Weight loss isn’t the only change Individuals who are taking a GLP-1 weight loss medicine are seeing. They also tend to spend less on groceries.
That’s the assessment from a recently published study on consumer food trends for those on one of the obesity drugs. The two most popular ones are Novo Nordisk’s (NVO) Wegovy (semaglutide) and Eli Lilly’s (LLY) Zepbound (tirzepatide) .
The study, conducted by researchers at Cornell University’s SC Johnson College of Business, found that households with at least one GLP-1 user cut grocery spending by 5.3% within six months of starting therapy. Higher-income households see even greater reductions — 8.2%.
The study, published in the Journal of Marketing Research, noted that the biggest declines were seen in calorie-dense, processed foods. A 10.1% reduction in savory snacks was seen.
Also, an 8% decline in spending at fast-food chains, coffee shops, and limited-service restaurants was seen.
Some healthy food calories saw spending increases. For example, yogurt.
The authors also found that once households ends GLP-1 use, food purchases tend to revert toward what they were before taking the drug.
“These findings highlight the potential for GLP-1 medications to significantly change consumer food demand, a trend with increasingly important implications for the food industry as GLP-1 adoption continues to grow,” the authors noted.