GLP-1 drug users increase protein and fiber spending

Boston Consulting Group (BCG) surveyed approximately 1,900 GLP-1 users across nine markets to examine how these drugs change food spending. In the US, the number of people using these drugs has tripled since 2022 and accounts for 9% of the adult population; this ratio is expected to rise to 20% by 2030. Although roughly one in three users has stopped the drug at some point, 60% of those who quit plan to restart, and more than 10% of active users intentionally cycle off and on again.

Europe and Asia-Pacific will record faster user-base growth than the US over the next five years, driven by broader coverage and lower-cost formulations. In China and India, interest ranges from one in four to one in three among those aware of the drugs — twice the 14% rate in the US. GLP-1 users consume an average of 40% more protein and 30% more fiber; one study shows this protein demand is higher than any other age group in the US.

Users are reshaping food budgets to offset drug costs; savings are directed equally toward savings, drug co-pays, and categories such as supplements, cosmetics, and sports. They prefer functional, health-focused products nearly twice as much as premium options; active users plan a monthly 15% increase in fruit spending.