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The GLP-1 conversation has been dominated by food and drink. Understandably so – the impact on eating behaviour is dramatic and well documented. But our new research reveals an equally significant story unfolding in the categories you might not expect.
GLP-1’s impact on the body goes far beyond appetite suppression. It drives a cascade of physical, emotional, and lifestyle changes that are creating entirely new need states – and entirely new commercial opportunities – in hydration, nutritional supplements, beauty, personal care, and even fashion.
The side effect economy
79% of GLP-1 users in our study report experiencing side effects. That’s not a marginal finding – it’s the vast majority. And crucially, the side effects aren’t deterring usage. With 85% of lapsed users willing to try again and 38% of current users planning to continue for over a year, these side effects are becoming an ongoing, managed reality rather than a short-term problem.
The most common side effects cluster into three areas of commercial opportunity:
- Digestive comfort and hydration: Constipation (25%), nausea/vomiting (19%), and diarrhoea (17%) are among the most prevalent side effects, all of which drive demand for hydration, electrolyte balance, and gut support.
- Energy and nutrition: Fatigue and low energy (20%) reflect the reduced caloric intake. Users are consuming significantly less bread (down 48%) and dairy (down 30%) – both key sources of B vitamins, iron, calcium, and protein.
- Beauty, skin, and hair: Hair loss or thinning (13%) and skin dryness (15%) are less common but perceived as among the most severe – with 24% of those affected rating hair side effects as serious enough to consider stopping treatment.
79% of GLP-1 users experience side effects. But 85% of lapsed users would still consider using it again.
– Source: STRAT7 GLP-1 Impact Study, 2026. Base: All users, N=497
The hydration opportunity
Hydration is emerging as the single clearest adjacent opportunity. It’s being driven from multiple directions simultaneously.
Users are more dehydrated: soft drink consumption is declining, while side effects like nausea and diarrhoea increase fluid loss. They’re more physically active: exercise is up 46–48% net among users, increasing fluid demands. And healthcare professionals are reinforcing the message: 41% of current users have been advised by HCPs to drink more water, making it the number one piece of medical advice received.
The result? 71% of users say they’re more aware of staying well hydrated since starting GLP-1 medication, and hydration is the most valued advice users want from their healthcare providers.
The opportunity extends beyond plain water into functional hydration — electrolytes, mineral water, coconut water, and formats designed to support the specific physiological demands of GLP-1 users.
The supplement surge
Reduced food intake means reduced nutrient intake. Users are responding with a significant increase in supplement usage:
- Interest in muscle maintenance and recovery products: +50% net
- Vitamins, supplements, and probiotics: +39% net
- Digestive health products: +28% net
For consumer health brands, this is a clear signal. GLP-1 users are actively seeking out products that fill the nutritional gaps created by their changed eating patterns. There’s an opportunity for targeted supplementation, drinkable nutrition, and nutrient-dense formats designed specifically for this growing consumer group.
The beauty and self-investment effect
Weight loss doesn’t just change what people eat — it changes how they feel about themselves. And that’s showing up in the data.
Interest in beauty and personal care products is up 37% net among GLP-1 users. Interest in fashion and clothing is up 36%. Users are buying clothes in different sizes (+42%), and investing more in how they look and present themselves.
Part of this is functional: hair loss, skin dryness, and loss of elasticity are real side effects that drive demand for targeted skincare and haircare solutions. But part of it is emotional: people are reinvesting in their appearance as their bodies change, creating demand across beauty, personal care, and fashion.
What this means for brands outside F&B
If you’re in consumer health, beauty, personal care, hydration, or functional drinks, GLP-1 is not just a food story — it’s your story too. The question is whether your portfolio is positioned to meet the needs this shift is creating.
The brands that win will be those that understand the specific needs of GLP-1 users, develop credible products and messaging that address those needs, and build visibility with a consumer group that is actively looking for solutions.
Download our new report which reveals how GLP-1 adoption is reshaping what consumers want, how they choose, and where brands need to innovate – across food, drink, and beyond.
About the author
- Claire Jennings
- Director, STRAT7 Incite
Claire is a Director in the consumer team, specialising in large scale, quantitative work designed to identify and unlock opportunities for brands as the FMCG landscape evolves at pace. She has extensive experience working for major beverage brands, food manufacturers and within consumer health. Her recent work focuses on how food and drink brands can continue to drive relevance as competitive sets extend beyond traditional boundaries.
