Daily Mail graphs reveal Ozempic's dramatic impact on the American diet

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The Impact of GLP-1 Medications on American Consumer Behavior

The rise of blockbuster weight-loss drugs like Ozempic has significantly influenced the way Americans shop for food, according to a recent study. Researchers from Cornell University have found that the global market for GLP-1 medications, including Wegovy and Mounjaro, surpassed $50 billion in 2023 and is expected to double by the end of the decade. These drugs are now being used by one in eight American adults, or approximately 30 million people, and have transformed not only weight loss but also dietary habits and diabetes care.

To understand this shift, the Cornell team analyzed data from Numerator, which tracks the purchasing behaviors of 150,000 U.S. households. Over a two-year period, they examined how these households spent money on groceries, fast food, and online food deliveries. Additionally, they surveyed participants to determine if they were aware of GLP-1s and whether they were using them or considering their use.

The findings reveal a significant increase in GLP-1 usage between October 2023 and July 2024, with a 34% growth. Households earning at least $80,000 per year were more likely to use these medications for weight loss rather than for managing diabetes, which was their original intended purpose. This trend became more pronounced starting in the summer of 2023, with the gap between weight loss and diabetes treatment widening over time.

Households with members taking GLP-1s also saw changes in their shopping habits. They spent about five percent less on groceries and bought five percent fewer items six months after starting the medication. Their shopping carts reflected these changes, with reduced spending on chips, baked goods, and cheese, while purchases of yogurt and fruit increased.

GLP-1 users also cut back on dining out, spending about eight percent less at fast food chains and coffee shops. Overall, the percentage of households using GLP-1s rose from 11.5% in October 2023 to 16% in July 2024, marking a 34% surge.

Within six months of starting the medication, households reduced their spending on chips and similar savory snacks by 11%, bakery treats by nine%, and cheese by seven%. Other categories such as sides, salad dressings, oils, baking ingredients, meat, and eggs also saw declines of around six%.

After seven to 12 months, the most significant drop remained in chip purchases at 8.6%, followed by an eight percent decrease in egg and fresh vegetable purchases. Water purchases also declined by 0.5% initially, with a larger drop of 2.8% after a year. This may be due to the drugs' effect on slowing stomach emptying, which can reduce thirst signals.

Despite these decreases, some food categories saw increases. Yogurt purchases rose by 3.5%, meat snacks by 1.5%, and fresh fruit by 1.4%. Nutrition bars also saw a slight increase of 0.3%. After seven to 12 months, yogurt and meat snacks continued to see the highest increases, while nutrition bar purchases started to decline.

Greek yogurt, high in protein and fiber, supports satiety and helps prevent muscle loss associated with GLP-1 use. Meat sticks offer a good source of protein, while fruits and nutrition bars are low in calories.

Income levels also played a role in how these drugs were used. For those earning $80,000 or less, diabetes control was the primary reason for using GLP-1s. However, among higher-income individuals, weight loss was the main motivation. Those earning over $200,000 were twice as likely to use GLP-1s for weight loss rather than diabetes management.

Age also influenced usage patterns, with younger individuals under 54 more likely to use GLP-1s for weight loss, while those over 55 were more likely to use them for diabetes.

The study, published in the Journal of Marketing Research, highlights the potential for GLP-1 medications to reshape consumer food demand. However, there are limitations, such as focusing on food purchases rather than actual consumption and examining household spending instead of individual habits. Longer-term studies are needed, as many users discontinue the drugs within a year.

As the popularity of GLP-1s continues to grow, their impact on the food industry and consumer behavior is becoming increasingly significant.