The data: While GLP-1s for weight loss are costly, many users are willing to make financial sacrifices to stay on them.

Firstly, the cost barrier to GLP-1s is significant: 51% of current GLP-1 users have considered stopping the drugs because of cost, according to a July survey of 1,065 adults including 401 current or lapsed GLP-1 users and 380 considering use by telehealth provider Trimi.

But at the same time, nearly the same amount of GLP-1 users would rather sacrifice elsewhere than give up the drugs: 48% would rather pause savings or retirement contributions, and 44% would take on debt rather than postpone treatment or lose progress, per Trimi. Among current and aspirational users, 30% would give up a major purchase for a year, and 23% would forgo a dream vacation in order to stay on or start treatment.

Some are even taking drastic members to maintain GLP-1 use: 26% of users have taken a lower dose than prescribed or paused treatment to save money in an effort to stay on treatment. Another 19% bought from a cheaper or unverified source, while 13% financed their prescription.

Why it matters: Weight loss GLP-1 drugs aren't just another medical prescription for many users. They’re medications that drive broader lifestyle improvements. Nearly all (97%) of GLP-1 users report at least one benefit beyond weight loss, including improved body image (35%) and increased confidence (27%), according to a February Health survey.

GLP-1 users aren't alone in placing broader personal and professional value on weight loss. More than half (51%) of US consumers who want to lose weight in 2026 expect it to boost their confidence at work, 48% think it will make them look more professional, and 23% say it could improve their job or promotion prospects, according to a December Sunlight.com survey.

Implications for pharma and telehealth companies: GLP-1 users’ willingness to restructure their budgets to stay on treatment underscores the strength of demand despite high costs. But those trade-offs shouldn't be mistaken for affordability. Even among current and prospective GLP-1 users making those sacrifices, nearly two-thirds (64%) say the drugs would need to cost $100 a month or less to feel affordable.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Not a subscriber? Click here to get a demo of our full platform and coverage.