The Unexpected Ways GLP-1s Are Transforming Consumer Behavior

BCG

Research

12 Pages

A BCG slideshow examines how GLP-1 drugs are reshaping consumer purchasing behavior across food, supplements, apparel, and dining, based on a survey of roughly 1,900 users.

Key Takeaways

Market doubles by 2030 US GLP-1 users grow from 16M today to a projected 32M, with adherence far messier than assumed: a third lapse, but two-thirds of those intend to restart.
Household spillover multiplies reach Roughly two-thirds of users' household members change their own eating habits, turning 16M active users into ~24M in effective demand.
Spending rotates toward function Protein, fiber, produce, and supplements gain sharply while alcohol, salty snacks, soft drinks, and confectionery decline; some categories rebound post-lapse, others keep falling.
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