💙 Let's talk about how GLP-1 drugs are changing consumer spending.
Nataly Kelly
CMO at Zappi | Ex-HubSpot | Harvard Business Review Contributor | Author x 4 | Top 50 CMOs to Watch | Follow me for global leadership advice
Hello, Marketing Friends!
Thank you for joining me for this week's edition of The Data-Driven CMO!
📢 The GLP-1 Effect: Weight-Loss Drugs Are Reshaping Consumer Spending
As we head into fall and winter—seasons when consumers traditionally indulge in Halloween candy and holiday treats—a new trend is quietly disrupting grocery aisles.
GLP-1 medications like Ozempic and Wegovy aren't just changing how people eat. They're fundamentally shifting how they spend.
For those who work with food and beverage brands, this represents both a challenge and an opportunity. Consumer behavior is evolving faster than most brands can realistically adapt.
The question isn't whether this trend will impact your business—it's how quickly you'll respond to it.
💙 Nataly Kelly
Chief Marketing Officer
Zappi
📊 Key Stat: Households with at least one GLP-1 user reduce grocery spending by 5.3% within six months of use. Higher-income households see an even sharper decline of 8.2%. (Source: SSRN Research)
➡ Resource: Read the full Cornell research findings here.
The Spending Shift Reality
The numbers tell a clear story: GLP-1 users are fundamentally changing their relationship with food—and their wallets.
This isn't just about eating less. It's about buying differently, prioritizing quality over quantity, and shifting spending patterns across categories.
What's happening?
✔️ Reduced impulse purchases. GLP-1 users report fewer spontaneous food purchases, impacting brands that rely on impulse buying.
✔️ Quality over quantity mindset. Consumers are buying less but spending more on premium, nutrient-dense products.
✔️ Category disruption. Traditional snack foods, sugary beverages, and processed foods are seeing the biggest impact.
✔️ Seasonal spending shifts. Even during high-indulgence seasons like holidays, GLP-1 users maintain more controlled spending (and eating) habits.
What's a CMO to Do?
The brands that adapt fastest will capture the most opportunity. Here's how to stay ahead:
📍 Assume that a certain % of your customers are embracing GLP-1 medication use. Know that many consumers are GLP-1 users and consider them when crafting messaging.
📍 Pivot product positioning toward quality and wellness. Focus on nutritional value, not just taste or convenience.
📍 Rethink seasonal marketing strategies. Traditional holiday indulgence messaging may not resonate with this growing segment.
📍 Invest in consumer insights that reveal changing behaviors. Real-time data helps you spot shifts before competitors do.
The pressure is mounting for marketing leaders to build strong brands while delivering short-term results and staying ahead of evolving trends like GLP-1 usage.
Most importantly? Stay close to the consumer.
Consumer insights can be your competitive edge.
🔍 CMO Takeaway: GLP-1 medications are creating a new consumer segment with distinct spending patterns. The CMOs who recognize and adapt to this shift, prioritizing consumer insights, will position their brands for sustained growth in a changing marketplace.
Who else loves connecting with fellow data-driven marketing leaders? I sure do.
See you next week, marketing friends!
interesting
Transforming how brands benefit and learn from consumer insights to create better ads and products
2wThat stat is eye opening - thanks for sharing! And much to think about … but really agree with the focus on quality as when people treat less and differently making that feel special is the key.