A new report from EY-Parthenon highlights how the rapid rise in GLP-1 medication use is altering everyday food and drink decisions for millions of Americans. ([1])The medications, originally developed for diabetes management, have seen adoption nearly triple in two years, with many users now taking them primarily to support weight goals. This change is translating into measurable reductions in certain snack categories while increasing demand for other items.
Scale of Adoption and Survey Details
The EY-Parthenon GLP-1 Consumer Impact Report, released on October 22, draws on responses from 14,883 people in the general U.S. population and 3,602 current or former users of the medications. It shows that 21 percent of U.S. adults have now tried GLP-1 drugs, compared with 8 percent in 2024. For the first time, 54 percent of users report taking the medications mainly for weight management rather than for diabetes or other conditions.
These figures point to a structural change in consumer behavior rather than a short-term trend. The study also projects that 35 to 40 percent of U.S. adults could have used a GLP-1 medication by 2033, though it notes ongoing questions around side effects and insurance coverage that may influence future uptake.
Changes in Food and Drink Patterns
Users describe clear adjustments in their daily intake. Almost two-thirds, or 63 percent, report eating fewer sweet snacks, while 57 percent have reduced salty snacks. At the same time, 66 percent say they consume more fresh produce and 61 percent report higher protein intake. These shifts align with the appetite-suppressing effects of the medications and a broader move toward nutrition-focused choices.
Beverage habits show similar movement. Just over half of users, 51 percent, drink fewer soft drinks, and 44 percent have increased their intake of functional beverages. Alcohol consumption has also declined for many, with 45 percent scaling back and 40 percent stopping altogether. The report emphasizes that these patterns are not limited to the individual user.
Household Influence and Broader Effects
Because 94 percent of the GLP-1 users surveyed serve as primary grocery shoppers, their preferences affect entire households. Meal planning, cooking routines, and overall purchasing decisions often change as a result. This ripple effect extends the impact of the medications beyond the person taking them.
The study also documents adjustments in other areas of spending. Many users report a “wardrobe reset,” with 72 percent changing clothing sizes and 46 percent switching apparel brands due to fit. Such lifestyle changes create new considerations for retailers across categories.
Implications for Brands and Retailers
EY-Parthenon leaders note that companies should avoid assuming uniform behavior across all GLP-1 users. Adoption rates and resulting shifts vary, requiring tailored approaches to product development and marketing. The medications are viewed as a longer-term influence on innovation, portfolio strategy, and investment decisions rather than a passing phase.
Concerns about affordability, access, and side effects remain relevant factors that could moderate the pace of change. Still, the data indicate that brands and retailers who monitor these evolving preferences stand to maintain relevance in a more health-oriented consumer environment.
What matters now: The report underscores that GLP-1 use is reshaping not only individual diets but also household purchasing and broader retail categories, with snack and beverage adjustments among the most immediate effects observed.
Overall, the findings illustrate how medical treatments for weight management are intersecting with routine consumer decisions in tangible ways. Continued monitoring will help clarify how these patterns develop as adoption grows and as new data emerge on long-term outcomes.
AI Disclaimer: This article was created with the assistance of AI tools and reviewed by a human editor.