Ozempic, Mounjaro, and other glucagon-like peptide-1 medications, otherwise known as GLP-1s, are changing how Americans shop for groceries.
In early January, Food & Wine published a story about how food companies are releasing all-new products or reimagining the marketing of old ones to appeal to more GLP-1 users who may be looking for specific nutrition needs like high-protein, high-fiber foods. In that story, we mentioned one tiny but important research paper by Cornell University that showed that households with at least one GLP-1 user are significantly reducing their grocery spending. But what, specifically, are they spending less on?
In the paper, published on December 27, 2024, the researchers noted that they reached this conclusion after examining data from Numerator. Numerator links survey responses from 150,000 households on GLP-1 medication adoption and timing to food purchases to provide a representative panel of households in the United States. Importantly, its survey also took into account “off-label users,” aka those …