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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.
