GLP-1 drugs’ broadening adoption for weight loss in the US has created a revolving door of users starting and stopping treatment, influencing how food is innovated while accelerating existing shifts in consumers’ nutrition and lifestyle preferences, according to a recent Numerator’s The Evolution of the GLP-1 Consumer: Structural Shifts & Future Implications webinar.
“Today, roughly one in five US households has a GLP-1user in the home,” with more than half of users taking these medications specifically for weight loss, resulting in “11 consecutive quarters of adoption growth,” Numerator states.
And GLP-1 use is expected to continue growing with 20-30% of households having at least one member who say they are actively considering taking the medication, according to Numerator’s data which surveyed 30,000 static panelists since Oct. 2023.
For comparison, GLP-1 adoption remains slower in Europe but usage in some countries is expected to increase. The number of users in Great Britain, for example, has tripled in two years accounting for 6% of households. This growth is especially notable as UK recently approved the Wegovy GLP-1 pill for weight loss which is expected to increase uptake.
While adoption is growing, it’s far from stable, as the current user base duration of use is highly dynamic.
“Roughly half of weight loss users today started within the last six months, which tells us we’re still very early in the adoption curve,” while “we’re seeing significant churn with many consumers discontinuing within the first several months,” according to Numerator.
The result is “a constantly evolving user base, new consumers are entering while others are exiting,” which could also be related to medication access and insurance coverage, Numerator says.
From adoption growth to uncertain long-term behavior
The uneven uptake to GLP-1 medications may create difficulties in determining long-term behavioral habits, yet product innovation around nutrient density (now a mainstream buzzword) and portion control are shaping how categories can meet consumers’ health goals.
Long-term GLP-1 users spend roughly four percentage points less overall than those who never started the medication, and that impact is seen in impulse-driven categories and snacking, according to Numerator.
Over time, once consumers “settle into routine, the effects move deeper into the grocery basket and become more structural,” specifically around core food categories, Numerator said.
GLP‑1 users are spending more than 10% less on pantry staples like pasta, dairy and condiments compared to similar non-GLP-1 households, suggesting a shift away from traditional meal formats, according to Numerator. Notably, dry beans and grains are an exception in pantry as affordable sources of nutrition and satiety.
At the same time, fresh protein and seafood is consistently gaining ground among GLP-1 users, outperforming “control groups by 10 to 20 points across the entire 12-month journey,” Numerator said.
“They are prioritizing foods that help them meet protein goals, maintain fullness, and get more nutritional value from smaller portions,” Numerator said.
Snacking isn’t disappearing, it’s redefined
One of the most important shifts, however, is around snacking. While early signals suggested decline in consumption, the reality is more nuanced, according to Numerator.
After users stop taking GLP-1 medications, snacking emerges again, particularly in categories like chocolate where “purchasing levels exceed those of comparable non-users,” Numerator notes.
“It’s not a return to old habits, it’s a more deliberate and controlled approach to indulgence,” it added.
Snack brands that win with GLP-1 users align with their’ needs around portion control, protein delivery, satiety and clearly defined usage occasions, per Numerator.
For brands, the strategy to meet users hinges on three approaches: building entirely new offerings (i.e. Nestlé’s Vital Pursuit), reformulation and repositioning (i.e. Conagra’s On Track label badges) where brands are adapting what’s already in their portfolio.
Yet these responses around nutrition, portion control and convenience extend to broader audiences beyond a niche user base, suggesting that GLP-1s are accelerating existing behavior patterns rather than creating new ones, Numerator said. Further, experts advise companies should build their portfolios around nourishment instead of keeping up with GLP-1 user cycles.
