Unless you’ve been hiding under a rock, you are most certainly aware of the seismic impact on the weight loss world brought on by medications like Wegovy and Zepbound (originally approved as Ozempic and Mounjaro for managing A1C among people with diabetes). Research and client workshops are uncovering ripple effects across so many other industries that impact our clients in grocery, retail, food and beverage, apparel, fitness, and areas of healthcare that may not have anticipated these shifts.
The intense focus on the weight loss benefit of these treatments has overshadowed a multitude of broader impacts these drugs are having in a wide range of sectors. My colleagues and I have conducted a variety of qualitative studies among current and former GLP-1 users and prescribers uncovering a cascade of unexpected influences already making their mark.
Within the healthcare sector, GLP-1 users are reaping the benefits of reducing obesity such as lowering blood sugar, reducing blood pressure, improved cardiovascular outcomes, kidney protection from lowered A1C, and reducing fatty liver disease. There are even potential signals of protections against neurocognitive disorders including Alzheimer's disease and dementia, and preclinical evidence suggests the possibility of GLP-1 efficacy in substance use disorders.
The well-known digestive side effects many GLP-1 users experience have led to new products designed to support consumers through their weight loss. Supplements offering pre and probiotics to promote regularity, B and D-vitamins for energy, and higher protein content promise to complement GLP-1 use and provide relief from nausea, constipation, and low energy and promote consistent hydration in those who may forget to eat and drink water due to low appetite.
Growing awareness of the importance of individuals recognizing their body’s response to food has translated to a new application for continuous glucose monitors. CGMs, once viewed as only necessary for those with diabetes (especially those taking insulin), are emerging among a burgeoning number of wearable devices to track health metrics and inform healthier habits.
In our research, we have seen inconsistent emphasis by prescribers on the need for strength training to help ensure the weight loss comes from fat and not muscle. As people lose weight on GLP-1s, a double-edged sword is emerging for the fitness industry. Some people find weight loss brings less joint pain, easier mobility, and therefore, increased motivation to exercise. Others view these medications as a substitute for exercise. In response, some in the fitness industry are pursuing incorporation of GLP-1s into their programs (potentially even offering prescriptions within their facilities). This may help them focus members’ attention on maintaining muscle mass, toning to help prevent loose skin, and a holistic approach to healthy bodies.
Retail sector impacts are widespread as well. Studies indicate that decreased appetite among GLP-1 users decreases overall household grocery spending, and purchase habits are shifting away from
calorie-dense, highly processed foods, sweet treats, and baked goods. Dietitians and physicians recommend choosing healthier foods by “shopping the perimeter” of grocery stores, focusing on fresh fruits and vegetables, lean meats, and high-protein products such as Greek yogurt, steering consumers away from the inner aisles where tempting treats lie.
The snack food industry is facing a decrease in spending on traditional snack items among these individuals as well. In response, some food manufacturers have explored reformulating their products, offering smaller portions, and highlighting healthier ingredients to appeal to this evolving consumer base.
Significant weight loss brings the inevitable celebration of larger clothing items no longer fitting, but for consumers on a budget, this quickly presents a financial strain as wardrobes need to be replaced frequently. Consumers are often surprised to realize their shoe size and ring sizes change as well!
While this presents a potential boon for the apparel industry, adjustments may become necessary as demand for smaller clothing sizes rises and fewer customers may be available for plus size boutiques. Opportunity waits for some inventive avenues, perhaps capitalizing on the need for more flexible clothing design to last longer as consumers lose weight or potentially tap into the niche subscription clothing market with wardrobe exchange opportunities to ease budget burden.
The impact of GLP-1 drugs is far-reaching and multifaceted, and we likely haven’t seen all the shifts coming our way. As a Qualitative researcher, I’m naturally biased toward recommending exploratory research as the best way to uncover these unexpected changes and plan ahead for their impact on your business. Continue talking to your consumers and stay curious!
