GLP-1 users are not simply buying less food. Instead, they are rewriting the shopping list, according to new research from the National Frozen & Refrigerated Foods Association.
The Harrisburg, Pennsylvania, trade group found that shoppers on these medications want protein, portion control, nutrition, and convenience. As a result, frozen and refrigerated categories could gain ground as consumers grow more selective.
More than half of respondents taking the drugs (52%) report buying more high-protein dairy products. In addition, nearly half (48%) say they purchase more single-serve or portion-controlled foods.
“GLP-1 users are changing more than what they eat. They’re changing what they expect from food,” said Tricia Greyshock, president and CEO of NFRA. “As consumers become more selective, products that clearly appeal to health, convenience and lifestyle needs will have an advantage.”
That audience is sizable. About 12% of U.S. adults currently take a GLP-1 drug, up from 6% in May 2024, according to a KFF Health Tracking Poll published in November 2025.
GLP-1 Users Build More Intentional Baskets
Selectivity does not always mean smaller receipts. Among GLP-1 users, 44% say they spend more per grocery trip, and 41% report higher overall grocery spending, NFRA found. Meanwhile, impulse purchases are declining, suggesting more deliberate decisions in the aisle.
Other research paints a more cautious picture, however. Cornell University researchers analyzed household purchase data from market research firm Numerator. They found that households cut grocery spending by an average of 5.3% within six months of starting a GLP-1 medication. The Journal of Marketing Research published the study in December 2025.
The two efforts measure different things. NFRA’s poll captures what shoppers say about their habits, while the Cornell team tracked actual transactions. Still, both suggest the basket is changing.
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Protein and Satiety Top the Priority List
Protein sits at the center of that change. Beyond high-protein dairy, respondents report buying more protein drinks (43%), frozen proteins (42%), soups and lighter meals (41%), and frozen vegetables (40%).
Furthermore, these shoppers weigh nutrition more heavily than consumers overall when they choose frozen and refrigerated foods, the association said. Feeling full and satisfied leads the list at 84%, followed by high protein at 81%. Lower sugar and digestive ease each reach 79%, while fiber and gut health each register 75%.
As a result, NFRA says nutritional efficiency matters more as smaller eating occasions replace larger traditional meals.
Right-Sized Portions Cut Waste and Effort
Portion size forms the second pillar. NFRA calls the trend “right-sized nutrition,” meaning foods that deliver meaningful benefits in smaller, more flexible eating occasions.
Among current GLP-1 users, 42% say frozen and refrigerated foods help them control portions. Another 37% say these products make it easier to get fruits, vegetables, or fiber. The same share credits them with reducing fresh food waste.
Additionally, more than one-third turn to them as smaller meals when a full plate holds no appeal. Convenience matters too: 35% value these items when they do not feel like cooking.
Clear Labels Build Shopper Confidence
Packaging also plays a role. Survey participants named simple ingredient lists, high-protein claims, high-fiber messaging, and clear calorie and serving-size information as some of the most valuable package cues.
Notably, the research found that a “GLP-1-friendly” callout works best alongside concrete nutritional benefits. Validation from health care professionals and nutrition experts also strengthens credibility.
What the Shift Means for Retailers, Manufacturers
For manufacturers, NFRA sees openings in portion-controlled formats, resealable packaging and pre-portioned meals. The group said such products should deliver protein and fiber without sacrificing taste or convenience.
Retailers and wholesalers, in turn, can highlight protein-forward items and improve merchandising around portion-controlled options. Meal-solution displays that connect complementary products offer another route. Stores can also help shoppers quickly identify foods that fit their health and wellness goals.
Ultimately, the association argues that GLP-1 users are amplifying trends already underway in frozen and refrigerated aisles. Those include protein, portion control, digestive wellness and convenience.
Morning Consult conducted the online poll June 25-27, 2026, among 2,003 U.S. adults, including 241 current GLP-1 users. Pollsters weighted the data to approximate a target sample of U.S. adults. NFRA is a nonprofit trade association that represents all segments of the frozen and refrigerated foods industry.