The rise of GLP-1 medications—initially designed for diabetes management but now widely used for weight loss—is causing ripple effects far beyond healthcare. According to a Morgan Stanley projection 24 million people will be using a GLP-1 by 2035, and the impact of GLP-1s reaches far beyond food and beverage into how we feel, how we act, what we wear, what we watch, and more.
At Quirk’s LA, Dig Insights VP of Trends and Innovation Betsy Pendergast joined industry leaders Liz Ackerley, Senior Director of Strategic Insights & Analytics at Danone, and Lori Dewan, Director of Consumer Insights at Lingo Bio-Wearables, part of Abbott for a thought-provoking panel discussion to explore the cultural and economic implications of GLP-1s.
Key insight #1: GLP-1s are changing consumption patterns
GLP-1s work by suppressing appetite, which means consumers are eating less. But it’s not just about eating less—it’s about eating differently. Liz Ackerley, who operates in the food and beverage space, highlighted that:
“We already see eight to nine percent of grocery baskets coming down for those who are on GLP-1 drugs.”
However, while overall food consumption may decline, certain categories—like high-protein, high-fiber, and hydration-focused products—are seeing increased demand. Ackerley noted:
“We sit very much in a health space, and we’re seeing a large uptick in products that align with what doctors are recommending.”
For brands in the food and beverage industry, this means a shift toward functional, nutrient-dense products rather than traditional impulse-driven consumption. The days of mindless snacking may be numbered, and companies must adapt accordingly.
Key insight #2: a shift toward intentional living and personalized health
Beyond just food, GLP-1s are enabling a broader cultural shift toward more intentional living. Consumers are becoming increasingly aware of what works for their individual health needs, and they’re using new tools—like continuous glucose monitoring—to guide their decisions. Lori Dewan of Abbott’s Lingo Biowearables shared:
“People want to be able to tune into what works for them. They were twice as likely to say they tuned into how they feel than to say they relied on an app or a medical professional.”
This drive for personalized solutions suggests that brands across industries—from wellness to technology—should prioritize individualized experiences over one-size-fits-all approaches. As Dewan put it:
“When you learn something about yourself—when you achieve a genuine insight about what works for your body—you don’t forget that. And the habit change that comes from that insight feels really different.”
Key insight #3: GLP-1s may reshape economic and social norms
The impact of GLP-1s extends far beyond individual choices—they could fundamentally reshape societal behaviors and even economic patterns. Betsy Pendergast drew a striking historical parallel:
“If we think about the impact contraceptives had in the 1960s—giving women agency over their bodies and transforming workforce participation—GLP-1s could similarly rewrite the rules of consumption and economic structures.”
This raises profound questions:
- What happens to an economy built on impulse-driven consumption if fewer people are engaging in those behaviors?
- Could we see a slowdown in industries like fast food, alcohol, and entertainment, while healthier lifestyle industries thrive?
- Will a society that is less addiction-driven also be less risk-taking, with potential implications for everything from investment behavior to social interactions?
These are all emerging questions that brands, marketers, and policymakers must consider as GLP-1s become more mainstream.
What’s next?
The GLP-1 revolution is just beginning, and brands must be proactive in adapting to these shifts. Whether it’s adjusting product offerings, developing new storytelling strategies, or rethinking consumer engagement, businesses must keep their finger on the pulse of this rapidly evolving space.
As Pendergast concluded:
“Futures thinking should be empowering. By exploring these shifts, we enable brands to create the future they want—rather than reacting to it.”
The panel made it clear: GLP-1s are not just a medical breakthrough—they are a cultural phenomenon with far-reaching implications. Companies that anticipate and embrace this change will be best positioned to thrive in the new landscape.
