The GLP-1 Effect: How Smart Brands Are Winning the Nutrition Revolution
By Caroline Zerilli, Product Marketing Manager at Chicory
Consumers are fundamentally rethinking how they shop, eat, and view food—led by the rise of GLP-1 usage and a broader cultural shift toward wellness. This isn’t just another health trend. We’re witnessing a complete reset in how Americans approach nutrition, with implications that will reshape grocery baskets for years to come.
The scale of this shift is substantial—the “Healthy eating, nutrition, and weight loss” category reached $1.16 trillion in 2024, growing by 27% since 2019 as part of a larger $6.79 trillion wellness economy, according to the Global Wellness Institute per eMarketer.
Source: Global Wellness Institute, "Global Wellness Economy Monitor 2024," Nov 5, 2024 via eMarketer
For CPG brands and retailers, this represents both a challenge and an unprecedented opportunity to connect with consumers in more meaningful ways. The brands that understand and adapt to these changes will build trust, relevance, and long-term loyalty in an increasingly health-conscious market.
Three Major Trends Reshaping the CPG Landscape
This nutrition revolution is driven by three interconnected trends that are changing how consumers make food decisions.
#1 GLP-1s Transform Shopper Behavior
The rise of GLP-1 medications like Ozempic and Wegovy is having a profound impact on grocery shopping patterns.
15M+ Americans now use GLP-1 medications, resulting in household grocery spend declining 6% as consumption patterns shift.
37% of Gen Z plan to use GLP-1s in 2025, signaling this behavior is accelerating with younger consumers.
Chicory data shows GLP-1-friendly recipe views soared +223% heading into 2025, with traffic remaining elevated year-to-date.
Rather than a passing trend, GLP-1s are sparking a reset in how Americans eat and where brands must meet them. Users are changing their behaviors—opting for fewer processed snacks, smaller portions, and more homemade meals that allow them to stick to their goals.
#2 High-Protein Goes Pop Culture
Protein is no longer just for gym fanatics—it’s become a mainstream signal of health and performance.
71% of U.S. consumers are actively trying to consume more protein—up from 59% in 2022.
Viral TikTok trends like cottage cheese ice cream, protein coffee, and protein bagels have turned the macronutrient into a cultural phenomenon.
Chicory data confirms this sustained interest, with protein recipe searches surging +461% in January compared to December, while overall protein-focused recipe views have climbed +128% year-over-year—evidence that this isn’t a fleeting trend but a lifestyle shift that’s gaining momentum.
The growth in protein interest creates opportunities across multiple categories, from frozen meals (like Nestlé’s new Vital Pursuit line) to RTD beverages to snack and breakfast options. Brands that can deliver satisfying protein content with clean, simple ingredients and on-the-go packaging are seeing significant growth.
#3 Gut Health Becomes a Priority
Consumers are increasingly connecting gut health to overall wellness, replacing sugary sodas and artificial ingredients with more functional options:
43% of consumers now prioritize gut health as the most important symptom to treat or prevent.
44% of Gen Z consumers report being “likely” or “very likely” to buy fermented foods.
Chicory saw a +120% surge in gut-healthy recipe views in early 2025—with top performing recipes including overnight oats, chia pudding, smoothies, and kimchi.
This shift is most evident in the beverage category, where prebiotic/probiotic sodas like OLIPOP and Poppi are leading the shift away from traditional sugary beverages, but extends across multiple categories as consumers seek digestive benefits at the meal level, not just from supplementary products.
From Indulgence to Intentional Eating: How Function-Forward Brands Will Win
These trends collectively signal a shift from mindless consumption to intentional eating. The wellness behaviors accelerated by GLP-1 usage extend far beyond actually taking the medications. A broader cultural shift is underway, with 62% of consumers saying that “healthfulness” impacts their food and beverage purchasing decisions.
Consumers aren’t giving up on enjoyment entirely—they’re simply redefining it through a wellness lens. Brands that understand that this isn’t a binary “healthy vs. indulgent” mindset, but rather just a more nutrition-conscious lifestyle will unlock new ways to connect with consumers in this evolving landscape. Brands that are keen to win in this new era should prioritize:
Product positioning that emphasizes function — Highlighting protein content, portion control, and nutritional density benefits that align with evolving consumer priorities.
Messaging that balances wellness and enjoyment — Communicating functional benefits without sacrificing the emotional connection to food.
Presence in high-intent planning moments — Showing up where consumers are actively seeking health-conscious meal inspiration.
Frictionless path from inspiration to purchase — Creating seamless opportunities to move from discovery to cart.
Contextual Commerce Media: Connecting With Health-Conscious Consumers
As consumers redefine their relationship with wellness and nutrition, contextual commerce media presents a powerful opportunity for brands to engage shoppers during moments of active meal planning and decision-making. The strategy creates meaningful connections at precisely the time when health and nutrition considerations are top of mind.
The Power of High-Intent Moments
91% of consumers use online recipes for meal planning, creating the perfect environment to influence health-conscious decisions. Recipe content provides a natural context for brands to connect with consumers during these high-intent moments—when they’re already thinking about ingredients, health benefits, and their next grocery order.
Contextually Target Wellness Moments
Contextual targeting is essential for reaching consumers precisely when they’re seeking wellness content. As health-focused behaviors evolve, publishers across Chicory’s network of 5,200+ sites naturally respond by creating recipes that align with viral trends of high-protein eating and gut health. Chicory’s proprietary contextual targeting—leveraging the most robust taxonomy for food and grocery—enables brands to connect with these emerging wellness signals the moment they appear, ensuring campaigns capture consumer interest when it matters most.
Close the Loop from Inspiration to Purchase
80% of consumers have been inspired by a recipe to purchase a new product. Contextual commerce media helps reduce friction in this journey by allowing shoppers to add relevant products to cart as they discover items. Chicory’s shoppable integrations with 70+ retailers allows brands to support purchases at specific retailers, creating a seamless experience for the consumer.
The Nutrition Revolution Is Here to Stay
This fundamental shift in consumer behavior isn’t just a microtrend—it’s reshaping how shoppers make decisions across the store. Brands that understand these interconnected health trends and position themselves within consumers’ evolving wellness journeys will build relevance, trust, and long-term loyalty.
By leveraging contextual commerce media at the intersection of meal planning and shopping, brands can meet consumers at the exact moment they’re planning their next healthier meal, turning these wellness shifts into sustainable growth opportunities.
Want to learn more about how Chicory can help your brand connect with health-conscious consumers? Say hello@chicory.co to get in touch with our team.