Playbook: Strategic Responses for Brands and Retailers to the GLP-1 Consumer Boom

Discover how GLP-1 medications are reshaping US consumer behavior—and what leading retailers must do to respond.

Read this report to discover answers to these and other questions:

• How are GLP-1 users changing what—and how—they buy across grocery, wellness and apparel categories?
• Why are private-label brands uniquely positioned to capture growth from GLP-1 consumer behavior shifts?
• What sizing, inventory and service strategies should apparel retailers adopt as body-size volatility rises?
• How can pharmacies evolve from transactional hubs to loyalty-driving wellness centers for GLP-1 users?
• In what ways can retailers reinvent in-store foodservice to meet demand for protein-rich, portion-controlled meals?

Data in this report include: GLP-1 market size and growth projections; grocery basket value and item changes among GLP-1 users; consumer lifestyle and dietary shifts; apparel size transitions and preferred services; pharmacy support preferences; and evolving foodservice consumption patterns.

Introduction

Market Scale and Opportunity

GLP-1 Playbook: Strategic Responses to the GLP-1 Consumer Boom

• The “SPARK” Framework: Actionable Recommendations for Retailers in the GLP-1 Era

1. Retailers Capitalizing on the GLP-1 Consumer’s New Priorities
2. Private Label as the GLP-1 Growth Engine: Seizing First-Mover Advantage in Health-Focused Categories
3. Apparel Size-Curve Shock: Adjust Apparel Size Curves and Offer Flexibility
4. Redesign the Pharmacy Experience Around Convenience, Reassurance and Support
5. In-Store Foodservice Reinvented: Keep Foodservice Focused on Protein-Rich, Portion-Controlled Meals

What We Think

• Implications for Brands/Retailers
• Brands or Retailers Poised to Gain Advantage
• Brands or Retailers That Risk Losing Advantage

Notes and Methodology

Amazon, ASOS, Conagra Brands, CVS Caremark, Danone, Eli Lilly, Destination XL Group, Gap Inc./Old Navy, Kroger, Marks & Spencer, Nestlé, Novo Nordisk, PepsiCo, Reformation, Target and Walmart.

• US GLP-1 Drugs Market Size* (Left Axis; USD Bil.) and YoY % Change (Right Axis)
• Key Strategies for Retailers To Adapt to GLP-1 Consumer Behavior Trends
• GLP-1 Drug Users: Ways in Which They Eat Less Due to Weight-Loss Medication (% of Respondents)
• GLP-1 Drug Users: Change in Number of Items in Grocery Basket and Monthly Grocery Spending Since Taking GLP-1 Drugs (% of Respondents)
• GLP-1 Drug Users: Lifestyle Changes Adopted Since Taking GLP-1 Drugs (% of Respondents)
• Selected Companies Responding to GLP-1–Driven Consumer Shifts
• Change in Clothing Size Among GLP-1 Users Since Starting Therapy (% of Respondents)
• Apparel Services That GLP-1 Users Want Most During Their Weight-Loss Transition (% of Respondents)
• Pharmacy Services That GLP-1 Users Say Would Be Most Helpful (% of Respondents)
• Net Change in Consumption of Healthy and Unhealthy Products Among GLP-1 Users (% of Respondents)
• Selected Actions by Mass Merchandisers Based on GLP‑1 Demand