GLP-1: When ‘Food Noise’ Fades
How GLP-1 Is Rewriting Eating, Cooking and Shopping Overview GLP-1 medications are growing fast in presence and cultural visibility. Their impact on food behaviour, cooking and shopping is real, measurable and already underway. Our self-funded research, combining quantitative data from 1,002 nationally representative shoppers (December 2025) with nine depth interviews and in-store shop walks (January/February 2026), produces a clear picture: GLP-1 users are not one type of person, there is not one GLP-1 diet and there will not be one winning brand strategy to meet their needs. What we can say with confidence is that this group is younger, more affluent, more anxious, more planned in their shopping and more engaged with nutrition. The behavioural changes they are making have real potential to ripple outward, pointing to opportunities for brands and categories well beyond the GLP-1 user base itself. GLP-1 is not a single story and GLP-1 users are not a single type of shopper....