CHICAGO – Consumer spending patterns among users of GLP-1 medications continue to evolve beyond the first year of treatment, with new Circana research showing a rebound in restaurant spending, renewed demand for indulgent foods, and growing purchases of health-related products.
The report, GLP-1 Unlocked: The Next Phase of Consumer and Retail Transformation, finds that 37% of surveyed U.S. households have at least one member who has used GLP-1 medications, up from 17% in 2024. Thirty percent report having a current user in the household.
“The biggest misconception about GLP-1 consumers is that they will always buy less,” said Sally Lyons Wyatt, global chief advisor at Circana. “What we’re seeing is a consumer reset. Consumers initially change what, where and how they buy, but their needs continue to evolve throughout the journey.”
According to the research, restaurant spending among GLP-1 households declined relative to that of non-user households during the first year of treatment but recovered to nearly its pre-treatment baseline in the second year.
Spending in indulgent categories also regained ground. By the second year, candy and frozen dessert spending indices were 5.7 and 5.3 points above their respective pre-treatment baselines. Circana emphasized that these figures reflect changes relative to non-user households, not percentage increases in actual spending.
Beyond food and beverages, GLP-1 use is creating purchasing opportunities across the health and wellness categories.
Among surveyed households with a current GLP-1 user, 43% reported buying clothing or footwear because of GLP-1 use in the previous three months. Another 24% purchased a health device or wearable, and 21% bought medication to address treatment-related side effects.
The spending index for wearable devices and health technology rose 15.2 points above its pre-treatment baseline by the second year, indicating sustained demand for products that support consumers’ evolving health needs.
The research also highlights the potential for shifts in treatment adherence and usage patterns. Among households with prior GLP-1 users, 48% said they were at least somewhat likely to restart treatment within the next year.
Circana projects that, if current adoption and spending trends continue, households using GLP-1 medications could account for 40% of U.S. food and beverage units and 41% of non-food units by 2030.
The findings are based on Circana’s 2026 household survey and omnichannel purchasing data collected from August 2023 to July 2026.
Submit Your Press Release
Have news to share? Send us your press releases and announcements.
Send Press Release
