What you need to know about side effects of GLP-1 drugs
A class action lawsuit has been filed over alleged side effects of GLP-1 drugs such as Ozempic, Wigovy, and Munjaro.
Megan McDonald, 36, of Boxford, Massachusetts, noticed a change in her shopping habits in the two years she started taking GLP-1.
Since MacDonald started using GLP-1, Zepbound and lost 175 pounds, she’s turned her attention to the produce and meat at the end of the supermarket. And she’s not interested in the snack aisle.
“I personally don’t have much for myself in the middle of the store other than protein bars. But what I’m looking for is mostly produce, meat and dairy,” she said. “They’re more expensive, but I don’t need as much, so you could say we’ve redistributed the cost.”
“Changes in earthquakes”
The use of GLP-1 is not only dramatically changing the lives of people like McDonald who take weight loss drugs. The way consumers buy food, clothing, health and beauty products, and eat out is also changing.
And various industries are taking note, focusing on reformulating and repackaging their products to respond to what one industry observer calls a “tectonic shift.”
Ali Furman, PwC’s U.S. Consumer Markets industry leader, said GLP-1 adoption is rapidly expanding as users’ eating habits and product needs change, and its impact on retail is something not seen in the retail industry in many years and is constantly changing.
“Our data really shows that these behavioral changes persist over time, and their adoption curve resembles one of the fastest consumer disruptions on record,” Fuhrman told USA TODAY. “For example, we’ve compared it to the adoption of the iPhone.
“This medicine is accelerating the convergence of health, consumerism and retail, creating opportunities for businesses,” she said.
Shoppers move from the center of the grocery store to the outer ring
Robin Wenzel, director of the Wells Fargo Agri-Food Research Institute, said the shopping habits of GLP-1 users, especially at grocery stores, are definitely changing.
“It’s initially showing up as a decrease in spending, but then it catches up, because now they’re buying more health and wellness, they’re buying more supplements, they’re buying new clothes. So they’re taking their medications, they’re starting to see the effects, they’re feeling better, so their purchases are actually increasing over time,” Wenzel told USA TODAY.
He said food manufacturers are adjusting their products as GLP-1 users and Americans begin to eat healthier in accordance with new USDA guidelines that emphasize fresh produce and protein.
At the grocery store, GLP-1 users initially spend less because their appetites are suppressed, Wenzel said, and may not buy as much as they did before taking the drug.
Shoppers typically move from the center of the grocery store, where they buy snacks and processed foods, to the outer perimeter of the store, where fresh meats, fruits and vegetables are located, she said.
At least 1 in 5 U.S. households has at least 1 GLP-1 user
GLP-1 usage is large and increasing. According to a PwC analysis of molecular data, at least 20% of all U.S. households will have at least one GLP-1 user as of December 2025, up from 9% a year ago, Furman said. That was before the recent approval of Eli Lilly oral tablets, and before direct-to-consumer sales channels were further developed and tablets became more affordable and available.
“We expect household penetration and overall adoption to further accelerate significantly over the next 12 months,” Furman said.
According to PwC’s analysis, overall grocery basket spending is down 3% to 4% for households with at least one GLP-1 user and 7% to 9% for single-person households.
Sales of GLP-1 certified foods, which tend to focus on protein, fiber, and unsaturated fats, have steadily increased over the past three years, according to data from Nielsen IQ (NIQ). Sales increased by 3.8% in 2023, 4% in 2024, and 5.1% in 2025. Sales rose 2.6% in the 52 weeks ending April 18, according to NIQ data.
New GLP-1 users are buying new products and trying out what works for them, which in some cases could result in higher initial spending at the grocery store, said Shelley Frey, vice president of total wellness at NIQ. After that, it will level off and spending will be reallocated to other areas such as multivitamins, supplements and organic foods, she said.
GLP-1 users experience major lifestyle changes
MacDonald struggled with her weight throughout her life and said she tried many diets and weight loss programs. Before losing weight with GLP-1, her most successful weight loss was 50 pounds on the keto diet. However, the weight always returns to normal within 4 months.
“It wasn’t a sustainable lifestyle for me,” McDonald, who documents her weight loss journey on TikTok, told USA TODAY.
After my third child was born in 2024, my doctor suggested I try GLP-1 during my annual checkup. McDonald weighed approximately 313 pounds.
Almost two years later, I reached my goal in December and now weigh between 136 and 143 pounds.
MacDonald said her grocery spending has been redistributed. Her diet during the day is fairly consistent and includes yogurt, protein bars, protein shakes, and protein pasta.
Whether you go to the grocery store or drive past a fast food restaurant, you’re less tempted to buy extra or unhealthy snacks.
“There’s no food noise that you often hear,” McDonald said of the constant chatter in her head when she’s thinking about food. “If I’m sitting at work and I know I’m going to pass a store on my way home, I don’t want to stop and think about what I’m going to buy.”
Shoppers looking for different products
Consumers are looking for more precise portion sizes and resealable packaging, Fuhrman said.
Another interesting trend among some GLP-1 users is what PwC calls “permissible complacency,” Fuhrman said. So GLP-1 users may be spending more on candy and fancy desserts.
“Because they’re eating less, they may be drawn more to categories like candy that give them pleasure and satisfaction,” she says.
But overall, she says, grocery spending is being reallocated and decreasing.
This is especially true if women in the household are GLP-1 users. That’s because “women tend to be in charge of purchasing in their households. They buy differently, not just for themselves, but for the whole family, including their pets,” Furman said.
Protein is the new star
Fuhrman said that while GLP-1 users lose fat, they also suffer from loss of muscle density, which is why there’s a lot of focus on protein intake.
Food companies are responding.
“There’s been a tremendous boom in protein-filled products in the market, including cereals, snacks, drinks and bars,” Fuhrman said. Vitamins and supplements have also increased significantly.
Eating out will change with the use of GLP-1
Eating at so-called quick-service or fast-food restaurants is also down overall, with a slight increase in casual dining, Furman said. According to a PwC analysis of consumer data from the GLP-1 Numerator panel, spending at quick-service restaurants is down about 4% to 5% overall, and among single-person households in GLP-1, the decline is closer to 10% due to fewer impulse purchases and less habitual frequency.
“When people are eating less, they’re looking for experiences. They’re looking for higher quality food,” she says.
McDonald said that since taking GLP-1, he has become less interested in spending money and eating out. She and her husband often went to Italian restaurants, and she would get chicken parmesan and he would get butternut squash ravioli, which they would share.
However, on a recent rare outing, McDonald said, “I thought, “I can’t eat everything this time,” so I ordered pasta from the side menu.” Since the portion was so large, McDonald said he took the leftovers home.
Spending on health, beauty and fashion changes
Spending on fast food may decline, Wenzel said, but as GLP-1 users gain confidence in themselves, spending on clothing and beauty products will begin to rise.
“They’re losing weight, they’re feeling better… and they’re probably feeling more confident,” she said, noting an increased interest in health and beauty products they hadn’t purchased before.
Wenzel said the increased spending also includes buying new clothes that fit better when she loses weight.
An analysis of Numerator data by PwC shows GLP-1 households are seeing a 4-6% increase in apparel categories such as activewear, denim dresses and underwear, “driven by wardrobe upgrades and a shift to more form-fitting clothing to match their newfound, more confident identities,” Fuhrman said.
Specifically, women’s bra spending increased by 14.4% in the first 12 months of using GLP-1, and then dropped to 9.3%, Furman said.
As she lost weight, McDonald tried to wear leggings and oversized shirts and dresses for longer, but had to buy new jeans. She even went to American Eagle to buy a few pairs.
McDonald said, “When I was a child or in high school, I didn’t get used to American Eagle, so I was very happy to be able to shop there.”
McDonald’s best friend rents clothes while losing weight on GLP-1 because he doesn’t want to invest in new clothes.
PwC’s Furman said the number of shoppers at off-price retailers also rose 6.9%, “as consumers are reluctant to pay full price for a size they will only wear for a short period of time.”
GLP-1 is not a fad and usage is expected to increase as medicines become more affordable and available to more consumers, Wenzel said.
“I feel very comfortable staying here.”‘ she said.
Betty Lin-Fisher is a consumer reporter for USA TODAY. Contact her at blinfisher@USATODAY.com or follow her at @blinfisher on X, Facebook and Instagram and @blinfisher.bsky.social on Bluesky.. Sign up for our free The Daily Money newsletter, breaking down complex consumer and financial news. Subscribe here.
