Despite the ubiquity of GLP-1s, only a small percentage of people are currently using them.
While 92% of Americans claimed to be familiar with the weight-loss drugs, only 13% report currently using them, even as one-third (38%) express interest in trying the medication, according to a new report from Reach3 Insights.
The research suggests a large gap between interest and actual use. Amid widespread awareness, it could be that factors such as cost, access and insurance coverage may be limiting the population taking advantage of GLP-1s as interest continues growing.
But thanks to new pill formats recently approved by the U.S. Food and Drug Administration, pharmaceutical companies could see an uptick in adoption, especially among those for whom shedding pounds is a priority. The study found that nearly two-thirds (65%) say they’re on GLP-1s for weight loss.
The effects of GLP-1s are substantial, too — over half (57%) reported eating smaller portions and 44% say they have fewer cravings for junk food.
The GLP-1 wave could be powering demand for healthier food and drink options, too. Behavioral shifts are already having serious implications for nutrition and beverage brands, with many weight-loss drug users revealing they’re eating out less often and choosing more low or no-sugar beverages.
Brands are already getting in on consumers shifting healthier, with major players like Gatorade leaning into lower sugar and more natural options, joining an industry filled with beverages promoting a variety of health benefits, including higher protein, higher fiber or adaptogenic properties.
“When people are eating less, craving different foods and even cutting back on dining out, that starts to show up well beyond healthcare,” said Reach3 Insights CEO and founder, Matt Kleinschmit. “It has implications for how brands across a wide range of industries think about demand, product/portfolio mix, consumption drivers and consumer engagement.”
Top fitness brands have also been looking to tap into the GLP-1 market, seeing the potential to cater to users who need to prioritize maintaining muscle while undergoing significant weight loss.
In this emerging “gym-as-a-clinic” era, 17 operators already offer programs that cater to GLP-1 users or those interested in trying them out.
