Weight-loss drugs known as GLP-1s have surged in popularity across the United States, with one in eight adults using them to lose weight or manage chronic conditions. A November survey by health policy organization KFF highlights this trend. The GLP-1 market generates billions in revenue and continues to expand rapidly. For instance, drugs such as Ozempic and Wegovy brought in over $31 billion for Danish pharmaceutical company Novo Nordisk in 2024, representing a significant portion of Denmark’s GDP.
These medications have permeated popular culture, with celebrities openly discussing their use. Social media buzzes with terms like “Ozempic face” to describe side effects from quick weight loss. Availability expands further as manufacturers develop pill versions alongside injectables, potentially boosting adoption.
Shifts in Food Consumption Patterns
GLP-1s influence more than individual health; they reshape spending across multiple sectors. Research indicates that users reduce grocery and fast-food expenditures. Weight loss often alters appetite and eating habits, leading many to feel less hungry and consume smaller portions, as noted by Nicolette Pace, a registered dietitian in New York.
These drugs also affect brain reward centers, diminishing cravings for ultra-processed foods, according to Dr. Will Haas, a board-certified integrative medicine physician in North Carolina. As a result, households with at least one GLP-1 user cut grocery spending by over 5 percent within six months, per a December study in the Journal of Market Research.
A January analysis by consulting firm Bain & Company shows U.S. consumers on GLP-1s spend about 5 percent less on fast food. Major chains report declining sales, with analysts labeling these drugs as demand disruptors. McDonald’s may lose up to 28 million customer visits and $482 million annually due to rising GLP-1 use, according to financial analysis firm Redburn Atlantic.
Food companies adapt by marketing “GLP-1 friendly” products, particularly high-protein items in U.S. grocery stores. However, these labels lack regulation, so users should review ingredients and consult physicians. Pace emphasizes that weight loss requires healthier choices, not just reduced intake: “You think you’re spending less on food. But how many people are really making the transition into making healthier food choices, and they’re just not eating exactly the same way, they’re just eating less, letting the pill do all the work? I’ve seen a lot of that.”
Declines in Alcohol and Beverage Use
Users often report reduced alcohol consumption alongside weight loss. Haas observes that many patients experience fewer cravings and drink less after starting GLP-1s, potentially lowering bar and restaurant spending. A March 2025 EY-Parthenon survey finds 44 percent of users drink less, with 82 percent sustaining the habit post-medication.
Alcohol stocks dipped last summer, partly linked to GLP-1 trends. Brown-Forman, maker of Jack Daniel’s, cites pressures from these drugs and shifting youth preferences. Health-focused mindsets amplify this: “You’re also going to have the secondary effect of people saying, ‘Hey, I’m making this investment in my health, I should probably make smarter health decisions elsewhere in my life,’” Haas explains.
GLP-1s also curb intake of coffee and soda, posing challenges for beverage giants. Yet, Coca-Cola CFO John Murphy states the company remains prepared with low- or no-calorie options to meet diverse needs.
Broader Economic Ripples
Airlines benefit as slimmer passengers reduce fuel needs. A recent Jefferies report estimates U.S. carriers could save up to $580 million next year from GLP-1 effects. The firm notes: “A slimmer society = lower fuel consumption. Airlines have a history of being vigilant around aircraft weight savings, from olives (pitless, of course) to paper stock.”
Transformations in Fashion and Beauty
The fashion sector sees rising demand for smaller sizes, reversing prior growth in larger ones, based on a September Impact Analytics study. Returns increase, risking billions in margins unless brands adjust. “The rise of GLP-1s is collapsing traditional demand patterns at a speed retailers have never experienced before,” writes Impact Analytics founder Prashant Agrawal. “Our data shows billions of dollars in retail margins for inventory are at risk unless brands start planning for the shopper of 2027, instead of the shopper of 2022.”
U.S. retailers respond swiftly; Avneet Singh, founder of men’s clothing line Regent Row, notes stores stock fewer extended sizes, with larger ones often online-only beyond 2XL.
In beauty, companies launch skincare lines targeting dry, tight skin from rapid weight loss. Haas sees patients prioritizing fitness, favoring resistance training over cardio to preserve muscle: “A lot more people talk about going to the gym to do resistance exercise training. So that is another big shift I’ve seen: people now buying into the concept that cardio is not great. Because they’re hearing the importance of not losing that muscle mass.”
Gym operators view GLP-1s positively, with chains like Life Time offering specialized programs. “We know that if you’re going to succeed with GLP-1s, you’re going to have to learn how to exercise. You’re going to need to have some resistance exercise in order to maintain lean muscle, and you have to have proper dietary guidance,” says Life Time’s chief science officer Jim LaValle.
