AMC Global, an international custom market research firm specializing in launch strategies and brand tracking, and OpinionRoute, a leader in insights process management, have released a new study on GLP-1 medication users and food choices. GLP-1 drugs include brand names like Ozempic, Mounjaro, Trulicity, Wegovy and more.
The latest wave of the AMC consumer study shows that 7% of the population has used GLP-1 medications specifically for weight loss. As this group expands, their shopping and behavioral changes could present marketplace risks for food and beverage manufacturers. GLP-1 users are eating less overall and shifting toward healthier eating habits. They also share that they are focusing more on home-cooked meals and increasing their intake of whole foods and protein-rich options. Additionally, they are seeking foods with added functional benefits such as fiber and vitamins, and pre-packaged foods that offer smaller portions.
Key findings from AMC’s “Impact of GLP-1 on Food Choices” study:
- Seventy-eight percent of GLP-1 users are seeking smaller pack sizes for their food.
- Eighty-two percent are seeking more foods that provide functional benefits (like added vitamins, fiber and gut health benefits), and 60% are seeking more protein-rich foods.
- Ninety-five percent of GLP-1 users report eating smaller portions, and 87% are snacking less, and 81% are eating less frequently—signaling a significant shift in eating habits among users.
- Beverage consumption is also changing among this group—users are drinking less soda (88%) and less alcohol (81%), while increasing their consumption of water (68%).
- Since starting GLP-1 for weight loss, shoppers report buying LESS sweet snacks (65%), frozen pizza (65%), frozen snacks & appetizers (60%) and frozen meals (60%).
“This shift in eating habits among GLP-1 users is an opportunity for the food industry,” said Erin Russeck, Chief Research Officer at AMC Global. “As consumer needs evolve, brands must zero in on the ‘healthy’ innovations that matter most. GLP-1 users are looking for smaller portions sizes and nutrient-rich options. The right consumer research is critical to understanding these shifts and enabling companies to deliver healthier, more functional products that meet this growing demand.”
A complete representation of the “Impact of GLP-1 on Food Choices” can be found here. Data was collected mid-September from n=301 U.S. general population consumers over age 21 with an oversample to n=150 of those who are or have taken GLP-1s for weight loss.
The study is ongoing, and new data will be released as it comes in. The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior.
About AMC Global
AMC Global are the experts in product launch, with an innovative suite of tools that span the full product lifecycle. The company’s proprietary PFU
