GLP-1 users aren’t buying as many groceries. Here’s what they are buying

The rise of GLP-1 weight-loss medications is triggering a noticeable shift in consumer behavior. As these drugs effectively curb hunger and cravings, many users are scaling back their grocery trips and spending less at the checkout line.

The Data Behind the Shift

Grocery Dive recently highlighted a comprehensive Numerator survey tracking the habits of 95,000 individuals. The findings indicate that the prevalence of GLP-1 usage has doubled since October 2023, with 22% of households now reporting a current user. When compared to non-users over a one-year period, those utilizing GLP-1 medications show a nearly 4% decline in total grocery spending.

Changes in the Shopping Cart

It is not just the quantity of items being purchased that is changing—it is the content of the basket. According to the report, shoppers are moving away from traditional pantry staples and carb-heavy foods like pasta and bakery items. Instead, there is a clear pivot toward protein-rich foods, seafood, fiber, functional nutrition, and more intentional snacking choices.

Where the Money Goes Instead

If users are spending less on groceries, where is that budget going? 205focus.com notes that GLP-1 users are redirecting their spending toward self-care and appearance-related categories, including skincare, supplements, and fragrance. This trend may see further growth, as 23% of U.S. consumers surveyed expressed interest in starting GLP-1 treatments.

Sustainability Concerns

Despite the current momentum, the long-term impact on the market remains uncertain. Numerator data shows that nearly two-thirds of individuals who have used these medications decided to discontinue their treatment within the first six months.