Brands Winning Among GLP-1 Users
As researchers, we’re always noticing and thinking about consumer trends; are they long lasting, are they flash in the pans, etc.? One trend that’s been impossible to ignore is GLP-1 medications.
I’ve been reading lately about GLP-1 drugs lately and how they’re shifting consumer behavior in ways many companies are not ready for. A CNBC article from last year highlighted shifts in grocery shopping, take out, and QSR usage among consumers taking the GLP-1 drugs. These drugs may also pose a challenge for alcohol brands, as they can reduce users' desire or tolerance for beer, wine, and spirits—leading to decreased consumption overall.
In one study it was reported on average, those surveyed reported a 19% monthly decline in restaurant spending after beginning the appetite-suppressing drugs, and the frequency at which they visited these chains dropped by roughly 50%.
For many brands, this is an opportunity to do something new and noticeable. They can develop products and messaging that will help them stand out. Here are a few standout examples we’ve seen:
Smoothie King – Nutritional Support for GLP-1 Users
What they did: Smoothie King worked with nutritionists to develop smoothies specifically tailored to the needs of people on GLP-1 medications, emphasizing high-fiber and high-protein content to help with satiety and muscle maintenance.
Why it matters: The brand directly acknowledges and supports GLP-1 users, helping them make intentional choices that align with their new nutritional needs.
Sweetgreen – Portion Control & High-Protein Focus
What they did: Sweetgreen introduced new protein-forward bowls and lighter, smaller portion menu items to cater to consumers focused on satiety and blood sugar control—key concerns for GLP-1 users.
Why it matters: These drugs often reduce appetite, so GLP-1 users look for smaller meals that are still nutrient-dense and satisfying.
Nestlé – GLP-1 Friendly Product Line
What they did: Nestlé announced the launch of Vital Pursuit, a food and beverage product line tailored for GLP-1 users, including high-protein, low-sugar, portion-controlled items designed to complement reduced appetites.
Why it matters: Nestlé is betting big on the future of weight-loss drugs and aiming to become a go-to provider for foods that support their use.
The situation reminds me of when the Affordable Care Act (ACA) mandated restaurants to publish calorie counts, revealing to consumers that their choices weren’t as healthy as they believed they were. As a result, many chains had to scramble to revise recipes to avoid losing customers.
As brands aim to acquire, and keep, GLP-1 Users as customers, some of the key elements they’ll want to consider include:
· Bolstering offerings with expert advice/opinions to show consumers the thought and work behind new offerings
· A focus on health and supporting consumers’ health journeys
· An acknowledgment that the brand needs to adjust to consumer behavior and needs (not the other way around)
If your brand is ready to engage with GLP-1 Users, test new products, or evaluate campaigns, W5 can help. Our primary research can help brands better understand consumer behavior, perceptions, needs, and unmet need/pain points through a wide variety of research approaches that can get your teams closer to the consumer and the places they eat and shop.