GLP-1 medications have become one of the biggest consumer health stories of the past year. Drugs like Ozempic and Wegovy, originally designed for diabetes and weight management, are now influencing how people shop, eat, and think about food. As millions of consumers change their eating habits due to these medications, retailers and brands are watching a major shift unfold in grocery aisles.
Key Takeaways
GLP-1 snack shoppers are three times more likely to feel overwhelmed or walk away without buying.
77.6% of GLP-1 shoppers have abandoned a snack purchase in recent months (2025 data), mainly due to layout confusion and product overload.
They value simplicity, clear signage, and easy navigation in-store.
Digital media and shelf messaging are powerful tools to reach and guide them before and during the trip.
GLP-1 users are more price-sensitive and receptive to private-label “better-for-you” snack options. Helping them shop with confidence builds both category conversion and brand trust.
Table of Contents
- Who Are GLP-1 Snack Shoppers?
- GLP-1 Shoppers Are Three Times More Likely to Walk Away Overwhelmed
- Three Key Opportunities for Snack Brands and Retailers for 2026
- Why It Matters
- Explore the Full Report
At Shopper Intelligence, we analyzed how GLP-1 users behave when shopping for snacks, based on data from our U.S. Shopper Intelligence survey (rolling year through Q2 2025). Our findings show clear differences between GLP-1 and non-GLP-1 shoppers, differences that create both challenges and opportunities for brands and retailers.
Who Are GLP-1 Snack Shoppers?
Our study looked at affluent shoppers (household income $100k+) across 10 snack categories, including chocolate, protein bars, salty snacks, cookies, and more. The data covers the period from July 2024 to June 2025, capturing the most recent trends in shopper behavior. Out of 3,918 total shoppers, 780 were GLP-1 users.
These consumers are generally more deliberate in their purchase decisions. While they still plan to buy within the snack category, they tend to browse longer, compare more, and look for functional, “better-for-you” options that align with their new eating habits.
GLP-1 Shoppers Are Three Times More Likely to Walk Away Overwhelmed
One of the most striking findings from our 2025 data is that GLP-1 snack shoppers are three times more likely to leave the aisle confused or overwhelmed compared to non-GLP-1 shoppers.
- 34.3% said the category was too overwhelming (vs. 10.7% of non-GLP-1s)
- 26.9% found the layout confusing (vs. 8.5%)
- 77.6% had abandoned a snack purchase in the last few months (vs. 44.5%)
This high “leakage rate” signals frustration. Despite spending more time browsing, many shoppers can’t find what they want or get distracted by complex shelves and unclear messaging.
When asked what would improve the experience, GLP-1 shoppers prioritized:
- Ease of shop (11.5%)
- Better shelf signage (9.1%)
- More information and education (13.5%)
These needs point toward an opportunity for retailers and brands to rethink the in-store journey for this growing consumer group.
Three Key Opportunities for Snack Brands and Retailers for 2026
Based on our analysis, here’s where brands and retailers should focus:
- Pre-Trip & In-Store Influence
GLP-1 snack shoppers plan their purchases but browse longer and respond to promotions. This means digital inspiration and shelf messaging can capture their attention before and during the trip. Use media touchpoints and clear product benefits to guide them toward healthier or functional snack choices. - Simplify & Support the Aisle
With so many options, GLP-1 shoppers can easily feel lost. Simplifying category layouts, improving shelf signage, and offering quick educational cues can reduce frustration and abandonment. Shoppers who feel supported are far more likely to complete their purchase. - Value & Private Label Strategy
Interestingly, GLP-1 shoppers tend to be more price-sensitive and open to private label brands. Retailers can win switching shoppers by promoting value-for-money options that still align with “better-for-you” messaging.
Why It Matters
As the GLP-1 trend continues to grow through 2025, its ripple effects on food retail will only deepen in 2026. According to recent industry research, more than 9 million Americans are now using GLP-1 medications, and that number is projected to rise sharply over the next few years. These shoppers are redefining what “healthy” means—and they’re doing it with a new mindset that values simplicity, nutrition, and clarity.
For snack brands and retailers, the takeaway is clear: help GLP-1 shoppers feel confident, not confused. Make it easier for them to find snacks that fit their lifestyle—both in messaging and in-store experience.
Explore the Full Report
This blog shares just a glimpse of what we’ve learned about GLP-1 snack shopper behavior. To explore the full dataset, category breakdowns, and brand implications, visit our report on How Do Affluent GLP-1 Shoppers Navigate the Snack Aisle Differently.
