Weight-loss use of GLP-1 drugs tops medical purposes, reshaping consumer habits

EY-Parthenon’s analysis of nearly 15,000 respondents, of whom 3,602 are current or former GLP-1 users, indicates that 54% now take semaglutide medicines like Ozempic and Wegovy mainly for weight loss, overtaking traditional medical indications. The shift has prompted users to reduce intake of sweet and salty snacks and alcohol, and to favor healthier, protein-enhanced products, prompting manufacturers and grocers to allocate more shelf space to such items and to offer smaller portions.

In the apparel sector, 72% of users have downsized their clothing size, leading to higher demand for fitted, swimwear and one outlet wear, with many switching brands and increasing spending on fitness services. Broader adoption is driven by expanded drug formats, lower prices after a deal with Eli Lilly and Novo Nordisk that cut monthly costs to $150-$350, and a Medicare GLP-1 Bridge program offering $50 per month. Researchers at the Wharton School of the University of Pennsylvania are beginning a study to see if GLP-1s affect the brain’s reward system and curb other compulsive behaviors.