By Suzy Silliman
As GLP-1 drugs are becoming mainstream for weight loss, the effects of these drugs are changing eating habits of the users and therefore what is in their respective shopping carts.
A recent KFF poll reports that 12% of US adults have used GLP-1 drugs and 6% are currently using and that this represents 20.6% compound annual growth between 2020-2023 with no slowdown in view.
The side effects of these drugs result in reduced hunger, slowed digestion and improve taste – all which change the eating habits of the users.
Medical News Today published new dietary guidelines that emphasize protein, vegetables, and reduced carbohydrate and sugar intake. Along with these food group changes, more frequent and smaller meals and snacking occasions are recommended over the three traditional “mega” meals.
These changes in eating habits are trickling down to the shopping basket. Across the National Retail Solutions network of over 27,000 independent convenience stores, small grocery outlets and bodegas, “Performance Nutrition”, “Health and Nutrition” and “Protein Snacks” categories are being carried by more merchants as well as experiencing strong organic growth in same stores selling. This would indicate that not only are major weekly grocery hauls being affected, but also the on-the-go, immediate consumption purchases. For example, in Jan-Jun 2024 vs YAGO, Protein Salty Snacks saw a 82.5% increase in dollar sales across the NRS network and Performance Nutrition Shakes enjoyed a 19.0% dollar sales increase. Performance Nutrition Bars have experienced a more modest increase of 5.0% but performing against an overall declining general “Bars” category.
The brands with the greatest momentum in the first half of 2024 across the NRS network include:
Performance Nutrition Shakes:
- Core Power (Coca-Cola Company)
- Premier Protein (Bell Ring Brands, Inc.)
Health/Nutrition Shakes:
- Sport Shake (Dairy Farmers of America)
- Labrada Lean Body (Labrada Nutrition Inc.)
- KOIA (Raw Nature 5 Inc.)
- Vita Malt+ (Royal Unibrew A/S)
Performance Nutritional Bars:
- Quest (The Simply Good Food Company)
- Chef Robert Irvine’s Fit Crunch (Pervine Foods LLC)
- Barebells (Barebells Functional Foods LLC)
Protein Salty Snacks:
- Quest (The Simply Good Food Company)
As these categories continue to enjoy a tailwind of growth, high-sugar categories including Chocolate/Confections, Dessert and Granola Bars, Sweets Snacks including Donuts, Pies, Cakes, Brownies and others, Sports Drinks, and Energy Drinks have suffered year over year sales declines in our stores.
As more individuals use these drugs, there could be a corresponding shift in consumer preferences towards healthier food choices.
In conclusion, the rise of GLP-1 drugs is not only impacting medical treatment for weight loss but also influencing dietary habits, shopping cart contents, and broader dietary guidelines. As these trends continue, they are likely to shape how individuals approach food choices and meal planning in the future.