Thirty-seven percent 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, 26% report that two or more household members have used the medications. The findings show why the first year of treatment does not tell the whole spending story. As households adjust to treatment, some spending patterns recover relative to non-users, while new needs emerge.

“The biggest misconception about GLP-1 consumers is that they will always buy less,” says 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.”

Households with a GLP-1 user continue to spend more on food and beverage than non-user households, even as their purchasing patterns change throughout treatment.

Circana tracks these differences through its 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, while an index of 121 represents approximately 21% higher spending among GLP-1 households.

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.

Retail food and beverage spending followed a different path. Its index remained 1.9 points below the pre-treatment baseline in Year 2, although GLP-1 households still spent more than non-user households.

The research also challenges the assumption that spending on indulgent foods will remain depressed throughout GLP-1 treatment.

Candy and frozen dessert spending indices moved above their respective pre-treatment baselines in the second half of the first year. By Year 2, the candy spending index was 5.7 points above baseline, while the frozen dessert spending index was 5.3 points above baseline.

These gains reflect stronger spending relative to non-user households. They are index-point changes, rather than percentage increases in GLP-1 households’ actual spending.

The journey may also include stopping and restarting treatment. 48% of surveyed previous-user households say they are at least somewhat likely to restart within the next year.

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.

For manufacturers, retailers and restaurants, the findings underscore the importance of following consumers beyond their initial adjustment to treatment. Opportunities evolve as households change their food choices, revisit dining occasions and purchase products that support new needs and routines.