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FMCG Alert With GLP1 – Hype Or Massive Change Ahead?
Learn From USA Market
Food and beverage brands must think beyond today’s GLP-1 drugs and factor coming innovations into their long-range plans.
GLP1 receptor agonists are new drugs that help people lose weight and manage diabetes and other conditions. As nearly 45% of the US population is considered obese, the increased use of anti-obesity medications is having a significant impact on food and drink consumption, ultimately leaving a lasting impact on the packaged food and beverage industries, restaurants, and supermarkets.
Kantar examines how FMCG companies should prepare now that more anti-obesity medications are on the way.
Rapid adoption of GLP-1 medications have the potential to significantly influence consumption patterns and behaviors among consumers.
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ShopperScape Shopping Trends
7% Report using injectable weight-loss drugs like Ozempic in May 2023 Kantar’s take: Usage rates are likely now in double digits which has immediate and long-term impact on food and shopping choices. |
Digital Analytics: Search Trends
+650% Growth in interest on ‘Tirzepatide’ in the context of Weight Management Kantar’s take: Critical points of influence and education happen during search, and digital pharmacies make rapid conversion easy. |
Kantar MONITOR Consumer Trends
+650% Of GLP-1 users feel like they need to update their outward appearance Kantar’s take: From fashion to travel and beyond, consumer habits may be shifting significantly as their scales tip down. |
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Sources: ShopperScape Health and Wellness survey, May 2023; Kantar DX Analytics December 2023; Kantar U.S. MONITOR Q4 2023 |
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Dive deeper into GLP-1 and the potential impactp
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Kantar ShopperScape Weighty issues as more shoppers take weight-loss medications. |
Kantar Retail Sound Bites Listen to the discussion on GLP-1 medications and their influence on the retail landscape. |
Managing the weight Watch the discussion on the implications of these new obesity treatments and their potential impact on consumer behavior. |
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Sources: ShopperScape Health and Wellness survey, May 2023; Kantar DX Analytics December 2023; Kantar U.S. MONITOR Q4 2023 |
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Get the insights you need now to plan for tomorrow
Kantar has developed a comprehensive package of data, analytics and consulting that helps you learn who is using these medications and how their actions might affect your business.
- GLP-1 Syndicated Survey – A four-wave panel study that explores the behaviors and needs of US GLP-1 users and the impact on food & beverage and beyond (Available now)
- Digital Pulse – A search-based analytic of the past 4 years of growth of GLP-1s, related themes and their evolution over the next 12 months. This dynamic analysis uses Google trends to understand the broader relevance of the GLP-1 revolution to the wider US population. (Available now)
- US MONITOR Quick Dives - A comprehensive exploration of the consumer values & attitudes of GLP-1 users and the potential impact on health, body image, impulsivity, beauty and appearance, social media, and more. (Available now)
To build an action plan based on a future perspective of the scenarios, uncertainties and opportunities over the next 12-18 months, you’ll need to get started today.
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Corinne Mostaert |
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Isabelle Mérillou |
