GLP-1 Agonist Use Is Broad
Penetration of GLP-1 agonist usage has reached meaningful new levels. The Washington Post reports 12.4% adult penetration across Ozempic, Wegovy, Mounjaro and Zepbound.  This data is consistent with a survey from a 2025 RAND Corporation study (American Life Panel) showing that 11.8% of U.S. adults report that they have ever taken a GLP-1 agonist. A 2024 Kaiser Family Foundation study estimated that 6% of the population falls into the “current user category.” However, there is also consensus that these numbers likely under-report usage because of the explosion of compounding and telehealth companies that began promoting and selling these drugs during shortages, and who are not covered in most market measurements.

Multiple Forces will Drive GLP-1 Expansion
Importantly, it appears that usage will continue to expand, driven by both consumer interest in the current benefits, continued innovation, FDA approvals, and potential approval for new benefits and cost reduction. The same RAND survey finds that 14% of U.S. adults say they are interested in taking a GLP-1 agonist, while about 74% say they do not plan to. On December 23, 2025, the US FDA approved Novo Nordisk’s GLP-1 pill, and is reviewing a pill from Eli Lilly. The new form should dramatically reduce key barriers to usage: pain and injection competence – and could be available as early as January 2026. In 2024, the FDA approved GLP-1 medication for sleep apnea, and there are several potential drivers for broader usage:

• The FDA recently approved Ozempic (semaglutide) for patients with type 2 diabetes and chronic kidney disease to reduce progression risk and cardiovascular events – expanding the benefit profile for that indication.
• There is growing momentum for GLP-1 therapies to address metabolic and liver-disease conditions as well as addiction. For example, in 2025 the drug class is being discussed for impact on metabolic-associated steatohepatitis (MASH) and other comorbidities – though full FDA approval for many of these is still pending and research continues with addiction patients.
• Telehealth and DTC expansion have lowered the friction to acquire GLP-1 agonists. LillyDirect, Ro, Teladoc, LifeMD, Hims/Hers and others now offer streamlined prescribing and lower self-pay programs, including compounded options starting around $300-$400/month. In the most recent earnings call, Eli Lilly reported that Lilly Direct (cash pay) now makes up 30% of total US Zepbound scripts (up from 20% in 2Q25) – this means Lilly Direct is likely now doing $500mm+ in Zepbound sales in 3Q.
• Cost is improving, but reimbursement remains fragmented. Medicaid coverage has grown to 16 states, while others are pulling back due to cost, as prescriptions and spending continue to rise sharply. This is creating uneven regional demand effects. While there was discussion of opening GLP-1 drug reimbursement through Medicare/Medicaid for obesity, this ultimately was NOT approved in 2024. Some GLP-1 drugs may gain coverage under non-obesity indications (e.g., cardiovascular risk), but plans aren’t required to include them.
• The Trump administration has, however, worked directly with drug manufacturers to reduce costs. Both Eli Lilly and Novo Nordisk have dropped pricing through their DTC sites. Eli Lilly has partnered with telehealth platforms Teladoc Health and LifeMD to sell Zepbound at a discount, while Novo Nordisk has partnered with Costco to lower its drug prices for Costco members. A recent federal agreement could also cap Medicare patient costs for some GLP-1 drugs at $50/month in 2026 – pending approvals – though this is not equal to broad Medicare coverage.
• More innovation is on the horizon. In addition to the pill formats, Eli Lilly is headed to Phase 3 trials with Retatrutide, a triple-agonist drug, which shows promise to step change not only appetite suppression and insulin response, but fat burning. While not yet approved anywhere in the world, the drug (and compounded sources) is already a popular topic. Google searches have already doubled since August, and it is a frequent topic of conversation within online weightlifting groups, indicating the potential for it to go viral.

Category Demand Shifts Driven by GLP-1s are Materializing
Most Food and Beverage-related companies have been closely monitoring consumption shifts and scaling for the last 18-24 months. Strategy consultancy, OC&C estimates current penetration creates a 1-2% food & beverage headwind, rising to 3-4% if penetration doubles and KPMG modeling shows potential long-term $41-$55B reductions in annual Food and Beverage spending among GLP-1 users. The categories under pressure include snacks, sweets, bakery, ice cream, and sugary beverages.

Food & Beverage categories showing resilience based on changes in taste preferences, satiety signals and a growing focus on adequate protein intake include fresh produce, meat poultry and fish, yogurt, high-protein snacks, water and hydration solutions, and lighter “mini-meal” formats. In fact, a Rabo Research study found that GLP-1 agonist users are eating beef and chicken nearly daily, which represents a 142 and 122 index vs non GLP-1 drug users. Single serve frozen entrée brands were early to respond with new variants focused on lean proteins and filling fiber, while meal-kit companies (HelloFresh, Factor) are expanding into lighter proteins, broths, and veggie-forward offerings.

Non-Food & Beverage Categories Being Reshaped by GLP-1 Agonist Adoption
GLP-1 drugs don’t just change what people eat—they change how people live, shop, move, dress, supplement, and self-care. Appetite suppression is only one effect. Users report changes in mood, energy, mobility, digestive rhythms, self-image, and spending priorities. Across studies (OC&C, NielsenIQ, KPMG, retail POS trends, health-system reports), we can now map meaningful demand shifts across adjacent industries. Here are samples of categories being impacted and why:

1) Nutritional Supplements (Strong Growth)
Winners: Protein products, micronutrients, hydration powders, collagen, and probiotics
Why: Users eat fewer calories and require nutrient support while GI side effects are driving interest in digestive health and electrolyte balance.

2) Beauty Skin Care & Aesthetics (Significant Growth)
Winners: Skin tightening and anti-aging products, collagen, anti-sagging, cosmetic derm and med-spa services (laser, RF tightening, fillers), and hair thickening/growth products
Why: Rapid weight loss drives skin laxity and texture changes, and hair thinning for some. As users lose weight, there is interest in aesthetics.

3) Beer and Some Alcohol (Declining)
Winners: Spirits, no/low alcohol
Why: Alcohol intolerance, decreased desire for alcohol (especially beer and sugary cocktails), intoxication risk and shifting social occasions tied to appetite changes.

4) OTC, Oral Care, and Healthcare Products (by Subsegment)
Winners: Digestive health, anti-nausea, anti-constipation (fiber, probiotics, stool-softeners, laxatives), electrolyte solutions, mouthwash, hydration gum, and sugar-free mints
Why: GLP-1 agonists create GI and oral side effects as well as increased awareness of the role of blood sugar and insulin.

5) Pet Care (Indirect, but Notable)
Winners: Premium pet food and pet wellness
Why: GLP-1 drug users reallocate spending away from dining out and indulgent snacks → toward home-centered categories, including pets. There are also indications of adoption spikes amongst Millennial GLP-1 users, who over-index on pet parenthood.

6) Travel and Recreation (Growing)
Winners: Outdoor recreation, concerts, wellness retreats, health-forward menus, and snack assortments in hospitality
Why: GLP-1 medication users begin to spend more on experiences over calories.

7) Home Goods and Kitchenware Durables
Winners: Food storage and organization for portioning, hydration gear, air fryers and small-format appliances for lighter cooking, and blenders for GLP-1-friendly smoothies and decor
Why: Ongoing trends are amplified by shifts in spending from dining out and behavioral changes.

How GLP-1 Users Shop
Importantly, GLP-1 agonist usage is not only driving a mix shift, but also channel shifts. NielsenIQ finds GLP-1 users are more likely to shop online, shop club, and auto-ship. This could escalate with the growth of aiCommmerce capability – for example, searches for high-protein on-the-go breakfasts could serve up recommendations and links for protein shakes, nutrient and supplement powders, blenders, and insulated travel mugs.

Updated Guidance for CPG & Retail Leaders (Updated Guidance)
We asked Simpactful’s team of experts for suggestions on how to navigate GLP-1 penetration as both a lasting demand risk – and opportunity. Here are some of their suggestions:

• Strategy: Quantify your risk exposure or upside growth potential due to discretionary income shifts, habit changes, need changes, and channel shifts from GLP-1 usage – and build GLP-1 usage scenarios into your 3-5-year plans.
• Revenue Growth Management: Analyze and develop channel profitability strategies to navigate growth in eCommerce and Club.
• Equity, Innovation and Assortment: Evolve both new and legacy brands to win as demand expands for healthier options.
  • Re-architect equity promises, food portfolios, and innovation plans to meet demand for healthier options, smaller appetites + higher expectations. Consider assortment with higher protein, lower sugar, and lighter texture options, as well as portion-controlled indulgences.
  • Expand into GLP-1-friendly adjacencies – hydration, digestive support, supplements, and beauty products to manage the impacts of rapid weight change.
• Perfect Store and Path-to-Purchase Ready: Design for the GLP-1 Shopper
  • Enhance digital PDPs with nutrition-forward claims and content that is aiCommerce ready.
  • Build auto-ship, minis, bundles, and GLP-1-friendly filters with retailers.
  • Reinforce physical retail with occasion-based merchandising – mini-meals, small indulgences, and satiety-support snacks.

Need to develop GLP-1 Era Strategies and Collaboration Stories? Simpactful can help!
Our team of strategy, consumer insights, innovation, channel, and category experts can help better understand your exposure and what’s required to succeed. For a customized GLP-1 working session, contact us at contact@simpactful.com or 925-234-6394. Visit www.simpactful.com to learn more.