Report

GLP-1: Unpacking the impact on consumer behaviour

Name: ChatGPT Health: a new voice in the consultation room
Author: STRAT7

New research from STRAT7 reveals how GLP-1 adoption is reshaping what consumers want, how they choose, and where brands need to innovate - across food, drink, and beyond.

Key stats

1,441 consumers, 4 markets, UK, US, Germany, Sweden.
38% plan to use GLP-1 for over a year.
73% influencing household food purchases.
54% spending less on F&B, but willing to pay more for the right products.
79% experiencing side effects, creating adjacent opportunities.

Download the report

See where demand is changing, which categories are most exposed, and where new opportunities are emerging.

Why this research matters

Most GLP-1 research focuses on declining food and drink consumption. Our study reveals a more complex picture.

While some categories face significant disruption, others are seeing entirely new sources of demand emerge. From hydration and supplements to beauty and personal care, GLP-1 is creating opportunities well beyond food and drink.

What’s inside?

A shift, not a fad: Why GLP-1 is likely to be a permanent market shift and why its impact extends beyond users themselves.
Changed choices and preferences: How GLP-1 is recalibrating consumption habits, spending patterns and category demand.
Wide-reaching opportunities: Where new demand is emerging across hydration, supplements, beauty, personal care and beyond.
The numbers behind the shift: Exclusive data from 1,400+ consumers across 4 markets.
Implications for brands: Practical actions for innovation, positioning and growth.

"This research was driven by client demand. Multiple consumer goods, consumer health, and out-of-home brands came to us asking for data on GLP-1’s real-world impact. We designed the study to answer the questions they couldn’t find answers to elsewhere."

Let us know how we can help you win at change.