Weight-Loss Drugs Reshape Consumer Spending, Study Finds
Users of popular GLP-1 medications like Mounjaro and Wegovy report reduced appetite, leading to significant shifts in grocery and retail purchases.
The widespread adoption of weight-loss medications such as Mounjaro and Wegovy is altering consumer spending habits, with users reporting decreased appetites and subsequent changes in their purchasing patterns. These drugs, which mimic the natural hormone GLP-1 to regulate hunger, have led to a notable reduction in grocery spending among households that include users, according to market research.
A study by Worldpanel by Numerator, based on survey responses and observed purchase data from over 11,000 UK households in February, found that households with at least one GLP-1 user spent an average of £418 less on groceries in the year after starting the medication compared to non-users. This reduction equates to an estimated £780 million in decreased grocery spending nationally.
These findings align with a peer-reviewed study from Cornell University published last year, which observed that US households with a member using weight-loss drugs spent 5% less on groceries within six months of starting the medication. This figure rose to 8% for higher-income families.
Shifting Shopping Baskets
The impact extends beyond staple groceries, influencing purchases across various retail categories. Data indicates that GLP-1 users are buying less of certain items, such as fresh bakery products, chocolate, and alcohol. Conversely, their spending has increased in other areas, including fresh juice and smoothies, prawns, peaches, mouthwash, chewing gum, and hair styling products and dyes.
Users also report eating out less frequently. A survey of GLP-1 users indicated that 62% are cutting back on or trying to reduce meals eaten outside the home. Furthermore, 40% desire smaller portion sizes on menus, 25% look for GLP-1 friendly menu options, and 13% have stopped ordering takeaways altogether.
Personal accounts reflect these trends. One user shared that after taking weight-loss jabs for about 18 months, they went from 86kg to 63.5kg. This individual buys less food, particularly less instantly gratifying items like biscuits or puddings, and eats smaller, healthier portions. However, they noted a significant expenditure on new clothing as their old wardrobe no longer fits, shifting from a size 18 to a size 10 or 12. Another user, taking Mounjaro for nearly two years, lost from 106kg to 80kg. They initially paused treatment due to cost but noted a change in eating habits, no longer succumbing to temptations like sausage rolls or pints. This user now buys more protein-based foods and invests more in clothing due to increased confidence in their appearance.
While many users report savings, some face financial challenges. A survey indicated that among GLP-1 users, 85 cited cost concerns as the primary reason for pausing their treatment. Other reasons included side effects, personal preference, achieving weight goals, weight loss plateaus, and doctor recommendations.
