Current adoption and interest
Six percent of US adults are currently taking GLP-1 drugs for weight loss or diabetes management, according to Kaiser research cited at a Food Business News webinar on May 5. But adoption is not climbing as fast as interest suggests: 35% of Americans say they want to try the drugs in the future, according to PwC. The discrepancy reflects a deeper problem in the category. Approximately 75% of GLP-1 users discontinue within two years, according to the University of Pennsylvania, and dropout rates within the first year alone exceed 50%, according to Suzy Badaracco, president of Culinary Tides, Inc.
"This 6% is a revolving 6%, that's why the 6% isn't really going up," Badaracco said during the webinar. "Because you've got over half the people dropping off the drug because of side effects within a year."
Obesity rates unchanged despite GLP-1 growth
Despite rising use of GLP-1 drugs since their approval for weight loss, obesity rates in the US have not declined. Severe obesity actually increased from 7.7% to 9.7% between 2013 and the present, according to the Centers for Disease Control and Prevention. Gastrointestinal side effects, cost, and economic strain on lower-income consumers drive much of the discontinuation.
Users who stay on GLP-1 drugs long-term tend to be diabetics, according to Badaracco. "You cannot go on this drug, lose weight and go off the drug and be OK," she said. "You have to be on this drug class for life."
Behavioral shifts reshape product categories
NielsenIQ tracked how GLP-1 users eat differently and found minimal change in diet quality. "We saw they were just eating similar to what they had been eating before, but just eating less of it," said Sherry Frey, vice president of total wellness at NielsenIQ. Early adoption patterns showed increased c-store trips.
The real impact on CPG companies comes from how GLP-1 users choose products. Taste preferences shift while on the drugs. Frey's research found that consumers want snacks that are "bold, it's complex, it's clean." Forty-five percent of US consumers actively seek spicy or bold-flavored food and beverages, according to Mintel data cited in the webinar.
Categories exposed and resilient
Calorie-dense and heavily processed foods are most exposed to demand loss from GLP-1 adoption. Resilient categories focus on protein, convenient protein options, functional nutrition, and hydration products. The shift has prompted manufacturers to emphasize nutrient density, protein, fiber, and controlled portions in product development.
GLP-1 users prioritize foods that support heart health, metabolic health, and cognitive function, according to Badaracco. Companies are responding by adding attributes such as protein, fiber, electrolytes, and portion control to products.
Evolving drug market
The FDA approved the Wegovy GLP-1 oral pill in December 2025. Thirty-four percent of consumers said they do not want to give themselves an injection, and 36% of patients starting the Wegovy pill in its first month were new to GLP-1 therapy, according to Frey. Semaglutide and tirzepatide now compete alongside newer compounds and mechanisms including GLP-1 and GIP drugs, broadening the landscape.