A new study reveals that households with at least one GLP-1 user are significantly reducing their grocery spending, particularly on ultra-processed foods and food-away-from-home expenditures. However, they are also increasing spending on nutrient-dense options like yogurt, fresh produce, and nutrition bars.
Ozempic , Mounjaro , and other glucagon-like peptide-1 medications, or GLP-1s, are transforming how Americans shop for groceries. In early January, Food & Wine published a story about food companies releasing all-new products or reimagining the marketing of old ones to cater to specific nutrition needs like high-protein, high-fiber foods. This article mentioned a study by Cornell University that showed households with at least one GLP-1 user are significantly reducing their grocery spending .
But what, specifically, are they spending less on? Researchers, after examining data from Numerator, a platform linking survey responses from 150,000 households on GLP-1 medication adoption and timing to food purchases, reached this conclusion. Importantly, Numerator's survey also accounted for 'off-label users,' those who purchase medications out of pocket, providing a more 'comprehensive understanding of adoption trends.' Using a 'difference-in-differences' framework, the team compared GLP-1 adopters and non-adopters, finding that adopters reduced their grocery spending by an average of 5.5% in the first six months, with higher-income households seeing a 'notably larger reduction, averaging 8.6%.'The researchers then delved deeper, analyzing 40 product categories to pinpoint where GLP-1 users are spending more and less. They found the largest reductions were in ultra-processed categories, including 'snack foods, sweets, and other calorie-dense items,' along with other goods often associated with 'impulse purchases,' like chips and sweets. Reductions didn't stop there, as GLP-1 users also showed a decline in 'food-away-from-home expenditures'. The researchers found that users reduced spending at limited-service restaurants, including fast food chains and coffee shops, with the 'most pronounced' reductions during breakfast and dinner times. However, GLP-1 users did increase spending in some grocery store areas. Specifically, the analysis shows that 'nutrient-dense options, such as yogurt, fresh produce, and nutrition bars,' were the 'least affected' by the changes in purchasing. As Food & Wine reported, this is likely why so many brands are focusing on protein-rich foods. Perhaps most importantly, the research showed that this may not be a passing trend. Analyzing purchasing data 12 months into GLP-1 users' journeys, they found that while the magnitude of reductions plateaus at around six months, it remains 'negative and statistically significant' a full year later
GLP-1 Medications Ozempic Mounjaro Grocery Spending Food Trends Healthier Eating Nutrition
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