Food In Canada

Weight-loss med users are reducing food purchases: Report

By Food in Canada Staff   

Food Trends Consumer behaviour Editor pick Numerator

Numerator, a data and tech company serving the market research space, releases new findings on the impact of GLP-1 weight loss medications like Ozempic on consumer shopping behaviour in the U.S.

The Numerator analysis provides detailed information based on purchasing behaviours of over 100,000 panelists who have reported on their use of GLP-1 medications for diabetes management, weight loss or not at all. Within weight loss, Numerator has further segmented results based on intent to lose more or less than 15 lb.

“We are in early stages,” said Dr. Leo Feler, Numerator’s chief economist. “A year ago, almost all users of these medications were using it for diabetes management, and only 10 per cent were using it for weight loss. Now, almost 50 per cent of those using these medications are doing so for weight loss. Right now, with all of the increase we’ve seen in people using these medications, there are another 20 per cent of households saying they’re interested in taking these medications for weight loss in the future – they’re just waiting for prices to come down and to see how safe and effective these medications are.”

Across all grocery, consumers using GLP-1 medication for weight loss tend to have larger declines in spend than those using the medication for diabetes management or those who are not using the medication. Reductions in buy rate (spend) are even more significant among consumers using the medication to lose 15 lb or less.


The year over year change in buy rate between GLP-1 weight loss users and non-GLP-1 users varies by department with packaged bakery, snacks, prepared foods and beans & grains seeing some of the largest deltas between the groups at -10 to -20 per cent. Other departments like beverages and fresh meal kits remain steady across the two groups, with consumers using the medication for weight loss not showing significant changes in buy rate, remaining steady at -1 to one per cent vs. a year ago.

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