• For the first time, EY-Parthenon research shows that weight-management users represent the majority (54%) of US GLP-1 users, signaling a continued shift toward mainstream adoption and broader changes in consumer behavior.
• 63% of GLP-1 users report reducing sweet snacks and 57% have reduced salty snacks.
• 72% of GLP-1 users report changing clothing sizes and 46% have switched apparel brands, creating new opportunities for retailers and apparel companies.

NEW YORK, Oct. 22, 2026 /PRNewswire/ — For the first time, more than half (54%) of US GLP-1 users take the medication primarily for weight management, surpassing use for diabetes and other health conditions, according to the EY-Parthenon GLP-1 Consumer Impact Report. The findings suggest GLP-1 adoption is increasingly influencing consumer behavior beyond health and weight management, affecting what consumers eat and drink, how they shop, what they wear and where they allocate discretionary spending.

“As affordability, access and awareness continue to increase, GLP-1s are changing how consumers live, shop and spend,” says Katie Johnson, EY-Parthenon Americas Consumer and Health Industry Leader. “We’re seeing these medications reshape consumer behavior in tangible ways, from food and beverage choices to wellness, fitness and discretionary spending. This shift is creating a ripple effect across the consumer products and retail landscape.”

Consumers are trading indulgence for nutrition

GLP-1 users prioritize nutrition-focused categories over traditional indulgence, with nearly two-thirds (63%) consuming fewer sweets and more than half (57%) reducing salty snacks. In turn, users increase consumption of fresh produce (66%) and protein (61%). Because 94% of GLP-1 users surveyed are primary grocery shoppers, these changes often extend beyond the individual, influencing household meal planning, cooking habits and grocery purchasing decisions.

This shift is also evident in beverages: more than half of users (51%) report drinking fewer soft drinks, while 44% consume more functional beverages. Meanwhile, 45% have reduced alcohol consumption and 40% have stopped altogether.

From the grocery aisle to the clothing rack

Weight loss is also driving a “wardrobe reset” for many users, with nearly three-quarters (72%) of GLP-1 users changing clothing sizes and almost half (46%) fully or partially switching apparel brands, most commonly because of changing fit and sizing needs. Consumers are also buying athletic wear, fitted tops and swimwear they previously avoided, suggesting GLP-1 adoption is driving spending beyond replacement purchases and into new apparel categories.

“With nearly three-quarters of users reporting new clothing sizes and almost half switching apparel brands, these shifts create meaningful implications for merchandising, inventory planning and customer acquisition,” says Will Auchincloss, EY-Parthenon Americas Retail Sector Leader. “Retailers that recognize these shifts early have an opportunity to build deeper relationships with consumers during a period of significant lifestyle change.”

The report also identifies six distinct GLP-1 consumer personas, highlighting that adoption and behavior changes vary significantly across users and reinforcing the need for brands to avoid a one-size-fits-all approach. While concerns around side effects and insurance coverage remain, the EY-Parthenon research projects that by 2033, 35%–40% of US adults will have used a GLP-1.

“As adoption continues to grow, brands will need to understand where demand is evolving, where consumers are reallocating spending and how to adapt their portfolios to remain relevant in an increasingly health-focused consumer environment,” says Don Johnson, Principal, Strategy and Execution, EY-Parthenon, Ernst & Young LLP. “The best-positioned companies view GLP-1s as a structural shift in consumer behavior that will influence innovation, portfolio strategy and investment decisions.”

Notes to editors

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About EY Consumer and Health

The rise of the empowered consumer, coupled with technology advancements and the emergence of digitally focused entrants, is changing every aspect of health and care delivery. To retain relevancy in today’s digitally focused, data-infused ecosystem, all participants in healthcare today must rethink their business practices, including capital strategy, partnering and the creation of patient-centric operating models.

The EY Consumer and Health architecture brings together a worldwide network of 34,000 professionals to build data-centric approaches to customer engagement and improved outcomes. We help our clients deliver on their strategic goals, design optimized operating models and form the right partnerships so they may thrive today and succeed in the health systems of tomorrow. We work across the ecosystem to understand the implications of today’s trends, proactively finding solutions to business issues and seizing the upside of disruption in this Transformative Age.

Methodology

EY-Parthenon team conducted its third annual GLP-1 Consumer Survey between March and May 2026 to better understand how GLP-1 medications are affecting consumer behavior and spending patterns. The survey included 14,883 respondents from the general population and 3,602 current or former GLP-1 users. The research examined adoption trends, user behaviors and category impacts across snacking, food away from home, alcoholic beverages and apparel, with findings compared against prior surveys conducted in 2024 and 2025.

Caroline Acton; Caroline.Acton1@ey.com

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SOURCE Ernst & Young LLP