A recent report indicates that approximately 12.5% of American adults are currently using GLP-1 agonist medications for weight loss, according to the KFF Health Tracking Poll conducted from October 27 to November 2, 2025. This growing trend poses both challenges and opportunities for the food and beverage industry, which could face annual sales losses of $30 billion to $55 billion by 2030 as more consumers adopt these treatments. The medications are known to suppress appetite and reduce caloric intake.
Data from KPMG shows that GLP-1 users consume 21% fewer calories and spend nearly one-third less on groceries. The introduction of oral versions of GLP-1 drugs, like Novo Nordisk’s Wegovy pill and Eli Lilly’s forthcoming offering, is expected to further increase adoption rates. By 2030, projections suggest that more than 30 million Americans could be using GLP-1 treatments.
Effects of these medications are impacting consumer behavior, particularly in the restaurant sector. Surveys indicate that about 60% of GLP-1 users dine out less frequently, with dinner traffic among these consumers declining by approximately 6%. Snacking, a previously growing food category, has also seen a downturn, with 70% of users reporting a decrease in snack consumption.
In response, restaurants and food manufacturers are adapting by promoting healthier, protein- and fiber-rich options. Some businesses are exploring menu innovation to attract GLP-1 users, including smaller portion sizes and less sugary beverages. Notable chains, such as Olive Garden and Chipotle, have already introduced options that align with these changing consumer preferences.
Despite concerns in the industry, many executives remain optimistic about opportunities presented by these trends. Companies like PepsiCo and Domino’s Pizza are implementing strategies to reach health-conscious consumers and adjust their product offerings accordingly. For example, Pepsi has released protein-rich snacks, while Domino’s is monitoring its sales closely without perceiving an immediate impact.
Due to varying patterns of medication adherence, with some users discontinuing treatment, industry analysts caution that consumer behavior could fluctuate. The trajectory of GLP-1 usage and its effects on eating habits will likely evolve as oral versions become more prevalent, potentially leading to a broader demographic of users.
As the food and beverage landscape adapts to these changes, companies are encouraged to innovate in response to consumer needs, focusing on lower-calorie and more nutritious offerings to maintain market relevance.
Source: Reported based on publicly available information from www.cnbc.com.
