Dr Tausif Malik & Dr Shabana Parvez, MD FACEP
GLP-1 Drugs Are Reshaping How America Eats, Shops, and Spends, New Circana Research Finds: The rapid rise of GLP-1 weight-loss and diabetes medications is no longer just a healthcare story—it is a retail and lifestyle transformation. According to new research from Circana, LLC, GLP-1 usage is fundamentally changing what Americans buy, where they spend, and how they define self-care in a new era of accessibility.
Circana’s report, “GLP-1 Unlocked: Retail Impacts in a New Era of Accessibility” (November 2025), shows that by September 2025, 23% of U.S. households—roughly 30 million—had at least one member using a GLP-1 medication, up nearly four percentage points from 2024. That growth translates to approximately 5.5 million additional households in just one year, underscoring how mainstream these drugs have become.
Weight Loss Drives Adoption
The primary motivation is clear. Circana’s analysis shows that weight management has surged as the top reason for GLP-1 use, rising 41 percentage points compared with 2021. While GLP-1s were originally developed for diabetes, a growing share of users now take them primarily for weight loss or for both weight and metabolic health.
Yet usage is often short-term. Fewer than half of weight-loss users remain on GLP-1 medications for a full year, and 62% stop within six months, with cost cited as the leading reason for discontinuation. Despite high satisfaction—40% of current weight-loss users say they would recommend GLP-1 drugs—pricing and insurance coverage continue to limit long-term adherence.
What Changes in the Grocery Cart
Circana’s omnichannel purchase data reveals that GLP-1 users spend differently, not less. While retail food and beverage purchases decline modestly, GLP-1 households still outspend non-users overall and redirect dollars toward foodservice and non-food categories.
At grocery retail, GLP-1 users gravitate toward foods that align with medication guidance and appetite suppression. Purchases increase for protein-rich, high-fiber, and hydration-focused products, including yogurt, seafood, eggs, fresh fruit, gum, snack bars, sports drinks, and deli-prepared meals. At the same time, sales decline for categories associated with high sugar, saturated fat, refined carbs, alcohol, and processed foods, such as baked goods, candy, pasta, sugary beverages, and wine.
Alcohol shows one of the steepest drops, reflecting both reduced appetite and conscious health choices. Baking categories and carb-heavy staples also feel the “GLP-1 pinch,” according to Circana’s consumption index.
More Dining Out—and Different Choices
While retail food spending softens, foodservice spending rises, particularly in casual dining. GLP-1 users eat out more frequently but make different choices, favoring smoothies, hot tea, fruit-based items, and lighter meals. This shift has already prompted innovation, with some restaurant chains testing GLP-1-friendly menus emphasizing protein, fiber, and low sugar.
The Ripple Effect Beyond Food
Circana’s findings show that GLP-1 is not just changing diets—it is reshaping lifestyles. Users significantly increase spending on self-care, appearance, and progress-tracking products, including skincare, cosmetics, fragrance, oral care, wearables, and fitness technology. Clothing purchases also rise sharply, driven by changing body sizes and a desire to embrace a “new me.”
Conversely, spending on categories such as baby products and pet care declines, suggesting a temporary re-prioritization toward personal health and appearance during active GLP-1 use.
After the Drug: What Sticks, What Rebounds
Stopping GLP-1 often leads to mixed outcomes. More than 60% of former users report their health worsened after discontinuation, though about one-third say their progress improved or was maintained. From a retail perspective, some behaviors—like higher produce and personal-care purchases—persist, while others, including beverages and frozen foods, rebound once medication use ends.
A Long-Term Retail Shift
Looking ahead, Circana projects that if affordability and access continue to improve, GLP-1 households could account for 35% of food and beverage units and 37% of non-food units by 2030. That scale makes GLP-1 users one of the most influential consumer segments in the decade ahead.
For manufacturers and retailers, the message is clear: GLP-1 is not a niche trend but a structural shift. Circana advises companies to rethink product innovation, portion sizes, nutrition messaging, and cross-category partnerships to support consumers before, during, and after medication use.
As GLP-1 drugs move from medical intervention to lifestyle catalyst, Circana’s research suggests one conclusion is unavoidable: the future of retail will increasingly be shaped not just by what consumers want—but by how their health journeys redefine everyday choices.
Despite the rapid adoption of GLP-1 medications and their visible impact on consumer behavior, experts caution that long-term health outcomes remain largely unknown. Most clinical and real-world studies to date focus on short- to mid-term results, typically spanning months rather than decades. As millions of people use GLP-1s for weight management and metabolic health, there is a growing need for independent, long-term research to better understand sustained effectiveness, potential side effects, nutritional implications, and outcomes after discontinuation. Until such evidence emerges, healthcare providers, consumers, and policymakers must balance the clear short-term benefits with thoughtful monitoring, lifestyle support, and informed decision-making.
