What GLP-1 Users Are Really Craving Right Now

It turns out America’s love affair with Ozempic and other GLP-1 weight-loss meds isn’t crashing the food industry after all—but it is changing the way millions of people eat and shop. New insights from Circana show that about 23% of U.S. households now include at least one GLP-1 user (that’s roughly 30 million people!), and their habits are shifting in some fascinating ways.

For starters, protein is having a major moment. Because GLP-1 users are focused on preserving muscle as they lose weight, they’re reaching for more high-protein, easy-grab foods. Think deli meats, granola and snack bars, seafood, yogurt, sports drinks, fresh citrus, gum, and yes… beef jerky. Their daily meals skew “sensible with a side of treat”—eggs for breakfast and chicken for lunch, but also fries at lunch and cookies at dinner. We love a little balance.

And here’s a fun twist: GLP-1 users were already big shoppers before starting the meds, spending 25–40% more than the average household on clothes, shoes, and accessories. Once they’re actively on GLP-1s? Their shopping energy only goes up—especially for handbags. There are also noticeable bumps in activewear, boots, denim, and casual pants.

Some worry that long-term GLP-1 use might dull joy or motivation. But as dosing gets more personalized, experts expect experiences to vary widely. Until then, GLP-1 usage continues to shape our culture beyond just health, but what we buy.