Getting to know GLP-1 users, a new type of consumer

The surge in GLP-1 weight-loss medication usage in the U.S. signals a pivotal time for the food and beverage industry, with consumer spending on food expected to drop by an estimated $50 billion annually.¹ But while GLP-1 users are eating less, they represent a still-vibrant market of $190 billion, indicating significant opportunities for businesses that can navigate the changing dietary preferences and habits brought on by these medications.²

Understanding the evolving landscape requires a focus on distinct consumer personas, identified by KPMG, each with unique needs and behaviors. The Calorie Cutter continues purchasing familiar foods, albeit in smaller amounts. The Healthy Choicemaker looks for nutritious alternatives within their usual menu. The Category Hopper is adventurous, seeking out new products that promise health benefits. The Premium Purchaser prioritizes quality and experience over quantity, while The Basics Buyer leans towards simplicity and cost-effectiveness.

To thrive in this shifting market, food and beverage companies must be willing to innovate and adapt their offerings to meet the demands and needs of GLP-1 users. Whether through product development, packaging innovations, or marketing strategies, tapping into the nuances of these consumer segments can help businesses protect against the downturn in consumption and even grow in the new weight-loss drug era.

Ready to discover more? Download our comprehensive paper today and learn how your business can tailor its portfolio to navigate and flourish in the evolving food and beverage industry landscape. Download the Paper.

Sources1&2: KPMG analysis of data from U.S. federal government agencies including USDA, NIH, and CDC; Morgan Stanley Research AlphaWise Survey