New Circana Research Reveals GLP-1 Consumers Are Resetting Spending Habits, Not Just Reducing Them

Insights highlight restaurant recovery, indulgent purchases, and lifestyle spending trends along the GLP-1 consumer journey

Chicago, Nov. 10, 2026 (GLOBE NEWSWIRE) -- Circana, LLC, a leader in turning consumer data into growth, today released new research showing how GLP-1 households’ spending patterns continue to evolve beyond the first year of treatment. The report, GLP-1 Unlocked: The Next Phase of Consumer and Retail Transformation, finds that restaurant spending recovers relative to non-user households in the second year, while purchasing patterns shift across food and beverage, apparel, health technology, and other categories.

Thirty-seven percent of surveyed U.S. households report that someone in their household has used GLP-1 medications, up from 17% in 2024, and 30% report a current user. Among households with GLP-1 experience, 26% report that two or more household members have used the medications. The findings show why the first year of treatment does not tell the whole spending story. As households adjust to treatment, some spending patterns recover relative to non-users, while new needs emerge.

“The biggest misconception about GLP-1 consumers is that they will always buy less,” said Sally Lyons Wyatt, global chief advisor at Circana. “What we’re seeing is a consumer reset. Consumers initially change what, where and how they buy, but their needs continue to evolve throughout the journey.  The opportunity for brands, retailers and restaurants is understanding those changes and anticipating where demand goes next.”

GLP-1 Households Remain Valuable Food and Beverage Customers
Households with a GLP-1 user continue to spend more on food and beverages than non-user households, even as their purchasing patterns change throughout treatment.

Circana tracks these differences through its Consumption Index, which compares average monthly spending among GLP-1 households with spending among non-user households during the same period. An index of 100 represents equal spending, while an index of 121 represents approximately 21% higher spending among GLP-1 households.

Before treatment, households with a current GLP-1 user had a restaurant spending index of 121. That index was 4.3 points lower during the first year of treatment before recovering to within 0.5 points of its pre-treatment baseline in the second year. GLP-1 households continued to outspend non-user households in both years.

Retail food and beverage spending followed a different path. Its index remained 1.9 points below the pre-treatment baseline in Year 2, although GLP-1 households still spent more than non-user households.

Together, these findings show how the balance of spending across retail and restaurants changes over the treatment journey.

Treat Spending Regains Ground
The research also challenges the assumption that spending on indulgent foods will remain depressed throughout GLP-1 treatment.

Candy and frozen dessert spending indices moved above their respective pre-treatment baselines in the second half of the first year. By Year 2, the candy spending index was 5.7 points above baseline, while the frozen dessert spending index was 5.3 points above baseline.

These gains reflect stronger spending relative to non-user households. They are index-point changes, rather than percentage increases in GLP-1 households’ actual spending.

Changing Needs Extend Beyond Food
Among surveyed households with a current GLP-1 user, 43% report purchasing clothing or footwear because of GLP-1 use in the previous three months, 24% report purchasing a health device or wearable, and 21% report purchasing medication to address side effects.

Purchase data also show strengthening demand in selected categories. The apparel spending index was 2.9 points above its pre-treatment baseline in Year 1 and 6.4 points above baseline in Year 2. The wearable and health technology spending index was 4.9 points above baseline in Year 1 and 15.2 points above baseline in Year 2.

Circana describes these evolving needs through its Consumer Reset Cycle: Adapt, Nourish, Renew, Sustain and Reconsider. These stages may overlap or recur as consumers establish routines and reassess treatment decisions.

The journey may also include stopping and restarting treatment. 48% of surveyed previous-user households say they are at least somewhat likely to restart within the next year.

GLP-1 Households Represent a Growing Share of Consumer Demand
If current adoption and spending trends continue, Circana projects that GLP-1 households could account for 40% of U.S. food and beverage units purchased and 41% of non-food units purchased by 2030. The projection assumes that 35% to 40% of U.S. households will have an active GLP-1 user by that time.

For manufacturers, retailers and restaurants, the findings underscore the importance of following consumers beyond their initial adjustment to treatment. Opportunities evolve as households change their food choices, revisit dining occasions and purchase products that support new needs and routines.

About the Research
The findings combine Circana’s 2026 GLP-1 household survey research with an analysis of omnichannel household purchase data from August 2023 through July 2026.

The spending analysis compares households with an active GLP-1 user, as identified in Circana’s July 2026 Receipt Panel survey, with households that had never used GLP-1 medications. Purchasing data are aligned to users’ treatment start dates.

Circana’s Consumption Index measures average monthly household spending relative to non-user households during the same period. The pre-treatment baseline is the average index during the 12 months before treatment began. Changes during treatment are reported in index points relative to that baseline and should not be interpreted as percentage changes in actual household spending or food consumption.

About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data^® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com.

Shelley Hughes
Circana
+1 312-731-1782
Shelley.Hughes@Circana.com