The GLP-1 Grocery Shift Infographic

GLP-1 medications have moved well beyond early adopters. 38% of consumers are currently on one, and their grocery habits look meaningfully different from everyone else's. They're buying more protein and produce, cutting back on snacks and alcohol, cooking more at home, and planning to stay on these medications for the long term.

For CPG brands, this isn't a niche trend to monitor. It's a reshaping of what a significant, high-intent segment of shoppers puts in their cart every week.

We surveyed 1,377 consumers to understand exactly how GLP-1 use is changing grocery behavior, what they're searching for online, and where brands can reach them at the right moment.

Chicory Consumer Insight Report · 2026

The GLP-1
Grocery Shift

How a new class of medication is rewriting how America shops, cooks, and eats.

Source: Chicory Consumer Survey, GLP-1 Usage 2026  |  n=1,377

The Scale

GLP-1s have hit the mainstream — and they're not going anywhere.

38^%

of survey respondents are currently on a GLP-1 medication

54^%

adoption rate among 45–60 year olds — the power segment

53^%

plan to use GLP-1s indefinitely

Skews female Ages 45–60 All income levels

The New Cart

The shopping cart is getting a makeover — here's what's in and out for GLP-1 users.

↑

Going Up

High-protein foods71%

Fresh produce62%

Vitamins & supplements43%

Portion-controlled foods24%

Gut-health products23%

↓

Going Down

Sugary snacks70%

Chips & salty snacks55%

Soda & sugary beverages55%

Alcohol39%

Baked goods35%

Protein Preferences

Lean proteins dominate — but watch the sleeper winners.

Chicken or turkey

67%

Fish or seafood

56%

Eggs

44%

Beef or pork

40%

Greek yogurt / cottage cheese

34%

Protein bars or shakes

32%

Plant-based proteins

17%

Sleeper winner: Greek yogurt and cottage cheese punch above their weight. Their dual protein + gut-health positioning makes them one of the highest-opportunity categories in this shopper's cart.

How Daily Life Is Changing

This isn't a diet. It's a full lifestyle reset.

87^%

Eating smaller portionsacross most or all meals

76^%

Cooking at home morecutting back on dining out

57^%

Whole household changednot just the individual user

The Budget Shift

The grocery budget is being redistributed.

47%

are spending less overall on groceries

33%

Spending significantly lessappetite suppression is the primary driver

23%

Same spend, different productscategory-switching opportunity for brands

11%

Spending significantly moretrading up to premium health items

Long-Term Commitment

53% plan to use GLP-1s indefinitely. This isn't a diet trend — it's a permanent shift in consumer behavior.

Indefinitely — 53%

At least another year — 22%

Tapering — 12%

Unsure — 9%

→

75% plan to stay on GLP-1s for at least another year. Brands that adapt their positioning now are building equity with a durable, growing shopper segment.

Online Food Content

GLP-1 users are actively searching for food content — and it's shaping what ends up in their cart.

92%

searched for health-aligned food content in the past 3 months

• #1
  High-protein meals
  64%
• #2
  High-fiber meals
  48%
• #3
  GLP-1-friendly meals
  47%
• #4
  Low-sugar / low-carb meals
  31%
• #5
  Portion-controlled recipes
  19%
• #6
  Gut-healthy / anti-inflammatory
  15%

Where They Find Recipes & Products

Recipe websites are the #1 channel where GLP-1 users discover new products and meal ideas.

Recipe websites / food blogs

64%

Google / search engines

56%

Social media

55%

Grocery retailer apps

30%

Meal planning apps

22%

Friends & family

21%

The meal planning moment is the purchase influence moment. Recipe websites reach this shopper before they ever open a store app — at the exact moment they're deciding what to buy.

Age Spotlight

Two cohorts, two strategies.

Power Segment

Ages 45–60

• 54%adoption rate — highest of any age group
• 70%report noticeably smaller portions
• 69%cooking dramatically more at home
• 62%planning indefinite use

Rising Cohort

Ages 18–29

• 33%adoption rate — category-switchers, not spend-reducers
• 45%searching for GLP-1-friendly meals
• 55%use social media for recipe discovery

Source: Chicory Consumer Survey, GLP-1 Usage 2026  |  n=1,377  |  chicory.co