New data shows a significant shift in consumer behavior at the supermarket. According to a report by Numerator, households currently using GLP-1 weight-loss medications have reduced their grocery store spending by 4% compared to non-using households. This change in spending patterns is notable as the number of households with a current GLP-1 user has doubled since October 2023.
While grocery spending is down, these consumers remain a priority for retailers. GLP-1 users represent over $660 billion in total spending power across consumer packaged goods, general merchandise, and restaurants. The study highlights that these shoppers are shifting their budgets toward self-care, fragrance, skincare, and supplement products rather than traditional pantry staples.
Retailers are observing a change in the contents of these shoppers' baskets. There is a clear move away from carb-heavy items like pasta and bakery goods. Instead, these consumers are prioritizing high-protein foods, fiber-rich options, seafood, and functional nutrition items. This preference for healthier, more intentional snacking is a direct reflection of their changing dietary needs.
Despite the current growth in users, the market remains volatile. Nearly two-thirds of people who stop taking GLP-1 medications discontinue treatment within six months. This suggests that the current consumer behavior is driven largely by recent adopters. Brands and retailers who want to keep these customers must adjust their product offerings and marketing to meet these specific, health-conscious demands.