GLP-1 drugs are reshaping global food spending habits

GLP-1 Drugs Reshape Global Food and Grocery Spending Habits

The growing use of GLP-1 weight-loss medications is driving measurable shifts in how consumers spend on food, forcing supermarkets, fast-food chains, and restaurants to rethink their offerings, according to new research published this week and in recent months across multiple markets.

New Reports Document the Shift

The Consumer Goods Forum’s Healthier Lives Coalition on Tuesday released a report in collaboration with Bain & Company examining how consumers across Europe and the United States source meals and balance health, convenience, cost, and quality — with GLP-1 medications identified as a force reshaping the future of food decisions. The report, titled “State of Food Habits: A Baseline of How Consumers Eat Today,” draws on multiple consumer research programs to establish how emerging trends including GLP-1s are altering purchasing behavior.theconsumergoodsforum

Separately, Discovery Bank and Visa’s SpendTrend26 report found that South Africans using Ozempic, Wegovy, and other GLP-1 medicines are spending less on takeaways, restaurant meals, and alcohol while increasingly choosing healthier food options. Among respondents using GLP-1 medications, 48% reported reduced spending on takeaways and restaurants, while 59% said they were spending more on healthier foods.todayafrica

According to USA Today, citing PwC research, grocery spending is decreasing by 3% to 4% for households with at least one GLP-1 user, and by 7% to 9% for single-person households. A CNBC report citing KPMG found that adults on GLP-1s consume 21% fewer calories on average. JPMorgan has estimated the drugs could cost the food and beverage sector $30 billion to $55 billion in annual revenue by 2030.usatoday

Restaurants and Grocers Adapt

The industry response has been swift. Shake Shack launched a menu featuring high-protein and lower-carb options targeting GLP-1 users, while Chipotle debuted a “High Protein Menu” with items ranging from 15 to 81 grams of protein per item. Olive Garden, owned by Darden Restaurants, introduced a new section featuring smaller portions for 2026 following trials last fall, and Starbucks has introduced higher-protein lattes and small breakfast options catering to reduced appetite patterns.foodingredientsfirst

An Acosta Group study from April found that GLP-1 users are purchasing more fresh and high-protein items while reducing purchases of sweets, salty snacks, and sugary beverages. Research from Morgan Stanley noted that GLP-1 users are spending 15% more on fruits and vegetables and 11% more on protein-rich foods.supermarketnews

A Broader Behavioral Change

The spending changes extend beyond food. According to research cited by multiple analysts, roughly one-third of the money GLP-1 users save on dining is shifting to other health and self-improvement categories, including apparel and wellness products. As NBC News reported in January, the medications are “normalizing smaller appetites and higher protein intake” across the restaurant industry.linkedin

With Medicare set to begin covering GLP-1 drugs for weight loss through a new bridge program starting in July 2026, the user base is expected to grow further — amplifying the economic ripple effects that grocers and food-service companies are already scrambling to address.cms