GLP-1 consumer behavior is no longer just a weight-loss story. Instead, it’s a full-scale transformation of how Americans eat, shop, and care for themselves. A new proprietary study from Acosta Group makes clear that food retailers, CPG brands, and restaurants can’t afford to ignore it.
Acosta Group released findings from its study, “GLP-1: Transforming Weight Loss and Consumer Behavior,” ahead of the National Association of Chain Drug Stores (NACDS) Annual Meeting, April 18-21 in Palm Beach, Fla. Researchers surveyed 2,117 U.S. adults, including 213 active GLP-1 users, between Feb. 13-25, 2026.
The data reveals a powerful “halo effect”: GLP-1 users aren’t just losing weight. They’re overhauling their grocery carts, rethinking restaurant visits, and investing more in personal care. And younger consumers are amplifying every trend.
“We’ve learned that consumers using a GLP-1 for weight loss are experiencing additional positive emotional and behavioral impacts. These impacts range from their relationships with food to how they feel about their personal appearance to what they want to buy and how they want to dine,” said Kathy Risch, SVP of Thought Leadership and Shopper Insights for Acosta Group.
GLP-1 Consumer Behavior Transforms the Grocery Aisle
The shift starts at the supermarket. GLP-1 users are loading up on fresh produce (55%), yogurt (32%), fresh chicken (31%), protein shakes and powders (30%), and protein bars (29%). Meanwhile, sweets (58%), salty snacks (44%), and sugary drinks (41%) are disappearing from their carts.
Beyond individual purchases, the ripple effect reaches entire households. Half of all GLP-1 consumers report a positive impact on their family’s overall eating habits. Notably, that number jumps to 79% among Millennials. Additionally, 41% say they feel genuinely pleased with the healthier changes they’ve made.
High-protein, high-fiber, hydration and electrolyte, and gut health products rank as the top categories of interest, especially among Gen Z and Millennial users. That pattern sends a direct signal to product developers. Protein-forward and nutrient-dense innovations belong at the center of every pipeline.
Mark Rahiya, Group President of Omnichannel Sales and Services for Acosta Group, urged brands and retailers to move now. “We’re encouraging brands and retailers to innovate and refine new concepts before they become table stakes. This helps with positioning for growth with all wellness-focused consumers,” he said.
Personal Care Gets a Boost From the Wellness Halo
The behavioral shift extends well beyond the grocery aisle. Most GLP-1 consumers report an emotional lift tied to their physical transformation. Some 52% say they feel more positive about their appearance. Moreover, 43% feel motivated to take better care of their appearance, and 29% say they feel more confident in social settings.
That emotional boost translates directly into purchasing decisions. GLP-1 users, particularly younger ones, are actively seeking beauty and personal care products that target specific concerns. These concerns include facial skincare for dryness, sensitivity, and elasticity; body care for firming and hydration; and hair care for thinning and texture.
Importantly, the opportunity stretches across generations. “While Gen Z and Millennial GLP-1 consumers lead in their interest in these products and their attributes, Gen X consumers also express interest. This reflects a significant opportunity for innovation and growth across health and beauty for all channels,” said Megan Rand, SVP of Client Development for Acosta Sales Agency.
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Restaurants Feel the Pressure to Adapt
Away-from-home dining is also shifting under the weight of evolving GLP-1 consumer behavior. While 34% of all GLP-1 users report dining out less frequently, the picture looks strikingly different among younger users. In fact, 48% of Gen Z and Millennials are actually dining out more.
However, they’re dining smarter. Some 48% of that younger cohort stick to their usual restaurants but order more mindfully. Additionally, 42% now regularly split a main entrée.
Betty Kaufman, Director of Strategy for The Culinary Edge — part of CORE Foodservice, an Acosta Group agency — argues that GLP-1s aren’t inventing new preferences. Instead, they’re accelerating ones that were already forming.
“The behavioral profile of a GLP-1 user closely aligns with trends that are already gaining momentum with Gen Z — smaller portions, higher protein, more fiber, and greater nutrient density,” Kaufman said.
Restaurants are already responding. High-protein formats for smaller, nutrient-dense meals, fast-casual partnerships with clinical nutrition brands, and high-protein menu builds are all gaining ground. “These are not fringe movements,” Kaufman added. “They are signals of a rising standard that Gen Z increasingly expects across both restaurant and retail environments.”
Digital Channels Are Where the Battle for GLP-1 Shoppers Is Won
Reaching this consumer requires showing up in the right places. Some 70% of all GLP-1 users actively conduct product or health research to support their weight-loss journeys. Among Gen Z and Millennials, that research skews heavily digital. Specifically, 57% turn to social media, 41% use AI apps and websites, and 38% rely on retailer apps and websites.
John Carroll, President of Connected Commerce for Acosta Group, said forward-thinking brands are already dialing up their response. “Savvy brands and retailers are responding, dialing up integrated content and marketing plans to support GLP-1 messaging and education where it matters most,” he said.
One critical nuance: “GLP-1 Friendly” product labeling can backfire. The study found that such labels raise questions among some consumers about taste, nutrition, and relevance. Carroll stressed that brands must deeply understand their core customers before committing to any single omnichannel messaging strategy.
As GLP-1 adoption continues to grow across all demographics, the window for early movers to differentiate — on shelf, online, and on the menu — is narrowing fast.
Acosta Group’s study was conducted Feb. 13-25, 2026, among 2,117 U.S. adults, including 213 current GLP-1 users. Participants were drawn from the company’s proprietary Shopper Community of more than 40,000 demographically diverse consumers nationwide.