PwC: GLP-1 use drives changes in consumers’ purchasing decisions — here’s how
The increasing use of GLP-1weight loss drugs is reshaping more than what users eat.
GLP-1 adoption has more than doubled in 16 months, with 21% of U.S. households now including a current user (up from 9% in January 2025), according to the latest consumer trends data report from PwC (based on analysis of data from Numerator). The study also revealed how the use of the drug is reshaping purchasing habits across the board.
PwC found that overall apparel spending increased 9.9% among GLP-1 users after six to eight months on the drug. The majority (73%) reported a “meaningful” change in clothing size and 26% spending more on clothing overall. Clothing categories showing big jumps include women’s jeans (spending up 66%), jewelry (up 36%), swimwear (up 31%) and dresses (up 22%).
"Shifting size distributions can complicate merchandise planning, demand forecasting and size curve assumptions,” noted Ali Furman, consumer markets Industry leader, PwC US. “Buyers can no longer assume last season's size mix will match next season's demand. But the brands that pull ahead will make it easier to shop during the transition, not just after it. Think flexible fits, generous exchange and alteration policies, styling support, and loyalty programs that reward customers for coming back as their size changes.”
On the grocery side, per-household grocery spend is down 5.5%. And GLP-1 users are swapping snacks, sugary drinks, and alcohol for fresh produce, protein and supplements. (Forty-five percent of current GLP-1 users are buying more fresh produce, while 61% are buying less sweet snacks, candy and baked goods.)
Restaurants
Spending on quick-service restaurants is down 8.7% per GLP-1 household after six to eight months, with pizza down 22.2%, chicken down 11.6%, coffee/bakery down 8.0%, burgers down 6.4%, and sandwich/delis down 4.5%.
According to the PwC survey, half of current and lapsed users say restaurants haven't caught up, and they know exactly what they want. Thirty-five percent are asking for smaller portions at proportionally lower prices, and 32% want half-portions or split plates without the upcharge.
For QSR and casual dining operators, now could be the time to rethink portion tiers and pricing, so smaller options sit naturally alongside full-size ones, advised Furman.
“Operators can also lean into more protein-forward options and greater transparency around ingredients and micronutrients that GLP-1 users are seeking,” she said.
Survey
Between May 4 and May 9, 2026, PwC surveyed 3,089 consumers, including 1,063 current GLP-1 users, 1,010 lapsed GLP-1 users, and 1,016 people considering using GLP-1s. The survey, conducted by Numerator, was designed to compare these GLP-1 consumer groups, not to represent all consumers.
