Is GLP-1 reshaping consumer behavior? Discover Suzy’s game-changing insights to elevate your brand and drive innovation!

By: Amy Frankenthaler, Customer Success Manager

I grew up in a world obsessed with being thin.

The late ‘90s and early ’00s were peak diet culture—stick-thin models ruled the runways, tabloids shamed celebrities for the slightest weight gain, and “The Biggest Loser” turned weight loss into a public spectacle. 100-calorie snack packs were everywhere, Weight Watchers was a goldmine, and the message was clear: skinny = success.

And yet? Obesity rates kept climbing.

Fast forward to today, and we’re in a new era of weight loss—one that doesn’t require juice cleanses or counting carbs.

Welcome to GLP-1 Nation. The United States of GLP-1.

Four years post-pandemic, health and wellness awareness is at an all-time high. People want to feel good, look good, and take control of their health. And right on cue, a diabetes drug got a new weight-loss indication—changing everything.

Ozempic. Wegovy. Zepbound. The game has officially changed.

This isn’t just about weight loss—it’s an economic shift. Consumers are eating differently, shopping differently, spending differently.

• Grocery carts are shrinking.
• Restaurants are feeling the impact.
• Retailers are scrambling to adapt.

The question isn’t if your brand will be affected. It’s how fast—and how much.

This is THE consumer behavior shift of the decade—and brands that ignore it? They’ll be left behind.

So, what does this mean for your industry? And how can you stay ahead of the GLP-1 revolution?

GLP-1 Users Are Buying Less—And Buying Smarter

GLP-1 users aren’t just losing weight—they’re losing interest in food.

A study found that households with a GLP-1 user cut grocery spending by 6%—and in high-income households, that number jumps to 9%.

The biggest losers?

• Snacks (-11%)
• Sugary drinks (-30%)
• Alcohol (-20%)

Consumers are literally spending less on food, and major retailers are feeling the squeeze. Walmart CEO Doug McMillon admitted that GLP-1s are putting “margin pressure” on food sales.

But while spending overall is shrinking, some categories are thriving.

Winners & Losers: The Food Industry Shake-Up

The biggest winners in the GLP-1 economy?

• Fresh produce & lean proteins: Consumers are shifting away from processed foods and prioritizing whole, nutrient-dense options.
• High-protein, portion-controlled frozen meals: Nestlé (Vital Pursuit), Abbott (Protality), and Conagra (Healthy Choice On Track) are leading the charge with GLP-1-friendly meals.
• Gut health & functional foods: The frozen food market has seen a 33% increase in sales of probiotic and nutrient-dense options over the last three years.
• Surge in yogurt sales: Due to the need of high protein and portion controlled snacks for GLP-1 users and post GLP-1 usage, yogurt sales have skyrocketed. Danone North America is even saying that this is a trend that is here to stay!

Meanwhile, processed snacks, sugary cereals, and high-carb foods are getting left behind.

This is not just a temporary trend—this is a fundamental shift in what consumers want from food brands.

Retailers Are Seeing a Shift in Shopping Behavior

GLP-1 users aren’t just changing what they buy—they’re changing where they shop.

• Club stores (Costco, Sam’s Club) are winning as GLP-1 consumers buy bulk proteins and high-quality prepared meals.
• E-commerce is gaining traction, with more consumers ordering high-protein, portion-controlled foods online.
• Traditional grocery and convenience stores are seeing spending declines as GLP-1 users shop more intentionally.

This presents a huge opportunity for brands to rethink retail partnerships (prioritizing club stores and e-commerce), packaging sizes (single-serve, high-protein, and meal-kit formats), and in-store merchandising (highlighting protein, fiber, and functional foods).

Telehealth & Compounded GLP-1s Are Disrupting Big Pharma

While GLP-1s are wildly popular, not everyone can afford them. Injections can cost up to $1,349 per month, making affordability a major barrier. That’s why telehealth brands like Hims & Hers are offering $199/month compounded semaglutide, taking direct aim at Big Pharma.

But here’s the catch: Compounded GLP-1s aren’t FDA-approved, and Big Pharma is fighting to shut them down.

What This Means for Brands:

• Affordable alternatives are shaking up the market—expect continued battles between pharmaceutical giants and compounding pharmacies.
• Supplement and wellness brands have a major opportunity to provide non-prescription weight management solutions.

What This Means for Your Brand (And How Suzy Can Help)

GLP-1 medications aren’t just a health trend—they’re rewriting the consumer playbook for food, retail, healthcare, and beyond.

Brands that adapt will win. Brands that ignore this shift? They’ll end up like the 100-calorie packs of the 2000s—forgotten.

That’s where Suzy comes in.

With Suzy’s real-time research platform, brands can:

• Track how GLP-1 users are shifting their shopping habits (and track changes over time!)
• Test new product concepts tailored to GLP-1-friendly eating
• Understand consumer sentiment around affordability, pharma pricing, and telehealth alternatively
• Identify which marketing messages and retail channels will drive the most impact

Final Thought: This Isn’t Just a Trend—It’s a Consumer Revolution

GLP-1s are reshaping how generations eat, shop, and think about health. The brands that adapt to this shift will win the next decade.

The question is: Will yours be one of them?

Let’s find out. Run a GLP-1 research study on Suzy today. 🚀