Beyond the prescription: How GLP-1 users are re-shaping food and beverage consumption
The rise of GLP-1 medications such as Ozempic and Wegovy reveals a new consumer segment that’s rewriting the rules of food and beverage consumption. These consumers aren’t abandoning indulgent foods or avoiding entire aisles—they’re approaching eating and drinking with balance in mind.
Currently representing approximately 6% of Canadian adults, GLP-1 users are predominantly higher-income boomers and generation Xers managing Type 2 diabetes, but the demographic is rapidly shifting. Millennials and gen-Z consumers are flooding into this market seeking weight-management solutions, transforming what began as a medical necessity into a lifestyle choice. It isn’t niche anymore—it’s a movement from medical to mainstream.
READ: Generation Next Thinking: Winning in the new age of health and wellness
The indulgence paradox: Permission over prohibition
GLP-1 users consume indulgent snacks at a rate on par with the general adult population—they’re still reaching for chocolate, ice cream and baked goods. The difference? They’re approaching these categories with a “mini-meal” mindset, seeking portion-controlled options that deliver emotional satisfaction without the guilt.
This behaviour demands brands and retailers abandon the traditional diet playbook. Consumers using GLP-1s want products that whisper “yes, you can” rather than shouting “no, you shouldn’t.” Smart brands and retailers are already pivoting, creating premium, portion-controlled offerings that deliver indulgence that supports nutritional guardrails.
The all-day grazing economy
Traditional meal occasions are somewhat dissolving for GLP-1 users as they embrace continuous grazing patterns, with dinner remaining their focal-point meal. Breakfast ranks notably lower among this segment, replaced by five or more small eating occasions throughout the day. This shift represents a fundamental restructuring of how, when and what people consume.
For retailers, this means considering everything from product mix to store layouts. The opportunity lies in creating “mini-meal” solutions—portable, protein-rich options that blur the lines between meals and snacks. Think cheese and fruit combinations, single-serve yogurt parfaits and grab-and-go lean protein boxes. The snacking aisle isn’t shrinking; it’s expanding to encompass the entire store.
READ: Five consumer-driven trends leading wellness aisles: CHFA
Clean label command
GLP-1 users aren’t just changing how much they eat; like many Canadians, they’re scrutinizing what they eat. These label-readers prioritize protein and fibre content while actively seeking “free from” claims. Diet and zero-sugar beverages see significantly higher consumption rates among this segment, as do vitamin-enriched options.
The clean label movement, already strong among mainstream consumers, becomes non-negotiable for GLP-1 users. They’re seeking transparency, nutritional density and functional benefits in almost every bite and sip. Made in Canada claims resonate strongly, particularly among the gen-X and boomer users who currently dominate the segment.
The foodservice surprise
Perhaps most counterintuitively, GLP-1 users visit foodservice establishments more than non-users, despite nearly half having made recent dietary changes. This isn’t a contradiction—it’s an opportunity. These high-frequency diners seek protein-forward, grazing-friendly menu options that align with their eating patterns.
READ: As GLP-1 users shed pounds, their shopping habits are changing
For grocery retailers with prepared food sections, this trend signals massive potential. The deli counter, hot bar and grab-and-go sections become critical touchpoints for capturing GLP-1 user dollars. These consumers want convenience without com- promise, seeking fresh, customizable options that support specific dietary needs.
The GLP-1 revolution isn’t coming, it’s here. Retailers that recognize these users as lifestyle consumers—not dieters—will capture a growing, high-value market, with halo benefits across the broader health-conscious segment. The question isn’t whether to adapt to GLP-1 users, it’s whether you’ll lead the shift or be left behind by competitors who recognized it early.
