Dive Brief:
- Twice the number of households (22%) now have a current GLP-1 user as compared to October 2023, according to the latest survey in Numerator’s quarterly GLP-1 usage tracker.
- The firm’s research also found that grocer spending has declined among GLP-1 users compared with similar households not using GLP-1 medications after one year.
- Numerator reported that GLP-1 users are spending more on self-care and appearance items such as fragrance, skincare and supplements.
Dive Insight:
The impact of GLP-1 medications on the grocery industry continues to intensify as the consumers who use them become an “increasingly influential consumer group for brands and retailers,” Numerator wrote.
Despite households using GLP-1 medications spending nearly 4% less at the grocery store compared to similar households not using the medication, grocers should still work to appease these consumers as they account for more than $660 billion in consumer spending across CPG, general merchandise and quick-service restaurants, according to Numerator.
Numerator found that GLP-1 users’ grocery baskets are moving away from pantry staples and “carb-centric items” like pasta and bakery goods and toward items centered on protein, fiber, seafood, functional nutrition and more intentional snacks.
This trend will likely continue as 23% of U.S. consumers surveyed by Numerator said they would consider taking GLP-1 medications. However, nearly two-thirds of former users discontinued GLP-1 treatment within six months, indicating that the market is “still largely shaped by recent adopters,” Numerator noted.
Numerator has tracked GLP-1 usage since 2023 for its quarterly report, and collected more than 95,000 responses in its latest survey.
