New research shows weight-loss medications are reshaping grocery baskets, restaurant spending, and long-term consumer behavior.
Chicago, Illinois, 19 November 2025 – New research from Circana shows that the growing use of GLP-1 medications is reshaping how Americans shop, eat, and spend. These medications, originally developed for metabolic and weight-management support, are now influencing everything from grocery baskets to restaurant visits, and the retail industry is taking notice.
Today, GLP-1 users make up about 23 percent of all U.S. households. By 2030, they are expected to account for 35 percent of all food and beverage units sold. This rapid growth signals a major change in consumer behavior and highlights the need for retailers and manufacturers to adapt their offerings.
The report shows a clear shift toward healthier lifestyles. Since 2021, GLP-1 users have shown a 41-point increase in citing weight management as their top health priority. This shift strongly influences what they buy, with shoppers choosing foods that support healthier eating patterns.
Key findings from Circana include:
- GLP-1 users are spending less on traditional retail groceries but more on restaurant meals.
- They prefer foods higher in protein, fiber, and healthy fats, while reducing purchases of high-carb and high-sugar items.
- Even with fewer retail food purchases overall, GLP-1 users still outspend non-users.
After stopping the medication, many consumers maintain healthier buying habits, increasing purchases of produce, personal care products, and household storage items.
Some behaviors return to normal after discontinuing medication, such as higher spending on beverages and refrigerated or frozen foods.
According to Sally Lyons Wyatt, global executive vice president and chief advisor at Circana, this moment is a major turning point for the CPG and retail industries. She says the shift in shopper priorities is happening “quickly and dramatically,” urging brands to update their product strategies to match the growing demand for health-driven choices.
The study also notes that although cost is the main reason people pause GLP-1 use, half of former users say they will likely start again in the future. This means that the impact of GLP-1–influenced buying habits will continue, as consumers move in and out of active medication use but still maintain many of the healthy behaviors they adopted.
As the retail landscape evolves, companies that respond to these new preferences — focusing on nutrition, convenience, and cleaner ingredient options will be better positioned for long-term success.
