GLP-1s are changing shopping habits — and brands are changing along with them

More Americans are using GLP-1 drugs, like Ozempic and Wegovy, for weight loss. And that’s impacting their grocery shopping habits. A new survey from the consumer marketing company Big Chalk Analytics finds that GLP-1 use could shave up to 2.7% off grocery store sales this year.

But food companies are finding ways to adapt.

For years, the size of packaged foods went mostly in one direction: bigger, said Rick Miller, a partner at Big Chalk.

“Six packs of Coke turned into 12 packs of Coke turned into 48 packs of Coke,” he said.

But in recent years (partly due to shrinkflation), package sizes have gotten smaller. As more Americans use GLP-1s, which reduce food cravings, there’s also more demand for that 12-pack again.

Companies make up for selling less of their product by charging a higher unit price, Miller said.

“So you're paying a little bit more per ounce for a smaller portion than you would for a larger portion, but the consumer demand is definitely shifting towards these smaller pack sizes,” he explained.

Packaged food companies are also responding to the growth of GLP-1s with marketing to make their products appear healthier.

“That's rethinking your brand, that's rethinking the product that you are selling, and then how do you repackage it to say this is a new and improved ‘healthy’ cookie bag,” said Craig Rowley, a senior client partner with the consulting firm Korn Ferry.

Some companies are also changing ingredients by adding more protein or cutting back carbohydrates.

Still, Big Chalk said cutbacks from GLP-1 users could cost the packaged food industry up to $21 billion this year.