How GLP-1 Medicine Are Reducing Down Grocery Spending

Ozempic, Mounjaro, and different glucagon-like peptide-1 drugs, in any other case often called GLP-1s, are altering how People store for groceries. 

In early January, Meals & Wine printed a narrative about how meals firms are releasing all-new merchandise or reimagining the advertising and marketing of outdated ones to attraction to extra GLP-1 customers who could also be searching for particular diet wants like high-protein, high-fiber meals. In that story, we talked about one tiny however essential analysis paper by Cornell College that confirmed that households with no less than one GLP-1 consumer are considerably lowering their grocery spending. However what, particularly, are they spending much less on?  

Within the paper, printed on December 27, 2024, the researchers famous that they reached this conclusion after analyzing knowledge from Numerator. Numerator hyperlinks survey responses from 150,000 households on GLP-1 remedy adoption and timing to meals purchases to offer a consultant panel of households in the USA. Importantly, its survey additionally took into consideration “off-label customers,” aka these people who find themselves not seen in insurance coverage claims knowledge as their drugs are bought out of pocket, giving a extra “complete understanding of adoption tendencies.”

After transaction knowledge, the workforce used a “difference-in-differences” framework to match GLP-1 adopters and non-adopters and located that, on common, adopters decreased their grocery spending by 5.5% within the first six months, whereas higher-income households had a “notably bigger discount, averaging 8.6%.” 

The researchers then took it one step additional by analyzing 40 product classes to see the place GLP-1 customers are spending extra and fewer. They discovered that the most important reductions have been within the ultra-processed classes, together with “snack meals, sweets, and different calorie-dense objects,” together with different items typically related to “impulse purchases,” like chips and sweets.  

However the reductions in spending did not cease there. In line with the evaluation, GLP-1 customers additionally confirmed a decline in “food-away-from-home expenditures.” The researchers discovered that customers declined their spending at limited-service eating places, together with quick meals chains and occasional retailers, with the “most pronounced” reductions throughout breakfast and dinner occasions. 

Nevertheless, GLP-1 customers did present will increase in spending in some grocery retailer areas. Particularly, the evaluation exhibits that “nutrient-dense choices, reminiscent of yogurt, recent produce, and diet bars,” have been the “least affected” by the modifications in buying. As Meals & Wine reported, that is doubtless why so many manufacturers are going all-in on their protein-rich meals.

Maybe most significantly, the analysis confirmed that this will not be a passing fad. It analyzed buying knowledge 12 months into GLP-1 customers’ journeys and located that whereas the magnitude of reductions plateaus at round six months, it stays “destructive and statistically important” a full 12 months later.

“Our findings spotlight the potential for GLP-1 drugs to considerably reshape shopper meals demand,” the workforce wrote, including that it is “a pattern with more and more essential implications for the meals business as adoption continues to develop.”