Weight-loss medicine users increase their spending on fresh fruit and vegetables, US data shows.
Industry insiders in the United States are gearing up for weight-loss drugs to shake up the consumer economy as they seep into every sector - including apparel, restaurants, grocery, gyms and travel.
They are causing a “psychological shift” for the people taking them, said Ali Furman, a partner in PwC’s US consumer markets division.
As their bodies change, she said, so are their decisions on how to spend their time and money.
In just over a year, the percentage of US adults taking drugs such as Ozempic, Wegovy, Mounjaro and Zepbound more than doubled to 12.4%, according to Gallup.
The survey also reported that the obesity rate fell from almost 40% in 2022 to 37% in 2025.
Some companies are already responding by acquiring health food brands, renovating hotel gyms and changing lunch menus.
That’s only scratching the surface, said Diana Melencio, a partner at XRC Ventures, an early-stage venture capital firm.
“It’s revolutionary,” she said. “GLP-1s will play a huge role in society.”
How will these drugs reshape the consumer economy and what companies are doing to adapt.
Pharmacies
The drugs come with some uncomfortable or harmful side effects, including indigestion, nausea and loss of hair and muscle mass. As a result, sales for supplements and vitamin-rich beauty products have surged.
Some studies suggest that the medication might also boost fertility. Purchases of pregnancy test kits among a cohort of GLP-1 users surged 148% over the course of one year, according to NielsenIQ (NIQ).
Electrolyte supplements, hair-growth products and anti-nausea medications have skyrocketed among GLP-1 users.
Some brands are marketing new product lines aimed at consumers who take the medications, and industry experts expect more companies to jump in.
There are risks, however, of some supplement companies making misleading claims of replicating GLP-1 shots. “The US has pretty loose standards when it comes to the vitamins, minerals and supplements sector,” Melencio said.
Grocery stores
With the elimination of “food noise”, which can lead to bingeing and distracting thoughts about eating, GLP-1 users are cutting back on snacks and spending more on healthy items.
Compared with non-GLP-1 households, GLP-1 users reduced their spending by 10% over a year across 100 categories including groceries, quick-service restaurants and tobacco, according to the data company Numerator.
While the fallout could hurt the snack food industry, some companies are innovating and acquiring health food brands.
They’re focused on high-protein items, which support muscle mass, are highly satiating and boost metabolism, as well as quick and healthy frozen meals.
GLP-1 users have reported craving a crunchy carrot and tart kiwifruit over a salty chip. Over a 13-week period last year, they increased their spending on fresh fruit by 14% and on vegetables by 38% compared with the year before, according to NIQ.
Sales of chips, baked goods, and packaged biscuits per consumer fell an average of 6.7 to 11% in their first six months on the medication, according to a Numerator and Cornell University report.
To offset these losses, packaged-goods brands are developing food and beverage products, such as protein-packed frozen meals and marketing them as “GLP-1 friendly”.
Food labs are also testing products that help counteract the drugs’ side effects by including extra protein, fibre, vitamins or antioxidants.
Studies show that GLP-1 drugs can suppress alcohol cravings among heavy drinkers.
Users spent 14.5% less in the category after starting the treatment, while non-alcoholic wine and beer purchases among the group ballooned by 1158% and 935%, respectively, according to NIQ. High-protein drinks and probiotic brands that promote gut health - which are also popular among non-GLP-1 users - are seeing significant growth.
Fashion and beauty
Weight-loss drugs create an opportunity for clothing brands as consumers refresh their wardrobe while they shed kilograms.
GLP-1 users are also gaining confidence and boosting their spending on beauty products and new clothes to go out in, said Kelly Pederson, a partner in global retail leadership at PwC.
Sales are up for smaller-size clothing for men and women, according to a recent study from Impact Analytics.
Demand for women’s tops in extra small and small sizes rose 2% from 2022 to 2024 and were down 2% for large and extra-large sizes. Analysts say it will probably be more difficult to find larger sizes in stores, with retailers shifting most of that inventory to online only.
Formalwear sales surged 80% and sporting goods jumped 24% in the first six months of 2025 compared with the same period last year, according to credit and debit card data from Consumer Edge.
This “could indicate a need [or] desire to buy new clothing and accessories after undergoing a positive life change,” said Michael Gunther, Consumer Edge’s head of insights.
There are also more affordable and eco-friendly ways to spend on apparel.
Consignment and thrift shop spending among GLP-1 users surged 80%, according to Consumer Edge, as consumers look to save as they go down sizes. Resale outlets are seeing an uptick in larger sizes for donations and consigning.
Fast food and restaurants
Grocery data indicates that consumers taking GLP-1s are spending more time cooking at home instead of dining out.
In the six months after starting the medications, users reduced their spending on dining out by 8.6%, according to Numerator and Cornell University.
Weight-loss drug users are changing how they visit fast-food restaurants, both at late-night drive-throughs and in the morning.
In addition, fast-food restaurants saw a slight decline in breakfast sales, according to Leo Feler, chief economist at Numerator, while dinner sales saw a 6% decline. GLP-1 users are also forgoing pizza in favour of garden salads and chicken entrees, Feler said.
While it’s unclear how vast the effect will be on the restaurant industry, some chains are introducing GLP-1 menu options that advertise high protein and are marketing healthier options. Some chains are experimenting with snack boards and smaller portions at a reduced price.
Gyms
With the risk of losing muscle mass, GLP-1 users are encouraged to exercise and strength train. They’re also spending on items linked to a more active lifestyle, like wearable electronics, which saw sales rise 29% over six months among the group, according to Consumer Edge.
Gyms have been gearing up to meet the moment, with some tailoring programmes for members taking the medications. Industry experts say this trend will grow, with more gyms advertising their services to members on the drugs or looking to transition off them and maintain their weight loss.
Some gyms are opening health clinics, creating easier access for members to get a prescription. Life Time, a health club chain, has opened clinics that include personal trainers and doctors who can prescribe the medications.
Travel
With extra energy and confidence, GLP-1 users may invest more in adventures outside the home. PwC research observed a 15% increase in GLP-1 users who reported having a more positive body image.
This, analysts believe, could eventually increase spending in entertainment areas, such as theatres, live sporting events, concerts and amusement parks.
The travel industry could also get a boost, with people feeling more comfortable on airplanes and more enthusiastic about trips involving walking and hiking. Wellness tourism is also on the rise.
Furman is telling clients to market health-focused holiday packages and fitness amenities. GLP-1 users are more open to taking active holidays rather than sitting by the pool or ocean.
There’s less emphasis on juice cleanses and more on workout classes and healthy food options. Some hotels have begun upgrading their gyms, she said. Casinos could see business decline because the drug may reduce the urge to gamble.
Complications
While the potential for these drugs to become truly mainstream is massive, there’s still a barrier to entry.
The cost of the drugs is prohibitive for many Americans, reaching as much as US$6000 a year even at a discounted rate.
Those with Type 2 diabetes, obesity, heart disease, sleep apnoea and high blood pressure and cholesterol can qualify for insurance coverage. But some have reported battling their insurers to get a reasonable price.
Some Americans could get a reprieve on prices. Last month, the White House announced a deal with the drugmakers that will lower the price of weight-loss drugs for some patients covered by Medicare and Medicaid.
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