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-1 will influence their categories, brands and service models, but how.
GLP-1s: Seizing Opportunity in a New CPG Landscape will offer a concise yet comprehensive view of GLP-1s’ impact across the food industry and what it means for your business. It will capture the usage and attitudes for key retail channels and product categories (listed under “key topics” below), while also identifying emerging perceptions and expectations, new patterns of behavior and exciting opportunities—among GLP-1 users and the general population alike.
Publishing June 2026 | U.S. market coverage
- Executive summary
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
Quantitative Research: Online survey of n=2,100 U.S. consumers aged 18-80, including an over-sample of GLP-1 current and former users, yielding a minimum of n=1,000 current GLP-1 users. Readable audiences for key demographics such as age cohorts, race/ethnicity, income tiers and health status.
Qualitative Research: Online ethnography with a diverse mix of GLP-1 users and demographically representative non-users. Brief engagement using our qualitative research platform paired with in-depth, virtual interviews with a subset of GLP-1 participants.
- Methodology
- Executive summary
- Primary report content, including charts, graphs and in-depth analysis of key findings
- Implications and recommendations
- 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:
- Grocery stores
- Mass merchandise
- Natural/specialty stores
- Club stores
- Dollar
- Discount
- Drugstores
- Online
Categories included:
- Fresh produce
- Fresh meats and seafood
- Refrigerated dairy foods
- Salty snacks
- Bars
- Sweets/confections
- Frozen entrees/meals
- Packaged breads
- Packaged meats
- Nutritional shakes
- Carbonated soft drinks
- Packaged alcoholic beverages
Areas of inquiry included for each category:
- P3M purchase
- Perceptions of category nutritiousness and support of wellness goals
- Changes in consumption patterns (driven by range of factors, including use of GLP-1s) including reasons for change
- Specific challenges and benefits related to GLP-1 experience (for users)
- Interest in GLP-1communication (broader messaging and claims/certification on-pack)
