GLP-1 medications are changing shopping behaviors, with people using these drugs shifting away from pantry staples and “carb-centric” goods toward protein- and fiber-rich items. According to Numerator’s GLP-1 usage tracker in August, spending from this shopper cohort has declined nearly 4% compared to similar households not using GLP-1 medications after one year.
This cohort accounts for over $660 billion in consumer spending across CPG, general merchandise, and quick-service restaurants. In response, grocers are working to establish themselves as GLP-1 destinations, with The Giant Company offering store tours to customers and ShopRite launching wellness kits designed for customers new to GLP-1 medications.
GLP-1 usage for weight loss and management is only temporary, so grocers need to support shoppers after they come off the medication. Research shows consumers’ grocery shopping habits stay the course for the first few months after coming off GLP-1 medications, but by the six- to 11-month mark, that behavior largely converges back toward non-user norms, according to Sherry Frey, vice president of Total Wellness at NielsenIQ.
Frey advises retailers to create specialized sections for protein and fiber, bundle complementary products, and emphasize nutritional perks on shelves. She also recommends offering meal plans focused on fullness and balanced nutrition, alongside tailored loyalty program suggestions.
Hy-Vee has implemented wellness initiatives designed for shoppers taking GLP-1s for weight management, but CEO Jeremy Gosch said the company is trying to focus on the broader picture and support shoppers once their stint on the medication ends. Jeremy Gosch said during his keynote address at the Groceryshop conference in September, “We all know about GLP-1s, but the problem with GLP-1s is it’s going to help you eat less. It’s not going to change what you eat.”
In July, Hy-Vee introduced a wellness program that aims to both help individuals taking the medications and also establish healthy habits they can continue practicing once they’re off the medication. The six-week, self-guided online course included one-on-one check-ins with a Hy-Vee registered dietitian, video modules, and personalized goal setting.
Jeremy Gosch wants to cater to GLP-1 users, but he is also looking to keep this consumer cohort – as well as their new healthy eating practices – once their time on the medication ends. Jeremy Gosch said, “When they come off of the medication, they’re putting the weight back on.” He added, “So we’re trying to make it so they have the ability to eventually not be medicated anymore because they’re going to change what they’re eating.”
