Ozempic is changing how we spend money and time, plus what we eat
washingtonpost.com
Industry insiders are gearing up for weight-loss drugs to shake up the consumer economy as they seep into every sector — including apparel, restaurants, grocery, gyms and travel. They are causing a “psychological shift” for the people taking them, said Ali Furman, a partner in PwC’s U.S. consumer markets division. As their bodies change, she said, so are their decisions on how to spend their time and money.
In just over a year, the percentage of U.S. adults taking drugs such as Ozempic, Wegovy, Mounjaro and Zepbound more than doubled to 12.4 percent, according to Gallup. The survey also reported that the obesity rate fell from almost 40 percent in 2022 to 37 percent in 2025. Some companies are already responding by acquiring health food brands, renovating hotel gyms and changing lunch menus. But that’s only scratching the surface, said Diana Melencio, a partner at XRC Ventures, an early stage venture capital firm.
“It's revolutionary,” she said. “GLP-1s will play a huge role in society.”
Pharmacies
The drugs come with some uncomfortable or harmful side effects, including indigestion, nausea and loss of hair and muscle mass. As a result, sales for supplements and vitamin-rich beauty products have surged. Some studies suggest that the medication might also boost fertility.Purchases of pregnancy test kits among a cohort of GLP-1 users surged 148 percent over the course of one year, according NielsenIQ (NIQ).
Supplements
Electrolyte supplements, hair-growth products and anti-nausea medications have skyrocketed among GLP-1 users. Some brands are marketing new product lines aimed at consumers on the medications, and industry experts expect more companies to jump in. There are risks, however, of some supplement companies making misleading claims of replicating GLP-1 shots. “The U.S. has pretty loose standards when it comes to the vitamins, minerals and supplements sector,” Melencio said.
Grocery stores
With the elimination of “food noise,” which can lead to bingeing and distracting thoughts about eating, GLP-1 users are cutting back on snacks and spending more on healthy items.
Compared to non-GLP-1 households, GLP-1 users reduced their spending by 10 percent over a year across 100 categories including groceries, quick-service restaurants and tobacco, according to the data company Numerator. While the fallout could hurt the snack food industry, some companies are innovating and acquiring health food brands. They’re focused on high-protein items, which support muscle mass, are highly satiating and boost metabolism, as well as quick-and-healthy frozen meals.
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