A fifth of American adults have now used GLP-1 medication. Not read about it, or considered it, but have actually used it. That’s roughly 50 million people.
That’s the finding from Attest’s Health & Grocery Habits survey of 1,000 US adults aged 18-67, conducted in May 2026. Fourteen percent are currently taking GLP-1 drugs such as Ozempic, Wegovy, or Mounjaro; a further 9% have used them in the past. Add the 28% who say they would consider using them in the future, and more than half of American consumers have either direct experience of these medications or are open to trying it.
For food and drink brands — and increasingly brands in other categories such as personal care too — this is no longer a story about pharmaceutical innovation. It’s a story about the grocery basket, and it’s changing rapidly.
TL;DR
- 23% of US adults have used GLP-1 medication; 28% more would
consider it - 46% hold a positive view of GLP-1 drugs for weight loss; only 15% are negative
- 60% of Americans increased fresh fruit and vegetable purchases in the last six months; 51% bought more high-protein foods
- Nearly half cut back on sweet snacks (46%) and alcoholic drinks (45%)
- Among current GLP-1 users, half are eating smaller portions and
nearly a quarter are buying less food overall - Millennials are the heaviest current users at 18%, followed by Gen X
at 17%
GLP-1 is no longer the exception, but the norm
The scale of GLP-1 adoption in the US is still surprising many in the food industry, even as the numbers keep climbing. According to Attest’s data, 1 in 5 adults has now used these medications, with Millennials — not older or higher-risk populations — showing the highest current usage rate at 18%. Gen X follows closely at 17%, while Boomers sit at 8%.
Millennials and Gen X together account for the largest share of household grocery decision-makers, and they are already bringing GLP-1-shaped appetites to the supermarket.
Awareness is now broad but not yet universal. Some 13% of Americans said they had never heard of GLP-1 medication before taking the survey — a reminder that despite years of media coverage, a meaningful awareness gap persists among certain consumer segments.
Perception, where it exists, skews positive. Nearly half (46%) of respondents hold a somewhat or very positive view of GLP-1 drugs for weight loss, against just 15% who are negative. The majority of neutral respondents (36%) likely reflect uncertainty rather than opposition: “Don’t know enough about them” was cited as a concern by 23% of the total sample.
The basket is changing with or without a prescription
You don’t need to be on GLP-1 medication to be affected by the broader health shift it represents. Attest’s data shows that across the full sample of 1,000 US adults, grocery purchasing patterns have already moved in a direction consistent with reduced appetite and increased nutritional intentionality.
In the past six months, 3 in 5 Americans increased their fresh fruit and vegetable purchases. More than half bought more high-protein foods, representing a meaningful reorientation of the basket toward whole, nutrient-dense categories.
The other side of that trend is a retreat from indulgence. Nearly half of respondents (46%) cut back on sweet snacks, 42% bought fewer soft drinks, and 45% reduced their alcohol purchases. Ready meals also declined, with more consumers moving away than toward them.
Among current GLP-1 users specifically, the behavioural changes are sharper. Half report eating smaller portions as a direct result of their health goals, 47% say they are buying healthier foods, and 22% are simply buying less food overall. For brands in categories that depend on volume — snacking, confectionery, carbonated drinks — this last figure deserves close attention.
Positive on GLP-1, cautious about the trade-offs
Despite broadly positive sentiment toward these medications, consumers are not adopting them uncritically. Side effects are the most commonly cited concern, flagged by nearly half of respondents (49%). Side-effects can commonly include facial skin sagging and wrinkling from rapid weight loss, hair thinning, dry mouth, and gastrointestinal conditions like nausea, diarrhoea, constipation and bloating.
Meanwhile, the long-term health impact of GLP-1 usage is a worry for 39% and cost is a barrier for 37%. Dependency concerns register with 21%, and fear of injections with 15%.
These concerns are not evenly distributed. Cost anxiety is likely to suppress uptake among lower-income households, even as awareness grows — a dynamic with implications for how broadly GLP-1-related basket changes will eventually spread across income segments.
The loss-of-enjoyment dimension is also worth noting. Twelve percent cited loss of enjoyment from eating as a concern, and 5% specifically worried about the impact on social occasions and eating out. For food brands and restaurant operators, the question of how to remain relevant to consumers whose relationship with pleasure eating is changing is becoming increasingly material.
What this means for brands
Rethink volume assumptions in vulnerable categories. Sweet snacks, soft drinks, ready meals, and alcohol are all in decline among health-motivated consumers. With GLP-1 adoption accelerating and appetite suppression reducing overall food intake among active users, brands in these categories should model volume erosion scenarios rather than treat current trends as cyclical.
Protein is no longer a segment — it’s a table stake. More than half of Americans increased high-protein purchasing in the last six months. Twenty-eight percent adopted high-protein diets as a weight management tool. Brands that lack a credible protein story risk being bypassed entirely as consumers reorient their baskets.
Format and portion architecture matter more than ever. With current GLP-1 users buying less food overall and eating smaller portions, brands should evaluate whether their pack sizes, serving formats, and caloric density are aligned with how these consumers are now eating. Smaller formats and higher nutrient-per-calorie propositions are not just premium plays; they are functional responses to a shifting market.
Brands that help consumers achieve health outcomes through food may capture consumers who are not yet medicated.
Lean into positive nutrition, not just ingredient removal. The data shows consumers moving toward fresh produce, protein, and functional wellness foods, not just away from sugar and UPFs. Brands should frame their proposition as an active contribution to a health goal, rather than simply the absence of something bad.
Don’t write off the undecided. With 28% of Americans open to GLP-1 use and 36% holding a neutral view, the population actively making up its mind about these medications is large. Brands that help consumers achieve similar health outcomes through food — better nutrition, protein intake, gut health — may capture consumers who are health-motivated but not yet medicated, or who discontinue medication and need dietary support.
The implications extend well beyond food and drink. Nearly half of respondents (49%) flagged side effects as a concern. Aesthetic and oral side effects are already driving demand in adjacent categories like oral care, skincare, hair care, supplement and hydration products.
Methodology
Attest surveyed 1,000 US adults (18+) between May 21–22, 2026. The sample was nationally representative by region, age and gender (51% female, 49% male). Respondents were screened as qualified participants. All respondents personally handle at least half of their household grocery shopping. Data was collected via Attest’s online consumer research platform.
