How weight loss drugs are changing what Americans buy

Weight-loss drugs have become a relief for millions of people struggling with obesity. 890 million people had obesity in 2022, according to the World Health Organization. The appetite-suppressing drugs like Ozempic and Wegovy may have a far greater effect than we assume.

New research from Cornell University suggests that GLP-1 medications are also changing how Americans shop. These drugs are making meaningful reductions in how much people spend on food, both at the grocery store and at restaurants. The findings are published in the Journal of Marketing Research.

GLP-1s effect on food intake

The new research looked at how GLP-1 drugs contribute to changes in everyday food purchasing in the real world. They found that within six months of starting a GLP-1 medication, the grocery spending reduced by an average of 5.3%. In higher-income households, the drop is even steeper, with more than 8%. They also found that the money spent at fast-food restaurants, coffee shops, and other limited-service eateries has fell by about 8%.

Among those who used the medication, lower food spending persisted for at least a year, Sylvia Hristakeva, assistant professor of marketing, said.

“The data show clear changes in food spending following adoption. After discontinuation, the effects become smaller and harder to distinguish from pre-adoption spending patterns,” Hristakeva said.

What changed?

Previous studies relied on self-reported eating habits; however, this new analysis collected purchase data by Numerator, a market research firm that tracks grocery and restaurant transactions for a nationally representative panel of about 150,000 households. The researchers also matched those records with repeated surveys asking whether household members were taking GLP-1 drugs, when they started, and why.

The researchers noticed that the kind of foods closely associated with cravings, such as ultra-processed and calorie-dense foods, saw the sharpest declines. There was a 10% drop in savory snacks, with the largest decrease in sweets, baked goods, and cookies. Even staples like bread, meat, and eggs declined.

There was a rise in a handful of categories, such as yogurt, followed by fresh fruit, nutrition bars, and meat snacks.

“The main pattern is a reduction in overall food purchases. Only a small number of categories show increases, and those increases are modest relative to the overall decline,” Hristakeva said.

Eating out is not fashionable anymore

Turns out the effect of GLP-1 is beyond the grocery list. It even affected how much people eat outside. The spending at fast-food chains and coffee shops fell sharply. This could have long-term shifts in demand, particularly for snack foods and fast foods for food manufacturers, restaurants, and retailers. The researchers observed that package sizes, product formulations, and marketing strategies may need to change.

Note: The information provided in this article is for educational purposes only and is not intended as medical advice. Always consult a qualified healthcare professional before starting any new medication or treatment, or before changing your diet or supplement regimen.