At Carat, we are fascinated by consumer behavior. In January, we fielded a research study exploring the impact that the rapid adoption of GLP-1s (referred to culturally as ‘The Ozempic Effect’) has had on consumer mindsets, behaviors, and consumer spending. The most staggering stat from our research was that 81% of respondents agree that GLP-1s have ”improved my relationship with myself.” Improved self-perception has had a trickle effect on nearly every aspect of their lives and the categories/brands they buy and choose to engage with. Key shifts we see playing out across the categories we measured are:
1) Health & Fitness
A staggering 90% of GLP-1 users report feeling greater control over their health. They aren’t just relying on the drug – half are eating healthier and exercising more often, and younger consumers are embracing spa and wellness treatments as a holistic approach to health.
2) Fast Casual/Casual Dining Restaurants and QSR
Restaurants see GLP-1 users both dining out more and less often. While families and younger consumers continue to frequent Fast/Casual/QSR, older consumers and singles are scaling back. QSR is facing the greatest losses, but value is keeping larger families and young consumers coming back.
3) Grocery
54% of GLP-1 users are preparing more meals at home. At grocery, they are paying more attention to labels, ditching processed foods, and spending more on healthier ingredients despite smaller basket sizes.
4) Snacks & Beverages
With 75% feeling freed from a cycle of weight loss and dieting, GLP-1 users are engaging in more balanced & selective indulgences. Respondents cited the biggest shifts to beverage consumption, with 46% limiting sodas, and 44% opting for lower calorie or zero sugar drinks.
5) Alcohol & Bars
42% of GLP-1 users are limiting their alcohol intake, but there are major generational differences in consumption shifts. While younger consumers are adopting zero alcohol or low alcohol choices, Gen X’ers are struggling to cut back. Overall, drinking at home is decreasing while bars see a slight uptick in visitation as drinking becomes a more social activity.
6) Fashion & Accessories
50% of GLP-1 users are buying clothing more often, but it’s not just because of weight loss – 30% feel inspired to experiment with new looks, with Millennials leading the charge at 40%. Shopping for comfort has become a priority across generations as they start to feel more comfortable in their skin.
7) Beauty
As confidence levels increase (84% report increased self-confidence), so has engagement in beauty products, services and spas. Approximately 40% of GLP-1 users are treating themselves to more beauty products & treatments, with Gen X (52%) and Millennials (46%) leading the charge.
8) Travel
Weight loss achieved through GLP-1s is empowering individuals who previously faced physical or psychological barriers to travel. 32% are traveling more often, 38% are seeking adventurous destinations, and warm weather destinations & wellness amenities see increased interest.
Download the report for a category-level read of how GLP-1 adoption is reshaping consumer expectations, and what brands can do to cater to this growing & influential audience.
Get your copy here.
