TREND report
The Consumer Shift Reshaping How America Eats & Drinks
One in ten Americans takes a GLP-1. Nearly six in ten now live inside its footprint. New research from Ideally reveals how changing appetite is reshaping the way America eats, drinks and shops — far beyond the people on the medication.
Prescription numbers tell you who's taking the drug. They don't tell you who's changing because of it. Ideally surveyed 2,184 US adults, nationally representative, to map the full GLP-1 footprint: users, considerers, lapsed users, and the one in seven Americans living alongside someone on the medication.
Prescription numbers tell you who's taking the drug. They don't tell you who's changing because of it. Ideally surveyed 2,184 US adults, nationally representative, to map the full GLP-1 footprint: users, considerers, lapsed users, and the one in seven Americans living alongside someone on the medication.
INSIDE THE REPORT
- The 60% footprint. Why the commercial opportunity is far larger than the prescription base, and which generations are absorbing the shift fastest.
- The household effect. People living with a GLP-1 user are 3.3x more likely to notice weight loss around them, and they're already buying differently.
- The snack aisle under pressure. 54% of users feel full on much smaller amounts. Four in ten have lost interest in foods they used to love.
- How GLP-1s are reshaping the pour. Drinking is declining across the footprint, but alcohol-free isn't the automatic winner.
- What it means for brands. Why repositioning beats reformulating, and how to design for the household rather than the individual.
