GLP-1s are helping users achieve their health goals, but the popular weight-loss drugs are also manifesting unanticipated positive health trends, creating new opportunities and challenges for CPG companies, according to a report by Acosta Group.
The so-called halo effect from GLP-1s also is trickling down to non-users in households where at least oneperson is using the drug, the report noted.
The trend toward healthier lifestyle changes among GLP-1 users is most prevalent among Gen Z and Millennial consumers, according to the report “GLP-1: Transforming Weight Loss and Consumer Behavior”.
“Consumers using a GLP-1 for weight loss are experiencing additional positive emotional and behavioral impacts, ranging from their relationships with food, to how they feel about their personal appearance, to what they want to buy and how they want to dine,” said Kathy Risch, SVP, thought leadership and shopper insights for Acosta Group.
Gen Z and Millennial shopping habits provide a roadmap for broader consumer segments in the near future, explained Mark Rahiya, group president of omnichannel sales and services at Acosta Group.
“We’re encouraging brands and retailers to innovate and refine new concepts before they become table stakes, positioning for growth with all wellness-focused consumers,” he said.
GLP-1’s emotional effect
GLP-1 users are getting more out of the drugs than just weight loss, according to Risch.
Forty-three percent of survey respondents said the positive results of dropping unwanted weight is motivating them to focus more on their overall appearance, the report found.
Another 29% of GLP-1 users said they feel more confident in social settings, 25% are more comfortable experimenting with their overall look and 21% are more aware of their grooming or self-care routine.
That emotional lift is impacting their other purchases, Risch said. “All of a sudden, you’ve got all of these health and beauty care product implications,” she said.
That could have big impacts for food and beverage as well, according to Risch. Users’ changing relationship with food is most prevalent in produce purchases, according to survey respondents, with 55% spending more on fruits and vegetables. That’s followed by yogurt at 32% and fresh chicken at 31%.
Ripple effect of GLP-1s
The halo effect of GLP-1 shopping habits extends beyond those who are taking the drug, according to Acosta.
“Half are saying that they’ve had this positive impact on the eating habits of other people in the household,” Risch explained. The statistic is even higher for Millennials at 79%, the report noted.
“Key categories of interest among all GLP-1 consumers, particularly Gen Z and Millennials, include high-protein, high-fiber, hydration/electrolyte and gut health products, confirming the importance of embedding protein-forward and nutrient-dense products into innovation pipelines,” the report noted.
Downside business opportunities
The drugs have downsides for some users, with 41% reporting nausea, fatigue (32%), constipation (31%) and upset stomach (29%), among others. Nearly a quarter (22%) of GLP-1 users report no negative side effects, particularly with younger users, according to the report.
Users also are purchasing products to address the negative side effects of GLP-1 use, along with products to help maintain loss of muscle mass.
Vitamins and nutritional supplements are the most popular at 42%, followed by protein/nutrition shakes and powders at 37%.
They’re also purchasing gut health supplements (26%); GI/stomach remedies (25%); energy drinks and powders (20%); mints, gum and mouthwash for bad breath (19%); and cough drops, mints, hard candy and gum for dry mouth (14%).
Polarizing labeling
Messaging matters with GLP-1 product labeling and can have a polarizing effect with shoppers, the Acosta report noted.
Consumers not taking the drug are more likely to avoid products with the acronym on the label, Risch explained. The labels with GLP-1 can raise concerns with consumers about “taste, nutrition and applicability,” the report noted.
More than half (54%) of survey respondents said products with GLP-1 on the label make them wonder if it tastes good. Another 48% of respondents wondered if the product is intended solely for GLP-1 users.
Health-conscious consumers not on GLP-1s are looking for callouts like high-protein, fiber and other health benefits, “but they’re not necessarily looking for GLP-1,” according to Risch.
“There haven’t been many brave souls to put that label overtly on their package,” she said. “I do anticipate that more will tread lightly.”
