How GLP-1 is Reshaping Consumer Behavior and CPG Growth Strategies

Meet the GLP-1 Shopper

Based on NIQ’s Category Shopper Fundamentals (CSF) study, a syndicated survey analysis of how people shop for 100+ CPG products that we conduct annually, we can find the following relevant context on GLP-1 users: 

• Nearly half of current GLP-1 users are Millennials: Despite only representing about a third of Americans, 46% of the people who are currently on a GLP-1 are Millennials.  
• Millennials are also most likely to want to use this product in the future: We also asked if you are not a current user of GLP-1, would you consider using in the future.  55% of the people who said yes were Millennials.  

Millennials comprising nearly half of the base of GLP-1 users is important, as the GLP-1 user demonstrates many buying habits of younger consumers.  Sayani Coomar, who oversees the CSF study, says “GLP-1 users are 1.5x as likely to shop Online Grocery and Club channels for CPG, and are 1.7x as likely to use mobile apps to shop and make purchases. They’re also 1.5x as likely to be using auto-ship subscriptions to buy CPG.”  Looking deeper into the database, we found that GLP-1 users are also 1.5x as likely to look for products labeled as low calorie, or providing an energy boost.  Additionally, they are more likely to shop foods as a treat for themselves, a gift for someone else, or as something to bring to a party or special occasion.   

Beyond the Purchase: What Motivates GLP-1 Users

Rachel Bonsignore, who works on NIQ’s syndicated Consumer Life Global trends survey, has been monitoring macro trends globally and in the United States for decades. She offered some valuable perspective on the topic: “High stress levels are present among GLP-1 users, who index lower on many stress management activities.  They are also far more likely to think about health reactively vs. proactively – think treatment vs. prevention.”  This confirms that GLP-1 is perceived by users as a solution to their problems, not just as a preventative measure. 

Sherry Frey, who drives our Health & Wellness industry perspectives, noted that “as NIQ has been tracking the GLP-1 weight loss shopper over the last few years, we’ve seen changes in the behavior of the shoppers.  They’re increasingly focusing on nutritional areas, like increased protein, but they’re also more intentional with their purchases – from food to beauty and personal care.  The opportunity to understand the changes in behavior is a big unlock for future growth opportunities.”  Getting a holistic picture of who the GLP-1 shopper is, what motivates them, and how they are changing over time is a great way to stay ahead of the competition. 

Key Takeaways

Overall, there are four key takeaways that marketers should focus on to master the GLP-1 opportunity: 

1. Focus on Millennials in your messaging and targeting – Consider their active lifestyles for marketing communications and messaging. 

2. Acknowledge the triggers behind their choices – Overeating in times of stress is likely a key contributing factor to initiating GLP-1 usage.  Recognize this in how you speak to shoppers about your product, both visually and through messaging, as these themes will resonate for these shoppers. 

3. Use online and on-package communications to drive brand choice – protein, low-calorie and energy boost statements are sought out by GLP-1 users, who are often looking for a treat for themselves.  Highlight these product features online and on-pack whenever possible. 
4. Master the Digital shelf – Given GLP-1 users’ tendency to shop and purchase online, ensure that retail websites and apps deliver the information that GLP-1 users seek.  Strive to get onto auto-replenishment lists, as you will help with their day-to-day stress and also ensure greater brand loyalty. 

At NIQ, we’re always seeking ways to help make our clients smarter about the world around them.  Knowing more about GLP-1 users can uncover opportunities and drive sales. Interested on learning more about how GLP-1 Insights could help your team thrive?  Let’s have a chat about how to help your brand win the GLP-1 opportunity.