How Retailers and CPG Brands Can Unlock Growth in the Era of GLP-1 Medications

For retailers and CPG brands, the challenge – and opportunity – lies in meeting these consumers precisely where they are along the weight-loss journey, engaging them with relevant balanced diet tips, incentives, and cross-promotions.

Approximately 16 million adults – 6% of the US population – are currently taking GLP-1s, which have proven effective in managing diabetes and helping people lose an average of 15% of their body weight. That’s expected to grow by nearly 50% to 24 million Americans by 2035.¹

GLP-1s help users feel full more quickly, but they can also come with side effects that are prompting consumers to make significant changes in household spending and shopping cart contents:

• GLP-1 takers consume 20% to 30% fewer calories per day.²
• They’re eating more protein-rich products to mitigate potential muscle loss.³
• Their cravings for alcohol, snacks and sweets drop significantly.

“It’s crucial for marketers and retailers to develop a deep understanding of the emerging preferences of these shoppers that goes well-beyond low-calorie solutions,” said Jeff Perry, VP, CPG Omni-Channel Solutions at Catalina, which has developed a GLP-1 Friendly shopper persona to provide purchase-based insights into this growing audience. “You need to position your brands as relevant, cost-conscious solutions whether they are actively losing pounds or looking to maintain their weight loss through a high-protein, low carb diet.”

Not a Fad: Investing in New Offerings and Packaging

Big CPG brands are already making big bets on meal and nutrient replacements for those consuming less. Nestle, for instance, has launched a consumer-facing nutrition support platform that positions their Garden of Life, Nature’s Bounty and Boost brands for this growing audience. They’ve also introduced Vital Pursuit, a line of portion-controlled, protein- and fiber-rich frozen meals.⁴ Conagra has added GLP-1-friendly labels to two dozen Healthy Choice brand meals,⁵ and Abbott has launched Protality, a high-protein nutrition shake.

For those marketers reticent to jump on the latest dieting trend, dismissing it as another Atkins or Mediterranean diet, understand that industry experts widely view the impact of GLP-1 medications as a long-term, transformative trend, not a passing fad.

The adoption of these drugs will be accelerated by massive advertising investments by pharmaceutical companies.⁶ With 11 brands already on the market and more than 40 more in the pipeline,⁷ these medications will target the nearly 100 million Americans categorized as obese. This expansion will coincide with anticipated price drops, making these drugs accessible to even more people. CPG brands that ride this wave will be supported by GLP-1 brand ad spending that’s predicted to soar from $1B in 2023 to an astounding $100B by 2030.⁸

Understanding the GLP-1-Friendly Shopper Personality

The GLP-1 shopper is spending significantly less at the grocery store and shifting money spent on key categories. A Cornell University study estimates a 6% average drop in spending within six months of GLP-1 use, which grows to 9% for higher-income households.⁹

The Catalina Advantage

To identify and understand these consumers, Catalina has developed a GLP-1 Shopper Profile. This proprietary tool leverages purchase data from relevant existing shopper personalities, including Protein Seekers, Low-Carb Seekers, Weight Loss Viewers, and High Fiber Seekers.

Instead of requiring shoppers to fit all these interests, Catalina data analysts score each shopper and combine these insights to pinpoint those who demonstrate “GLP-1 Friendly” purchasing behaviors. Catalina then uses this profile to personalize messaging and develop an integrated activation strategy across online and offline channels. We then measure and optimize performance in real-time to maximize your brand’s ROI.

“We found that the GLP-1 shopper behaves differently than a typical ‘diet’ shopper,” said Perry. “They prioritize protein because it’s the most efficient way to feel satiated without losing muscle mass over the long haul. Instead of spending money on snacks and sweets, they’re gravitating toward high-protein dairy products and nutrition bars.”

About Catalina
Learn how Catalina can help you build a more connected and supportive shopping experience for consumers focused on health and wellness while using GLP-1 medications. Reach out to us today at results@catalina.com.

¹Morgan Stanley, “Could Obesity Drugs Take a Bite Out of the Food Industry”, 2023
²Morgan Stanley, 2023
³The Food Institute, 2024
⁴Nestle, First-to-market Vital Pursuit Hits Shelves Nationwide, 2024
⁵Grocery Dive, How GLP-1s Could Reshape the Grocery Store, 2025
⁶MediaRadar, Weight Loss, Diabetes Drug Ad Spending Tops $1B, 2024
⁷McKinsey, What are GLP-1 Medications?, 2025
⁸JP Morgan Research, The Increase in Appetite for Obesity Drugs, 2023
⁹Cornell University, The No-Hunger Games: How GLP-1 Medication Adoption is Changing Consumer Food Demand, 2024