GLP-1 users’ grocery spending drops, but then levels out after 12 months – Circana data

GLP-1 weight loss drug users cut food spending in their first three months on the meds, according to a new report. But within a year, their spending is almost back to previous levels.

Those taking the meds for weight loss “decrease their total dollar spend on food and beverages relative to non-users in their first three months on the medication,” says consumer data provider Circana, which tracks US household spending on CPG (consumer packaged goods) products across multiple retail channels. “But by the end of year one, their spending more closely matches their pre-medication baseline.”

This may be because they have come off the drugs due to affordability or insurance issues, side effects, poor availability, or because they have reached their goals, and then resumed use more intermittently. Or it may be due to a tendency to revert to the norm when it comes to shopping and eating habits over time, says the company, which tracked spending of more than 3,500 weight loss GLP-1 users.

Overall, “spending on groceries among total GLP-1 users declined 1.1 points during year one relative to their pre-purchase baseline,” says the report, which follows a study from Cornell which found that households with at least one user of the drugs typically reduce grocery spending by 5.5% within six months of adoption, with continued smaller, but “statistically significant” reductions in spending thereafter.

The Circana study found that households with members taking the weight loss drugs “typically spend more on CPG [consumer packaged goods] food, beverages, and foodservice before they initiate use of a GLP-1 than non-user households, a trend that continues even in the first year of drug use.”

It also found that GLP-1 weight loss users:  

• Reduced relative household spending on spicy foods, fatty proteins, and beverages with added sugar, and increased spending on vegetables, eggs, and nuts
• Spent more on gum, mints, and non-chocolate candy to provide relief from the drugs’ side effects including bad breath and dry mouth
• Increased spending on drinkware and water filtration versus non-users, which could be driven by hydration recommendations
• Spent more on gastrointestinal products for relief from side effects of the medication
• Spent less on sleep remedies, analgesics, home health care, and foot care products
• Spent less on frozen foods and more in the produce and deli departments
• Spent more on foods & beverages at drug stores, perhaps because they are going there regularly to pick up meds

Further reading:

How are GLP-1 drugs impacting spending on food and dietary supplements?

GLP-1 drugs are a tool, not a panacea, says Tufts professor: ‘Structured lifestyle support, including food is medicine, is critical to prevent weight regain’

Guest article: GLP-1 drugs: The effect on food systems is going to be profound… and relatively quick

Mattson probes Ozempic effect on food innovation, from mini-bites and hydrating pops to lighter protein drinks

From ‘GLP-1 companion foods’ to ‘Nature’s Ozempic…’ What the new breed of weight loss drugs means for the food industry