GLP-1 adoption hits 21% of US households, reshaping consumer spending

GLP-1 weight-loss drug use has more than doubled in 16 months, with 21% of US households now including a current user, according to a PwC analysis of Numerator data. That is up from 9% in January 2025, signaling a structural shift in consumer behavior that is already reshaping spending across grocery, restaurants and apparel.

The data, drawn from a survey of 3,089 consumers conducted between May 4 and May 9, 2026, shows that GLP-1 users are not simply eating less — they are buying differently across categories. Per-household grocery spending fell 5.5% after six to eight months on the medication, while spending at quick-service restaurants dropped 8.7% over the same period. Apparel spending, by contrast, rose 9.9%, driven by size changes as users lost weight.

"Shifting size distributions can complicate merchandise planning, demand forecasting and size curve assumptions," said Ali Furman, consumer markets industry leader at PwC US. "Buyers can no longer assume last season's size mix will match next season's demand."

The implications extend well beyond individual categories. With roughly one in five US households now touched by GLP-1 use, the demand shift is approaching a scale that could alter same-store sales trajectories for restaurant chains, grocery margins on impulse-driven categories and inventory planning across retail. In the US, where roughly one in eight adults reports current use, adoption is roughly four times the rate in the UK, where about 3% of adults — approximately 1.6 million people — are currently using the drugs, according to 4C Associates.

Restaurants face a menu rethink

The impact on food-away-from-home is concentrated in specific categories. Pizza spending fell 22.2% among GLP-1 households after six to eight months, chicken dropped 11.6%, coffee and bakery fell 8%, burgers declined 6.4% and sandwiches and deli items slipped 4.5%. Half of current and lapsed users said restaurants have not adapted to their needs, the PwC survey found.

Thirty-five percent of users want smaller portions at proportionally lower prices, and 32% want half-portions or split plates without an upcharge. For quick-service and casual dining operators, the pressure to redesign portion architecture is mounting at a time when the sector is already grappling with rising labor and commodity costs.

"Operators can also lean into more protein-forward options and greater transparency around ingredients and micronutrients that GLP-1 users are seeking," Furman said.

Grocery and apparel see divergent paths

In grocery, the shift is away from impulse-driven categories. Sixty-one percent of current GLP-1 users are buying fewer sweet snacks, candy and baked goods, while 45% are buying more fresh produce. The pattern mirrors data from the US, where households with at least one GLP-1 user reduced grocery spending by up to 8% within six months, with snack purchases falling more than 10%, according to 4C Associates.

Apparel tells a different story. Seventy-three percent of GLP-1 users reported a meaningful change in clothing size, and 26% are spending more on clothing overall. Women's jeans spending jumped 66%, jewelry rose 36%, swimwear gained 31% and dresses increased 22%. That creates both opportunity and complexity for retailers: size-curve assumptions built on years of historical data may no longer hold.

The broader trend is also visible in search behavior. Internet searches for weight-loss medications have increased 25-fold since the launch of GLP-1 drugs, while interest in lifestyle-based weight-loss strategies such as diet and exercise has remained stable, according to research presented at the International Congress on Obesity in Mexico City in July 2026.

"If this trend persists, the public may become more interested in obesity medication than in more traditional weight-loss approaches," said Professor Orna Reges of Ariel University and Northwestern University, who led the research.

For investors, the data points to a sustained headwind for companies reliant on volume-driven, impulse-based consumption — particularly in packaged snacks, sugary beverages and fast food — and a tailwind for retailers and brands that can adapt to smaller portions, higher nutritional density and more intentional purchasing patterns. The question is not whether the shift is real, but how quickly companies can redesign their offers and supply chains to match it.

This article is for informational purposes only and does not constitute investment advice.