We’ve seen time and again how the rapid adoption of GLP-1 drugs is changing grocery shopping. In near real-time, we’re watching supermarkets figure out how to serve these customers well enough to keep their business.
It’s a segment worth hanging onto; the numbers are impressive. PwC reported this year that 21% of U.S. households include a current GLP-1 user, up from 9% in January 2025. Grocery spending among GLP-1 households is down 5.5%, reflecting the appetite suppression that makes these drugs effective.
As we’ve said, the composition of that different, smaller basket deserves more attention.
What’s Going Into These New Baskets
Boston Consulting Group surveyed more than 1,500 GLP-1 users and found active users expect to increase spending on fruits and vegetables by 15% and high-protein foods by 11%. Expected spending on protein and fiber supplements and collagen was up roughly 20%.
Another survey from NFRA and Morning Consult found 31% of GLP-1 users are becoming more selective about the foods they purchase, while 30% are planning meals and snacks more carefully. Among these consumers, 40% said simple ingredient lists matter, 39% cited protein and fiber information and 38% cited serving-size guidance.
Those numbers point toward a fairly specific supermarket customer.
GLP-1 users generally have reduced appetites and may experience gastrointestinal side effects. Nutrition guidance commonly emphasizes adequate protein and fiber, nutrient-dense foods, hydration and appropriately sized portions. There’s no mystery here: Consumers eating substantially less have greater reason to pay attention to what remains in the diet.
Supermarkets have plenty of opportunities to help.
GIANT Company Builds Around GLP-1 Shoppers
The Carlisle, Pa.-based retailer provides a useful example of what that can look like. GIANT and MARTIN’S dietitians are holding free, one-hour in-store GLP-1 “Talk & Tours” during October. The tours focus on finding protein-rich, fiber-rich and nutrient-dense foods throughout the store and include recipes and product samples.
GIANT is also offering free virtual “Living Well” classes led by retail dietitians or pharmacists. Those sessions address nutrition, managing potential side effects and other considerations for people taking GLP-1 medications.
There’s some smart retail thinking behind this.
A shopper taking a GLP-1 may well need help navigating produce, meat and seafood, dairy, frozen foods, supplements and prepared foods during the same trip. A supermarket with pharmacy services can add another layer of helpful expertise.
That makes traditional supermarkets quite relevant to this particular consumer.
The opportunity extends beyond organized classes. Retailers can make protein and fiber information easier to find, reconsider package and portion sizes, develop prepared foods appropriate for smaller appetites and train dietitians and pharmacy teams to direct customers toward useful products. Digital apps and loyalty programs can also provide recipes, shopping lists and educational material for shoppers who actively seek that information.
There should be some restraint here. It’s important to note that “GLP-1 friendly” is not a regulated nutritional standard, and people taking these medications do not constitute a monolithic dietary group; medical and nutritional needs vary considerably. Retailers should be extremely careful about making health claims or presenting merchandising decisions as medical advice.
GIANT’s approach sidesteps that minefield because it emphasizes education and access to credentialed professionals.
GLP-1 adoption is going to continue to be a big factor in grocery consumption. We’ve seen some categories lose volume as a result, whereas others benefit from the shift.
For supermarkets, maintaining the relationship with these shoppers will probably matter more than simply trying to maintain the size of their old basket, and helping customers make a significant dietary transition is one practical way to do it.