The rise of GLP-1 weight-loss medications has created new avenues for health and wellness needs for consumers that grocers are trying to meet — resulting in a growing overlap between grocers’ food aisles and their pharmacies.
As more customers gravitate towards these medications, recent moves by grocers show how they are trying to establish themselves as destinations not only for the drugs themselves, but also for the food, beverages and guidance that can support the dietary needs of GLP-1 users.
Publix’s latest GLP-1-focused initiative, announced Tuesday, is meant to serve as a guide for weight-loss drug users. The Florida grocer’s free “Create a lifestyle that lasts” brochure aims to assist shoppers in finding foods and other items that support weight loss. Inside the brochure is a QR code that leads shoppers to a product page showing protein and fiber options as well as a filter to find which items are on sale or have coupons.
Publix also outlined GLP-1 resources it offers, such as its “Better Choice” shelf tags for items that Publix registered dietitian nutritionists have determined contain vital nutrients. The grocer also recently added protein and fiber-specific categories in its digital weekly ad.
The correlation between GLP-1 medications and the rising demand for protein- and fiber-packed goods has not gone unnoticed by food retailers.
“[A]nything protein right now is doing extremely well,” thanks to the influence of GLP-1 drugs on customers, Costco CFO Gary Millerchip told investors last Thursday during the retailer's third-quarter earnings call.
Several popular new Kirkland private label items are packed with protein. Millerchip said its Kirkland Signature Beef Stick is “doing tremendous volume,” while CEO and President Ron Vachris noted that the new Kirkland Signature Ultra Filtered Protein Milk “has just taken off.”
But even if grocers aren’t directly marketing these protein- and fiber-centered products specifically for GLP-1 users, the diet trends stemming from the weight-loss drugs are apparent.
Meijer, for example, has been on a protein and fiber product launch tear, calling shoppers’ increasing fiber intake “the breakout nutrition goal for 2026,” in an April press release. The retailer said it has over 120 store brand products with at least 5 grams of fiber per serving. Meijer also plans to add more protein-heavy private label goods this year, including sesame protein pasta salad under its Frederik’s by Meijer line and finished double-smoked beef sticks under True Goodness by Meijer.
Meanwhile, Trader Joe’s revealed at the start of this year that the No. 1 favorite new product in its annual customer choice awards was protein pancakes. The grocer’s healthy take on the breakfast favorite includes 20 grams of protein in a four-pancake package, co-host Matt Sloan said on the grocer’s podcast.
Behind the counter efforts
Food isn’t the only way grocers are showing up for their GLP-1-using shoppers, as their pharmacies aim to prove they are a go-to source for GLP-1-related needs.
At the start of the year, Publix focused on affordability, announcing in February that its pharmacy rolled out limited-time savings on select GLP-1 therapies through a discount card program. Similarly, a few weeks later, Kroger announced that its pharmacies participate in several savings programs that can reduce eligible customers’ costs for filling certain GLP-1 medications.
Costco’s pharmacy business played a vital role in capitalizing on the rise of GLP-1 medication use as the department works to help Costco members access the drugs in a “very cost-effective way,” Millerchip told investors. Increased GLP-1 demand and the inclusion of Wegovy and Ozempic in Costco’s member prescription program contributed to its pharmacy business’ market share gains this past quarter, he said.
ShopRite’s pharmacies earlier this year offered limited-time wellness kits designed specifically for new GLP-1 users, with each containing a guide from ShopRite’s dietitians, product samples and coupons for healthy grocery items. The free kit was available to shoppers who filled their first GLP-1 prescription at a ShopRite Pharmacy.
