Ozempic and Similar Weight-Loss Drugs Are Quietly Changing How Americans Buy Food

Medications like Ozempic and Wegovy, originally developed to treat diabetes, are now reshaping everyday food choices across the United States. New academic research shows that when people begin taking these appetite-suppressing drugs, the impact goes far beyond weight loss. From grocery carts to fast-food receipts, American food spending patterns are shifting in measurable and lasting ways.

A recent study published on December 18 in the Journal of Marketing Research takes one of the most detailed real-world looks yet at how GLP-1 receptor agonists are influencing consumer behavior. Rather than relying on food diaries or self-reported eating habits, the researchers examined actual transaction data from tens of thousands of households, paired with survey information about medication use. The result is a clear picture of how appetite suppression translates into everyday spending decisions.

How the Study Was Conducted

The research links two powerful data sources. First, the authors used grocery and restaurant transaction records collected by Numerator, a market research firm that tracks purchases from a nationally representative panel of roughly 150,000 U.S. households. Second, those same households completed repeated surveys reporting whether someone in the household was taking a GLP-1 medication, when they started, and whether it was for diabetes or weight loss.

By combining these datasets, the researchers could compare households that adopted GLP-1 drugs with similar households that did not. This allowed them to isolate changes that occurred after medication adoption, rather than differences that existed beforehand. This approach makes the findings especially strong compared with earlier studies that depended on memory-based self-reporting.

Grocery Spending Drops After GLP-1 Adoption

The most eye-catching result is the change in grocery spending. Within six months of starting a GLP-1 medication, households reduced their grocery spending by an average of 5.3%. Among higher-income households, the decline was even larger, exceeding 8%.

These reductions were not short-lived. For households that continued using the medication, lower grocery spending persisted for at least one year, although the size of the reduction gradually became smaller over time. This suggests that while people may adjust somewhat as they adapt to the medication, the overall effect on appetite and purchasing behavior remains meaningful.

Restaurant and Fast-Food Spending Also Declines

The changes were not limited to grocery stores. Spending at limited-service restaurants, including fast-food chains, coffee shops, and similar eateries, fell by roughly 8% after households began using GLP-1 drugs.

This pattern aligns with what many users report anecdotally: reduced hunger, fewer cravings, and less interest in snacking or impulse food purchases. The data confirms that these experiences translate into real changes in where money is spent.

Which Foods See the Biggest Declines

The study found that spending reductions were not evenly distributed across food categories. The steepest declines appeared in foods most closely associated with cravings and high calorie density.

Spending on savory snacks dropped by about 10%, with similarly large decreases in sweets, baked goods, and cookies. Even everyday staples such as bread, meat, and eggs saw declines, indicating that the effect is not limited to indulgent foods alone.

Only a small number of categories showed increases in spending. Yogurt experienced the largest rise, followed by fresh fruit, nutrition bars, and meat snacks. Importantly, these increases were modest and did not come close to offsetting the overall decline in food spending.

What Happens When People Stop Taking the Medication

Not everyone stays on GLP-1 drugs long-term. About one-third of users discontinued the medication during the study period. When they did, their food spending largely returned to pre-adoption levels.

In some cases, grocery baskets became slightly less healthy than before, driven by renewed spending on categories like candy and chocolate. This rebound supports the idea that the medications themselves, rather than permanent lifestyle changes, play a central role in suppressing appetite and altering purchasing behavior.

Who Is Using GLP-1 Drugs in the U.S.

The study also provides insight into who is adopting these medications. The share of U.S. households reporting at least one GLP-1 user rose from around 11% in late 2023 to more than 16% by mid-2024.

Those using the drugs primarily for weight loss tend to be younger and wealthier, while individuals taking them for diabetes management are generally older and more evenly distributed across income levels. These demographic patterns help explain why higher-income households showed larger spending reductions.

Separating Biology From Behavior

One limitation the authors acknowledge is that the study cannot fully separate the biological effects of appetite suppression from other lifestyle changes people may adopt when starting a weight-loss medication. Some users may consciously try to eat healthier or reduce portions alongside the drug.

However, the combination of evidence from clinical trials, real-world spending data, and the observed rebound after discontinuation strongly suggests that reduced appetite is the primary driver of the spending changes.

Why This Matters for the Food Industry

The implications of these findings extend far beyond individual households. If GLP-1 adoption continues to grow, even modest reductions in food spending at the household level could add up to significant shifts in national food demand.

For food manufacturers, this may mean rethinking product formulations, portion sizes, and marketing strategies. For restaurants, especially fast-food chains, changing consumer appetite patterns could affect menu design and pricing. Retailers may also need to adapt shelf space and promotions as demand for certain categories declines.

From a policy and public-health perspective, the findings add a new dimension to debates about how medical treatments influence diet, especially compared with traditional tools like food labeling or sugar taxes.

Understanding GLP-1 Medications and Appetite

GLP-1 receptor agonists work by mimicking a hormone that helps regulate blood sugar and signals fullness to the brain. By slowing gastric emptying and reducing hunger signals, these drugs naturally lead people to eat less, often without consciously trying to diet.

What makes this study notable is not just the biology, but the clear evidence that appetite changes reshape everyday economic behavior, from grocery aisles to drive-through windows.

The Bigger Picture

At current adoption rates, the ripple effects of GLP-1 medications are already visible. As more Americans turn to these drugs for weight loss and diabetes management, their influence on food markets, consumer spending, and dietary patterns is likely to grow.

Understanding these shifts is important not only for businesses, but also for anyone interested in how medical innovations can quietly reshape daily life. Food choices, after all, sit at the intersection of health, culture, and economics — and GLP-1 drugs are now firmly part of that conversation.

Research paper:
https://doi.org/10.1177/00222437251412834