In the ever-evolving world of retail and foodservice, few forces are shifting shopper behavior as rapidly as GLP-1 medications like Ozempic, Wegovy, and Mounjaro. Originally developed to treat Type 2 diabetes, these drugs are now being widely prescribed for weight management — and the ripple effects are reaching grocery aisles, restaurant menus, and supply chains across the U.S.
At Apex Marketing and Sales, we’re keeping a close eye on how these new consumer habits are impacting the brands and suppliers we work with every day. Here’s what you need to know.
The GLP-1 Effect: Eating Less, Differently
GLP-1 medications work by mimicking a natural hormone that regulates appetite and blood sugar. For many users, this leads to:
- Reduced hunger
- Smaller portion sizes
- Lower frequency of snacking
- Decreased cravings for high-fat, high-sugar foods
What does this mean in real terms? Shoppers are putting fewer impulse snacks in their carts. Restaurant portions are going unfinished. And indulgent, calorie-dense foods may be seeing slower movement on shelves.
Early Market Shifts Retailers Are Watching
Retailers and CPG brands are already tracking subtle but important shifts:
- Snack foods: Softening demand in some traditional indulgent categories like chips, cookies, and sweet baked goods.
- Protein and meal replacements: Growing interest in convenient, portion-controlled, high-protein options that align with weight-loss goals.
- Functional foods: Rising demand for items promoting satiety, gut health, and blood sugar balance.
- Smaller pack sizes: A potential opportunity as consumers seek portion control and waste reduction.
Foodservice Is Feeling It Too
Restaurants, especially fast casual and full service, are seeing changes:
- More guests are ordering smaller portions or splitting meals.
- Appetizer and dessert sales may see pressure as diners skip extra courses.
- Beverage sales, particularly sugary and high-calorie drinks, could decline as health-conscious habits take hold.
Forward-thinking chains are already testing smaller plates, lighter menu options, and customizable portions to adapt to the changing landscape.
What Brands and Suppliers Should Be Doing Now
At Apex, we believe brands that adapt early will have the advantage. Here are key moves to consider:
- Audit your product portfolio: Are you offering portion-controlled, health-forward options?
- Update marketing messaging: Focus on satiety, protein, balanced energy — not just indulgence.
- Optimize for compliance: Ensure product attributes (nutritionals, allergens, health claims) are accurate and up-to-date across retailer platforms.
- Watch emerging data: Track GLP-1 adoption rates and shopper behavior in your categories.
Looking Ahead
GLP-1 medications are projected to reach millions more U.S. consumers in the next few years. While it’s too early to call it a total revolution, the trend is clear: eating habits are shifting, and brands must evolve.
At Apex Marketing and Sales, we help suppliers navigate these changes — from updating product content to optimizing retail compliance, ensuring your items meet the demands of today’s and tomorrow’s shoppers.
