Obesity medications have created a new type of consumer with unique needs. These consumers are not only spending their money differently but also spending less on groceries while still figuring out how to integrate their new diet into their homes and social lives.  

Food companies, as well as health professionals and dietitians like me, are seeking to better understand the GLP-1 user and how best to support them, especially as the medications become more affordable and accessible.  

Consumer research is already showing us where there are opportunities to support GLP-1 users. For example: 

12% of U.S. adults have already tried GLP-1s; 1 in 4 plan to use them soon, with Gen Z leading the trend. 

GLP-1 users are tech-savvy, diverse and often rely on online communities – underscoring a shift in how Americans get health advice. 

65% of users say their entire household’s diet has changed, with less snacking and more meal modifications at restaurants and at home.  

GLP-1 users are tech-savvy, diverse and often rely on online communities – underscoring a shift in how Americans get health advice.

Moving beyond the numbers with AI 

But how do we really get behind the statistics and inside the mind of a GLP-1 user?  

We created a synthetic audience—an AI-driven amalgamation of many users based on all of the research we could put into the tool—to explore their thoughts and use them as a springboard for discussion and inspiration. Our proprietary tool unveiled potentially unintended consequences medication users’ decisions may have, including how their dietary habits and behaviors could influence how and what their family eats. More broadly, their habits and decisions will drive how product innovation happens and how the food supply chain is impacted.

And our synthetic audience showed us clearly that:  

One size fits none: the most effective engagement – whether clinical or product – starts with understanding and targeting micro-segments.  

Rethink education with reach: health care professionals (HCPs) – preferably led by registered dietitians (RDNs) who are experts in connecting the food and healthcare sectors – as well as the broader healthcare and food industries need to embed in GLP-1 users’ ecosystems as most build health knowledge outside traditional channels (on YouTube, Reddit, TikTok and with peer groups). 

Anticipate ripple effects: HCPs (and the industry where appropriate) need to help patients navigate this cascade with empathy, flexibility and real-world solutions beyond just nutrition effects.  

What industry leaders are saying 

With these insights in hand, earlier this month I challenged three industry professionals to apply our findings to their work in front of a crowded room at the recent Academy of Nutrition and Dietetics annual Food and Nutrition Conference & Expo (FNCE). Each panelist brought a unique perspective to the table, discussing how they work with and reach GLP-1 medication users as well as key considerations and implications for practice and the broader healthcare, food and beverage community. 

How far does the GLP-1 impact reach? My colleague and Audience Strategy and Data Innovation expert Amanda Patterson said, “The rise in GLP-1 medications is fundamentally reshaping not just how people eat, but what and how much they buy at the grocery store. Beyond the individual, these changes ripple out to families and social circles. Many users say their household food routines (grocery lists, meal prep, holiday or social meals) are being reworked to accommodate their new eating patterns.” 

How should the food industry respond? For long term implications if this trend continues, community nutrition dietitian and GLP-1 user Summer Kessel shared, “I’m hopeful we are course correcting from the days of massive portion sizes and novelty products over nutrition. However, I’m a little worried that if people rely too heavily on ‘low-calorie’ processed foods instead of balanced meals, they risk missing out on essential nutrients.” 

Can the right nutrition messages get through the marketing hype? Founder of the Better Nutrition Program and RDN Ashley Koff shared, “We can use awareness of GLP-1 medications to introduce the public to weight-health hormones and how they regulate numerous functions in the body known collectively as ‘weight health.’ In doing this, dietitians can expand the reach of GLP-1, GIP beyond medications and help people learn to assess and as indicated, optimize their own hormones – whether they ever use a medication or not.” 

Rethinking food and health communications 

As GLP-1s continue to change daily routines and expectations, helping consumers make the right decisions to stay healthy but also being present with family and friends at meals and other food-based activities will test how we communicate about food and health.  

Combining insights from AI, research and lived experience allows us to reach solutions faster and understand not just what works, but why.  

For more information on these insights and other key learnings from FNCE, contact Allison at [email protected]. 

Allison Koch MS, RD, CSSD, LDN is a vice president in FleishmanHillard’s Chicago office, where she provides nutrition communications counsel for clients. A registered dietitian with more than 20 years of experience, she’s passionate about helping brands connect science and storytelling to inspire healthier choices and stronger consumer trust.