52%
This is the percentage of GLP-1 users who reported a goal of losing at least 15 pounds, and these households reduced spending by 10% across 100+ categories in Grocery, QSR, and Tobacco sectors within six months of adoption, according to quarterly data from July 2024 through July 2025 from Numerator’s GLP-1 Trends Hub.
At the same time, 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.
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 environment is continually evolving, with changes to policies, insurance coverage, and delivery mechanisms that expand access and reduce costs to consumers,” said Steve Kramer, VP of Product Innovation, 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.”