GLP-1 users rank fresh chicken a top protein pick
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GLP-1 users rank fresh chicken a top protein pick
New shopper research from the Acosta Group finds that 31% of current GLP-1 users are buying more fresh chicken. The figure ranks among the top grocery gains for this segment, trailing only fresh produce (55%) and yogurt (32%), and just ahead of protein bars (29%) and protein shakes and powders (30%).
At the same time, GLP-1 users are pulling back sharply on competing center-store categories. Fewer sweets (58%), salty snacks (44%) and sugary drinks (41%) are landing in their carts, online and in-store.
Household influence amplifies the opportunity
The demand signal extends beyond the individual shopper. Half of all GLP-1 users in the study say their dietary changes have had a positive impact on their entire household's eating habits. Among Millennials, that figure rises to 79%. In other words, one GLP-1 user in a household can reshape purchasing behavior for an entire family.
"Consumers using a GLP-1 for weight loss are experiencing additional positive emotional and behavioral impacts, ranging from their relationships with food, to how they feel about their personal appearance, to what they want to buy," said Kathy Risch, SVP of Thought Leadership and Shopper Insights at Acosta Group.
Younger consumers leading the shift
Generation Z and Millennial GLP-1 users are outpacing older cohorts on nearly every trend measured in the study. These consumers show heightened interest in high-protein, high-fiber, hydration and electrolyte and gut health products.
The cohort is also dining out more, not less. While 34% of all GLP-1 users report eating at restaurants less frequently, 48% of Gen Z and Millennial users say they are dining out more but doing so more mindfully, with 42% more frequently sharing a main entrée.