Restaurants: How GLP-1 is Shifting Consumer Dining Habits

Why it is the topic trending:

• Rise in GLP-1 Usage: There has been a significant increase in the use of GLP-1 drugs, initially for Type 2 diabetes, but now predominantly for weight loss.

  • The article states that 56 percent of GLP-1 patients currently use the medication for weight loss, and this number is expected to grow as insurance coverage expands and the drugs become more accessible through various formats like injectables, compounding, supplements, and oral options.

• Projected Market Growth: Morgan Stanley predicts that a substantial 7 percent of the U.S. population will be using GLP-1s by 2035, indicating a long-term and significant impact on consumer behavior.

• Tangible Impact on Food Industry: Research firm Circana published a report in December 2025, "Early Days of a Revolution: How GLP-1s Are Already Changing Consumer Spending," which highlights the already noticeable effects of these drugs on the food and beverage industry. This report specifically studied spending patterns of consumers before, during, and after GLP-1 medication use.

• Need for Business Adaptation: The trend necessitates a response from restaurants and food businesses to remain relevant and maintain customer loyalty by adapting their menus and offerings to cater to the changing needs of this growing consumer segment.

Overview:

The article discusses the emerging trend of GLP-1 drug usage and its significant impact on consumer dining habits. Initially used for diabetes management, these drugs are now widely adopted for weight loss due to their ability to promote fullness and reduce appetite. A Circana report highlights a shift in spending patterns of GLP-1 users over time, moving from quick-service restaurants to grocery, casual dining, and midscale options seeking more protein-rich and varied choices. This trend presents both challenges and opportunities for the restaurant industry, requiring innovation in menu offerings and consumer education. Smoothie King's introduction of a GLP-1 Support Menu serves as an early example of proactive adaptation to this evolving consumer landscape, which also aligns with a broader consumer focus on well-being and healthier eating.

Detailed Findings:

• Pre-GLP-1 Usage: Consumers using GLP-1 medications for weight loss typically spend more on foodservice and restaurants compared to households that do not use these drugs.

• Initial Phase of GLP-1 Usage: During the first year of using GLP-1s, consumers tend to allocate their foodservice dollars towards quick-service restaurants.

• Shift Over Time: As GLP-1 usage continues, consumers gradually shift their spending towards grocery stores, casual dining, and midscale restaurants.

  • Sally Lyons Wyatt from Circana suggests this shift is driven by customers seeking more diverse options, particularly a greater variety of protein sources (like eggs, bacon, ham, and other meats) and beverage choices beyond dairy-based options to protein-based ones.

  • These restaurant types also offer price points that are agreeable while allowing families with members not on the medication to find a variety of suitable meals.

• Return to Old Habits: Circana has observed that some individuals revert to their previous eating patterns once they achieve their weight management goals (reaching an adequate BMI or desired blood sugar levels), while others maintain their new routines.

Key success factors of product (trend):

• Efficacy in Weight Loss: The primary driver is the effectiveness of GLP-1 drugs in promoting fullness and aiding in significant weight loss, addressing a core desire for many consumers.

• Increased Accessibility and Affordability: The expectation of expanding insurance coverage and the availability of drugs in various formats (injectables, compounding, supplements, oral) contribute to greater accessibility and potentially lower costs, making them appealing to a wider range of consumers.

• Alignment with Health and Wellness Trends: The focus on weight management through medical intervention aligns with a broader societal trend towards prioritizing health and well-being, making GLP-1s a relevant solution for many.

• Consumer Desire for Options and Control: The shift towards grocery and certain restaurant types indicates a desire for more control over dietary choices and the ability to select foods that meet their specific nutritional needs while on these medications.

Key Takeaway:

The growing popularity of GLP-1 drugs is significantly altering how consumers approach dining, necessitating that restaurants proactively adapt their menus and strategies to cater to the evolving preferences and nutritional requirements of this influential and expanding demographic to maintain relevance and customer loyalty in the long term.

Main Trend:

The main trend is the Medically Influenced Dietary Shift, where the increasing use of prescription medications, specifically GLP-1 drugs for weight management, is causing a noticeable change in consumer food preferences and dining habits.

Description of the trend (please name it):

The Pharma-Dining Convergence: This trend describes the increasing intersection of the pharmaceutical and food service industries, driven by the widespread adoption of medications like GLP-1s that directly impact consumers' appetites and dietary needs. Restaurants and food providers must now consider the pharmacological landscape when making strategic decisions about their offerings.

What is consumer motivation:

• Weight Management: The primary motivation for GLP-1 users is to achieve and maintain weight loss, driven by health concerns, personal appearance goals, or medical recommendations.

• Satiety and Reduced Food Intake: The mechanism of GLP-1 drugs, which promotes a feeling of fullness and prevents overeating, aligns with the desire to control calorie intake and manage hunger effectively.

• Improved Health Outcomes: Beyond weight loss, some consumers may be motivated by the potential for improved metabolic health markers, especially those with Type 2 diabetes or related conditions.

• Seeking Support for Health Goals: Consumers on these medications may actively seek out food options that align with their dietary restrictions and support their weight management journey.

What is driving trend:

• Efficacy of GLP-1 Drugs: The proven effectiveness of GLP-1 medications in achieving significant weight loss is a major driving force behind their increasing popularity.

• Increased Awareness and Acceptance: Growing public awareness and reduced stigma surrounding weight loss medications contribute to their wider adoption.

• Expanding Access and Affordability: As more insurance plans cover these drugs and different formulations become available, a larger segment of the population can access them.

• Doctor Prescriptions: Healthcare providers are increasingly prescribing GLP-1s for weight loss, contributing to the growth in user numbers.

• Social Influence and Media Coverage: Positive outcomes and discussions surrounding GLP-1 usage in media and social circles further fuel interest and adoption.

What is motivation beyond the trend:

• Overall Well-being: The desire for improved physical health, increased energy levels, and enhanced quality of life extends beyond just weight loss.

• Body Image and Self-Esteem: Achieving weight loss goals can positively impact self-perception and confidence for many individuals.

• Preventative Health Measures: Some individuals may use GLP-1s as a proactive step to prevent the onset or progression of weight-related health issues.

• Following Medical Advice: Many users are motivated by the recommendations and guidance of their healthcare professionals.

Description of consumers article is referring to:

The article primarily refers to adult consumers in the United States who are either currently using or are potential users of GLP-1 medications for weight loss. While the article doesn't provide specific demographic information like age, gender, or income, we can infer some characteristics:

• Age: Likely spans a broad adult age range, as both Type 2 diabetes and the desire for weight management are prevalent across different adult age groups. Given the increasing focus on health and wellness, we can expect a significant portion to be in the 25-65+ age range.

• Gender: While both men and women are likely users, weight management has historically been a more prominent concern for women, suggesting a potentially higher representation of female users. However, with increasing awareness of men's health, this might be relatively balanced.

• Income: Initially, due to the cost of these medications, users likely skewed towards middle to upper-income brackets with good health insurance coverage. However, with the potential for increased affordability through generics, compounding, and broader insurance coverage, the user base is likely to become more diverse across income levels.

• Lifestyle: Their lifestyle is likely one where health and well-being are a significant priority. They are proactive in seeking solutions for weight management and are likely engaged in making conscious choices related to their diet and health. This could range from individuals with sedentary lifestyles seeking a medical aid to those who are already health-conscious but looking for additional support.

• Category Article is Referring Shopping Preferences: The article focuses on food and beverage category shopping.

• Are they low, occasional or frequent category shoppers? Prior to using GLP-1s, they were likely frequent category shoppers in both restaurants and grocery stores, indicated by their higher spending in foodservice compared to non-users. During GLP-1 usage, their frequency might shift, with potentially less frequent visits to quick-service restaurants and more frequent trips to grocery stores for specific ingredients, and occasional visits to casual and midscale restaurants.

• What are their general shopping preferences - how they shop products, shopping motivations: Before GLP-1s, their motivations likely included convenience, indulgence, social dining, and perhaps a mix of healthy and less healthy choices. While on GLP-1s, their shopping motivations likely shift towards nutritional value, high protein content, low sugar, high fiber, and portion control. They are likely to be more conscious and deliberate in their food choices, potentially reading labels more carefully and seeking out specific ingredients or menu items that align with their dietary needs while on the medication. They might also be motivated by value and the ability to cater to the diverse needs of their household.

Conclusions:

The rising use of GLP-1 medications represents a significant disruptor in the food and beverage industry. Restaurants that recognize and adapt to the changing needs of this consumer segment have the opportunity to build loyalty and maintain relevance. This adaptation requires a focus on menu innovation, providing healthier and protein-rich options, and potentially offering educational resources to support consumers on their weight management journeys. The trend underscores a broader societal shift towards prioritizing health and well-being, influencing consumer choices across various food and dining occasions.

Implications for brands:

• Menu Innovation: Brands need to develop and promote menu items that cater to the dietary requirements of GLP-1 users, focusing on high protein, low sugar, appropriate portion sizes, and high fiber content.

• Nutritional Transparency: Providing clear and comprehensive nutritional information for all menu items will be crucial to attract and retain GLP-1 users who are likely to be very conscious of their food intake.

• Targeted Marketing: Brands can consider developing marketing campaigns that specifically address the needs and preferences of GLP-1 users, highlighting suitable menu options and potentially partnering with healthcare professionals or dietitians.

• Partnerships and Collaborations: Collaborating with healthcare providers or weight management programs could offer brands a unique opportunity to reach this consumer segment and establish credibility.

• Product Diversification: Exploring options like pre-portioned meals, meal kits, or specialized grocery items that align with the dietary needs of GLP-1 users could open up new revenue streams.

Implication for society:

• Public Health Impact: The widespread use of GLP-1s could contribute to a reduction in obesity rates and associated health problems, potentially leading to a healthier population overall.

• Shifting Dietary Norms: The increased focus on protein, fiber, and lower calorie intake among GLP-1 users might influence broader dietary trends and consumer preferences.

• Healthcare System Implications: The demand for and cost of GLP-1 medications could have significant implications for the healthcare system and insurance providers.

• Ethical Considerations: Discussions around the accessibility, affordability, and potential overuse of weight loss medications may become more prominent in societal discourse.

Implications for consumers:

• Improved Weight Management: GLP-1 users may experience significant and potentially life-changing weight loss, leading to improved health outcomes and quality of life.

• Increased Focus on Nutrition: Consumers on these medications are likely to become more educated and conscious about their nutritional intake and the impact of food on their health.

• Potential for Dietary Restrictions: While GLP-1s can aid in weight loss, they may also lead to dietary restrictions and the need to make careful choices when eating out.

• Cost of Medication: The expense of GLP-1 drugs, especially without adequate insurance coverage, can be a significant financial burden for some consumers.

Implication for Future:

• Continued Growth of GLP-1 Market: The use of GLP-1 drugs is expected to continue to rise as they become more accessible and accepted, further solidifying their impact on consumer behavior.

• Innovation in Food Products and Services: The food industry will likely see increased innovation in developing products and services specifically tailored to the needs of GLP-1 users and health-conscious consumers in general.

• Integration of Health and Food: The line between healthcare and the food industry may become increasingly blurred, with potential for more collaborations and integrated approaches to health and wellness.

• Personalized Nutrition: The trend towards personalized nutrition may be accelerated as consumers on GLP-1s seek tailored dietary advice and options that align with their medical and weight management goals.

Consumer Trend (name, detailed description):

The Medicated Meal: This trend signifies a shift where a portion of the consumer population's dietary choices are increasingly influenced by prescription medications aimed at weight management. This is not just about avoiding certain foods but actively seeking out options that complement the effects of their medication, such as increased protein intake and reduced overall calorie consumption.

Consumer Sub Trend (name, detailed description):

The Protein-Prioritizing Plate: As GLP-1 drugs often lead to a preference for and need for more protein to maintain muscle mass during weight loss, a sub-trend is emerging where consumers actively seek out high-protein meals and snacks when dining out or purchasing groceries.

Big Social Trend (name, detailed description):

The Bio-Optimized Body: This broader social trend reflects a growing interest in using scientific and medical advancements to optimize one's physical health and well-being. The adoption of GLP-1 drugs for weight loss is a manifestation of this trend, where individuals are leveraging pharmaceutical interventions to achieve their health goals.

Worldwide Social Trend (name, detailed description):

Global Weight Management Focus: Obesity and related health issues are a global concern, and there is a worldwide emphasis on finding effective strategies for weight management. The emergence and adoption of GLP-1 drugs represent a globally relevant development in this ongoing effort.

Social Drive (name, detailed description):

Health and Wellness Imperative: This social drive underscores the increasing societal value placed on health and well-being. Consumers are more informed and proactive about their health, seeking out solutions, whether through diet, exercise, or medical interventions, to live healthier lives.

Learnings for brands to use in 2025 (bullets, detailed description):

• Understand the Evolving Needs: Brands must proactively research and understand the specific dietary needs and preferences of GLP-1 users to effectively cater to this growing market segment. This includes understanding their nutritional requirements (high protein, fiber, low sugar, controlled portions) and their dining preferences (more grocery, casual, and midscale options over time).

• Invest in Menu and Product Innovation: Dedicate resources to developing new menu items and packaged products that align with the nutritional guidelines recommended for GLP-1 users. This might involve creating dedicated "GLP-1 friendly" sections on menus or product lines.

• Enhance Nutritional Communication: Provide clear, accessible, and detailed nutritional information for all offerings. This will empower GLP-1 users to make informed choices that support their health goals. Highlight protein content, fiber, and sugar levels prominently.

• Consider Portion Sizes: Offer options with controlled portion sizes to cater to the reduced appetite often experienced by individuals on GLP-1 medications. This can be communicated clearly on menus and packaging.

• Explore Strategic Partnerships: Collaborate with healthcare professionals, weight loss clinics, and dietitians to gain credibility and reach the target audience effectively. This could involve co-creating content or offering specialized menu options through these partnerships.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description):

• Integrate GLP-1 Considerations into Menu Strategy: Make catering to GLP-1 users a core component of menu development and updates. Don't treat it as an afterthought but as a significant customer segment with specific needs.

• Develop Targeted Marketing Campaigns: Create marketing messages that directly address the needs and motivations of GLP-1 users, emphasizing how your brand can support their health and wellness journey. Utilize relevant channels where this demographic is active.

• Train Staff on GLP-1 Dietary Needs: Educate restaurant staff about the dietary considerations for GLP-1 users so they can confidently answer questions and guide customers towards suitable menu options.

• Offer Customizable Options: Provide flexibility for customers to customize their meals to meet their specific nutritional requirements, such as adding extra protein or substituting ingredients.

• Monitor Trends and Feedback: Continuously track the evolving trends in the GLP-1 market and actively solicit feedback from customers to ensure your offerings remain relevant and appealing.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it:

The core trend of medically influenced dietary shifts, driven by the increasing use of GLP-1 drugs, necessitates that brands and companies in 2025 prioritize menu innovation and clear communication of nutritional benefits to effectively cater to this growing consumer segment and build long-term loyalty by directly supporting their health and wellness goals.

Final Note:

• Core Trend: Medically Influenced Dietary Shift - The increasing reliance on medications like GLP-1s for weight management is fundamentally altering consumer food preferences and dining habits.

• Core Strategy: Proactive Adaptation and Menu Innovation - Brands must strategically adapt their offerings and innovate their menus to specifically cater to the nutritional needs and preferences of GLP-1 users to maintain relevance and capture market share.

• Core Industry Trend: Pharma-Dining Convergence - The intersection of the pharmaceutical and food service industries is intensifying, requiring businesses to consider medical advancements and their impact on consumer behavior.

• Core Consumer Motivation: Health-Driven Dietary Choices - Consumers, particularly those using GLP-1s, are increasingly motivated by health considerations when making food choices, prioritizing nutritional value and alignment with their medical and wellness goals.

Final Conclusion:

The influence of GLP-1 medications on consumer dining represents a pivotal moment for the food and beverage industry. Businesses that understand the nuances of this trend and proactively adapt their strategies will be well-positioned to thrive in a rapidly evolving market landscape, fostering stronger connections with a health-conscious and growing consumer base.

Core Trend Detailed: description.

The Medically Influenced Dietary Shift signifies a profound change in how a significant portion of the population approaches food consumption. It moves beyond traditional dieting or lifestyle choices, where medical interventions, specifically GLP-1 drugs in this context, become a primary driver of dietary changes and food preferences. This trend is characterized by consumers actively seeking food options that not only satisfy their reduced appetite but also align with the physiological effects of their medication, emphasizing nutritional density, particularly protein, and minimizing intake of less beneficial components like excessive sugars and unhealthy fats. It indicates a growing segment of consumers for whom health and medical guidance play a central role in their everyday food choices, impacting where they shop, what they buy, and how they dine out.

Key Characteristics of the Core trend:

• Pharmacological Influence: Prescription medications directly impact appetite, satiety, and metabolic processes, leading to altered food preferences and consumption patterns.

• Health-Focused Choices: Consumers prioritize foods that support their weight management goals and overall health, often guided by nutritional recommendations related to their medication.

• Demand for Specific Nutrients: There's an increased demand for macro and micronutrients that complement the effects of the medication, such as higher protein intake to preserve muscle mass during weight loss.

• Shift in Dining Habits: Consumers may alter their dining out frequency and the types of restaurants they choose, favoring options that offer more control over nutritional content.

• Increased Awareness of Food Labels: Individuals are likely to be more attentive to nutritional information, carefully reading labels and seeking transparency from food providers.

Market and Cultural Signals Supporting the Trend (bullets):

• Rising Prescription Rates for GLP-1s: The increasing number of individuals being prescribed GLP-1 medications for weight loss signals a growing market that will influence consumer demand in the food sector.

• Positive Media Coverage and User Testimonials: Public discussions and reported successes with GLP-1 drugs contribute to increased awareness and acceptance, further driving adoption.

• Investment in Obesity Research and Therapeutics: Ongoing research and development in the pharmaceutical industry indicate a continued focus on medical solutions for weight management, suggesting the trend is likely to persist.

• Growing Consumer Interest in Health and Wellness: A broader cultural shift towards prioritizing health and well-being makes consumers more receptive to medical interventions as part of a comprehensive health strategy.

• Food Industry Response: The proactive steps taken by companies like Smoothie King to introduce GLP-1-friendly menus demonstrate an awareness and validation of this emerging consumer need.

How the Trend Is Changing Consumer Behavior (bullets):

• Reduced Overall Food Consumption: GLP-1 drugs lead to increased satiety, resulting in individuals eating less overall.

• Preference for Protein-Rich Foods: To maintain muscle mass during weight loss, consumers are actively seeking out and prioritizing protein sources in their diet.

• Increased Scrutiny of Nutritional Information: Consumers are more likely to read food labels and inquire about the nutritional content of restaurant meals.

• Shift from Quick Service to Other Dining Options: Over time, consumers tend to move away from quick-service restaurants towards grocery stores, casual dining, and midscale restaurants offering more varied and protein-focused options.

• Demand for Healthier Menu Choices: There's a growing expectation for restaurants to offer menu items that align with the dietary needs and preferences of individuals focused on weight management and health.

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, bullets):

• For Brands and CPGs:

  • Opportunity to innovate and develop products specifically formulated for GLP-1 users (high protein, high fiber, low sugar).

  • Need to clearly communicate nutritional benefits and potentially market products towards this specific consumer segment.

  • Potential shift in demand for certain food categories (e.g., increased demand for lean proteins, reduced demand for high-calorie, low-nutrient options).

• For Retailers:

  • Grocery stores may see an increase in demand for specific ingredients like lean meats, vegetables, and high-protein alternatives.

  • Retailers can consider creating dedicated sections or highlighting products that are suitable for GLP-1 users.

  • Potential for partnerships with healthcare providers or weight management programs to offer bundled solutions or educational resources.

• For Consumers:

  • Potential for significant weight loss and improved health outcomes.

  • Increased focus and awareness regarding nutritional choices.

  • May face challenges in finding suitable options when dining out if restaurants don't adapt their menus.

  • Cost of medication can be a significant factor.

Strategic Forecast (bullets):

• The trend of medically influenced dietary shifts will continue to grow in prominence as GLP-1 drug usage expands.

• The food and beverage industry will increasingly adapt its offerings to cater to the needs of this consumer segment.

• We may see the emergence of specialized food products and services targeted specifically at individuals on weight management medications.

• The integration of health and food will become more pronounced, with potential for collaborations between the medical and food industries.

• Personalized nutrition may become even more relevant as consumers seek tailored dietary plans that align with their medical treatments.

Areas of innovation (based on discovered trend):

• Development of dedicated "GLP-1 friendly" menu sections in restaurants.

• Creation of pre-portioned meals and meal kits designed to meet the nutritional needs of GLP-1 users.

• Formulation of high-protein, high-fiber, low-sugar snacks and beverages.

• Digital platforms and apps that connect GLP-1 users with restaurants and food providers offering suitable options.

• Educational content and resources provided by food brands to help consumers make informed choices while on these medications.

Final Thought (summary):

The rise of GLP-1 drugs is not just a medical phenomenon; it's a significant catalyst reshaping the consumer food landscape. Brands that proactively embrace this trend, understand the evolving needs of these consumers, and innovate their offerings accordingly will be best positioned for success in the coming years, contributing to a healthier future while fostering strong customer loyalty.

Description of consumers article is referring to:

• Age: 25-65+

• Gender: Likely a slight skew towards female, but increasingly balanced.

• Income: Initially middle to upper-income, but expected to become more diverse.

• Lifestyle: Health and well-being conscious, proactive in seeking weight management solutions, potentially engaged in making conscious dietary choices.

Source: https://www.qsrmagazine.com/story/how-glp-1-is-shifting-consumer-dining-habits/