How do GLP-1s influence consumer behaviour?

It depends how you look at it.

Overall, people using GLP-1 treatment may be spending less money on their weekly food shop. This could be due to a drop in the net volume of food people using treatment buy (due to eating less and being less hungry). But in some respects, by actively making healthier, better-quality food choices, people using weight loss treatment could be spending more on the fewer items they do buy.

For example, research shows that more people are gravitating towards high-protein foods and opting for smaller portions to improve their health. This trend is influenced by weight loss movements seen across social media, including many celebrities who are using medications like Ozempic and Wegovy.

Many supermarkets and global food companies are responding to the increase in demand for protein-rich foods. You’ll often notice that there’s a high-protein version of an increasing number of food items, including cereals, yogurts, and breads, to name a few. Another trend shows that people are consuming more natural foods, such as whole milk and meat, instead of vegan or alternative milks and plant-based meat options.

Grocery spending habits have also changed; many consumers are now looking for cheaper alternatives, healthier options, and nutrient-dense foods. Consumer trends show that fewer people are buying chocolates and crisps, instead opting for healthier snack alternatives. Many weight-loss users have reported that their grocery spending has decreased as a result of smaller portions, less consumption of junk food and takeaway, and a greater emphasis on cooking at home with fresh produce rather than ready-made or prepackaged meals (which can be more expensive).