t adequately help them manage fitness, nutrition, and overall well-being. This is important because GLP-1 use often involves changes to diet, exercise, muscle preservation, and mental health that require ongoing support.

Beyond affordability, cited by 36% of users as the top need, GLP-1 patients are looking for practical support and guidance:

• 22% want clear, trustworthy information about what is medically sound.
• 21% want all-in-one medication and lifestyle support solutions.
• 20% want muscle-focused fitness programs.
• 19% want GLP-1-specific nutrition and supplement guidance.
• 17% want help transitioning from weight loss to maintenance.
• 13% want mental health or emotional support tailored to the GLP-1 experience.

Implications for pharma and health and wellness brands: For pharma, the opportunity is to make patient support programs easier to find and use, while also connecting patients to vetted resources beyond the prescription. That includes improving access to clear education about treatment, side effects, and long-term management, while using partnerships or referrals to address broader needs such as nutrition, fitness, and mental health.

For health and wellness brands, GLP-1 users represent a growing, highly engaged audience that is seeking guidance throughout treatment. The opportunity is to move beyond generic weight loss messaging with GLP-1-aware offerings, from muscle-focused fitness programs to nutrition, supplements, and digital health and wellness tools. Brands that make those choices easier to navigate, especially within a single connected app or platform, are more likely to win over consumers.

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