Actionable strategies for brands confronting the growing impact of GLP-1 adoption
According to the latest Gallup survey, 11% of U.S. adults — roughly 38 million people — are currently taking GLP-1 medications for weight loss purposes. That usage rate has nearly quadrupled since 2024. Factor in the consumers who take the medication for its original purpose of treating type 2 diabetes, and you have a cultural phenomenon in which 1 out of every 8 U.S. residents has a GLP-1 prescription, according to KFF.
That creates a substantial subgroup of consumers with dramatically different dietary needs and significantly altered shopping behaviors. But the impact extends well beyond the individuals taking the medication because those changes in shopping behavior are affecting the purchase and consumption habits of entire households.
And that is leading to a trend which many long-term packaged goods marketers believe may be unprecedented in terms of its potential impact on the industry — with implications for nearly every product category.
In Mars United’s latest report, thought leaders Meghan Howard, Chief Revenue Officer at Chicory, and our own Lauren Tonkin, SVP-Client Leadership, assess those implications and present recommendations for the many brands that need to re-evaluate their commerce marketing practices in response to the GLP-1 phenomenon. Using proprietary research conducted by Chicory this spring and the extensive market analysis conducted by Mars United, Tonkin and Howard present immediately actionable guidelines that any brand can follow to address “The Great American Slimdown.”
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