As GLP-1 users shed pounds, their shopping habits are changing
Consumers using GLP-1 medications are not only losing weight, but they are also spending less on groceries, according to a new report from Numerator.
Data from its GLP-1 Trends Hub covering 12 months ended July 2025 found that 52% of users of the medication reported losing at least 15 pounds. These same households also reduced spending by 10% across more than 100 categories in the grocery, quick serve restaurants, and tobacco sections within six months of adoption.
Additionally, weight-loss focused users increased their spending in health-related categories such as protein shakes (38%), bone health (23%), superfoods (58%), and digestive health (6%) relative to comparable non-user households.
“The GLP-1 environment is continually evolving, with changes to policies, insurance coverage, and delivery mechanisms that expand access and reduce costs to consumers,” said Steve Kramer, vice president of Product Innovation with Numerator. “It will be critical for brands, retailers, and foodservice providers to keep a consistent pulse on the shifting purchasing dynamics and health-driven trade-offs, as consumers adopt, lapse, and return to these medications.”
Numerator also noted that behavior shifts persist even when GLP-1 usage lapses. Grocery patterns are the first to normalize, while indulgent categories like candy and baked goods typically rebound within the first three to six months. However, continued prioritization of fresh produce and meats suggests a longer-term impact on health-driven consumption habits.
The GLP-1 Trends Hub from Numerator contains data on GLP-1 adoption, sentiments, and purchasing behavior dating back to April 2024. Static panelists are surveyed quarterly on their GLP-1 usage and sentiments and included in the hub if they have completed the five most recent quarterly surveys, providing year-over-year longitudinal insights. On average, around 30,000 static panelists meet this criteria every quarter.
