GLP-1s: Seizing Opportunity in a New CPG Landscape

Since gaining FDA approval in 2021, semaglutides—better known as GLP-1 drugs—have emerged as one of the most transformative pharmaceutical breakthroughs of this decade. For leaders in the food and beverage space, the question is no longer if GLP-1s will influence their categories, brands and service models, but how.

GLP-1s: Seizing Opportunity in a New CPG Landscape offers a concise yet comprehensive view of GLP-1s’ impact across the food industry and what it means for your business. It captures the usage and attitudes across 12 pace-setter categories (listed under “key topics” below), while also identifying emerging perceptions, expectations and patterns of behavior among current users.

While most other research focuses exclusively on current users or “GLP-1 households,” this report goes a step further by identifying not just what, but who is next. We examine prospective GLP-1 adopters and the attitudes and behaviors that make them especially receptive to GLP-1s—and which adoption barriers still remain. We also look at "Holdouts"—those less likely to adopt GLP-1s—giving you a complete picture of consumer participation. With this perspective, you’ll be well-positioned to identify growth opportunities, develop innovation pipelines and refine messaging for long-term success.

Published June 1, 2026 | 63 pages | U.S. market coverage

General report (PowerPoint and PDF)
12 pace-setter category dashboards
Demographic data tables (Excel)

Quantitative Research: Online national survey fielded April 4, 2026–April 14, 2026, n=2,268 U.S. adults aged 18–80, with oversample of GLP-1 Users (net n=1,103)
- Margin of Error (MOE) for Total ±2.1% at 95% confidence level
- Margin of Error (MOE) for GLP-1 Users ±3.0% at 95% confidence level
Qualitative Research: Online ethnography with n=12 consumers reflecting a diverse mix of current and former GLP-1 users and non-users; virtual interviews with a subset of n=6 participants.

Methodology
Executive summary
A new driver for cultural change
Consumer journeys with GLP-1
GLP-1 and the reshaping of food experiences
GLP-1 and category dynamics
Parting thoughts and implications

How are beliefs about obesity, disease and intervention changing? Which beliefs are entrenched vs. being disrupted?
What is the degree of GLP-1 awareness? How do users and non-users, "acceptors" and "rejectors," perceive its influence on health and aspirations?
Who are the "GLP-1 consumers" of today and tomorrow? Where do they intersect and diverge with existing segmentations?
What are the attitudes, behaviors and choices reflected in this increasingly diverse "GLP-1 cohort" and where are needs most underserved?
What are the product-level attributes, benefits and occasions the food industry must prioritize? How does this vary by category and channel?
What does it mean to create value for users across the financial spectrum? Will innovation positioned for more meaningful experiences come at the expense of value-driven innovation?

Channels included: