Study: GLP-1 household spending habits include...
A new study reveals some interesting spending habits among households with at least one GLP-1 user, while also uncovering a big misconception of consumers taking the weight-loss medication.
Both overall spending and restaurant spending were higher among households that utilize GLP-1 weight loss drugs such as Ozempic or Wegovy, according to new data from Circana,
On Circana’s Consumption Index, which compares average monthly spending among GLP-1 households with spending among non-user households during the same period, an index of 100 represents equal spending. An index of 121 was found among GLP-1 households, representing approximately 21% higher spending.
[READ MORE: Survey: GLP-1 users' grocery, restaurant spending changing — here's how]
Before treatment, households with a current GLP-1 user had a restaurant spending index of 121. That index was 4.3 points lower during the first year of treatment before recovering to within 0.5 points of its pre-treatment baseline in the second year. GLP-1 households continued to outspend non-user households in both years, Circana noted.
Among surveyed households with a current GLP-1 user, 43% report purchasing clothing or footwear because of GLP-1 use in the previous three months, 24% report purchasing a health device or wearable, and 21% report purchasing medication to address side effects.
More than a third (37%) of surveyed U.S. households report that someone in their household has used GLP-1 medications, up from 17% in 2024, and 30% report a current user. Among households with GLP-1 experience, a quarter (26%) report that two or more household members have used the medications.
Nearly half (48%) of surveyed previous-user households say they are at least somewhat likely to restart within the next year.
“The biggest misconception about GLP-1 consumers is that they will always buy less,” said Sally Lyons Wyatt, global chief advisor at Circana. “What we’re seeing is a consumer reset. Consumers initially change what, where and how they buy, but their needs continue to evolve throughout the journey. The opportunity for brands, retailers and restaurants is understanding those changes and anticipating where demand goes next.”
If current adoption and spending trends continue, Circana projects that GLP-1 households could account for 40% of U.S. food and beverage units purchased and 41% of non-food units purchased by 2030. The projection assumes that 35% to 40% of U.S. households will have an active GLP-1 user by that time.
Circana’s findings combine its 2026 GLP-1 household survey research with an analysis of omnichannel household purchase data from August 2023 through July 2026.
