Survey: GLP-1 users spend more on groceries, less on restaurants
GLP-1 medications are changing the way consumers who use them shop for groceries.
Nearly one-in-four shoppers surveyed in Tinuiti’s 2026 Food & Beverage Marketing Study reported losing weight with GLP-1 medications like Ozempic or Wegovy, or are currently using them.
Of those who have used weight loss medications, half (50%) are spending more on groceries, compared to just 21% who are spending less. Tinuiti found that those shares are nearly reversed when looking at restaurant purchases, with 29% spending more compared to 48% who are spending less, as many GLP-1 users now seem to favor eating at home.
Nearly two-thirds (65%) of GLP-1 users reported spending more on fresh produce, while 58% report spending more on fresh meat. Nearly half (49%) are spending less on desserts/candy, while 45% are doing the same with soda and other carbonated beverages. Forty-three percent are spending less on snack foods.
[READ MORE: AlixPartners study reveals impact of GLP-1 medications on apparel brands]
About half (51%) of all respondents surveyed are prioritizing high-protein options, compared to 66% of GLP-1 users. GLP-1 users are also more likely than other respondents to say they are seeking out high-fiber (38%) and organic (36%) foods.
For GLP-1 users, healthiness (54%) ranks behind affordability (69%) when it comes to the importance of their food and beverage purchasing decisions, but the gap is narrower than for non-GLP-1 users (49% vs. 72%).
Among all respondents, 42% say that convenience is important to their food and beverage purchases. This rises to 49% among those who say they don’t usually have as much time as they would like to cook meals.
“Food and beverage brands are navigating a complex landscape, with rising prices forcing shoppers to change their habits and new developments like the growing use of GLP-1 drugs influencing priorities,” noted Tinuiti. “Given an increasingly
sprawling customer journey aided by AI platforms and the natural ebbs and flows of shifting tastes and health trends, it’s crucial for food and beverage marketers to stay on top of what their customers want today.”
Additional insights from Tinuiti’s 2026 Food & Beverage Marketing Study include the following:
•Seven-in-10 (71%) respondents say affordability is important to their food and beverage choices, outpacing quality (51%) and healthiness (50%).
•Half of all respondents reported buying cheaper brands, with 44% turning to store brands more often. Forty-one percent are opting for cheaper stores, and 38% are hunting around more for promos and coupon codes.
•Among respondents from households with just one or two members, 26% say they are buying more products in bulk/larger sizes due to grocery price inflation. That rate rises to 34% among households with three or more members.
•Nine-in-10 shoppers surveyed say they enjoy shopping for groceries in stores, compared to just 70% who say the same about online grocery shopping.
•In-store shoppers commonly turn to online information sources to help evaluate products. While in-store, 32% have visited the store’s website to learn more about a product, and 30% have searched for the product on a search engine.
For its report, Tinuiti surveyed 1,000 food and beverage shoppers in September.
