The rise of glucagon-like peptide-1 (GLP-1) medications, such as Ozempic, Wegovy, and Zepbound, has begun reshaping American consumer behavior, particularly in shopping habits. This shift is evident as individuals on these weight-loss drugs are making noticeable changes in their wardrobe choices and grocery shopping patterns.
Amanda Hartman, who has lost nearly 50 pounds using Wegovy, now finds herself shopping for more form-fitting clothes. Sarah Lowenthal has cut back on her expenditure for junk food, and Kait Handler recently purchased a pair of jeans that fit her newly slimmer frame. Handler, 40, expressed how her successful weight loss has transformed her shopping experience: “Those jeans were an indicator, a possibility, of what could be. They were a bellwether.”
The surge in popularity of GLP-1 medications is not just a personal health trend but is starting to create ripples across the retail sector. According to a May survey by KFF, approximately 12.5% of U.S. adults have used GLP-1 medications, with 6% — or 15 million individuals — currently holding a prescription. Originally developed for managing chronic conditions like diabetes, about 40% of users have turned to these drugs primarily for weight loss. Forecasts from JP Morgan Research suggest that the market for such weight-loss treatments could reach $100 billion by 2030, serving an estimated 30 million Americans.
This growing consumer base is affecting how people shop. As the trend of downsizing takes hold, retailers across various sectors are grappling with the need to adapt to a clientele that is leaner, hungrier for healthier options, and more style-conscious.
Mansur Khamitov, an assistant professor at Indiana University’s business school, notes the substantial impact of increased GLP-1 usage on retail trends: “As greater GLP-1 usage has been happening, there are a lot of very sizable, very tangible ripple effects on retail. It’s a real opportunity. It’s just a matter of who’s going to capitalize on it and leverage it.”
High-end fashion retailers have been quick to respond. Early adopters of these weight-loss medications have predominantly been affluent individuals due to the high cost of these drugs, approximately $1,000 per month. This has opened a new market for luxury brands aiming to attract a thinner demographic. Nora Kleinewillinghoefer, a partner at Kearney specializing in luxury and fashion, highlights this shift: “Purchases of size ‘small’ women’s clothing increased 5 percent between 2022 and 2024 on New York’s Upper East Side. Sales of smaller sizes have surged while larger sizes have seen a decline.”
The trend extends to everyday fashion as well. Research by Impact Analytics found that from 2022 to 2024, sales of smaller women’s clothing sizes — particularly XXS, XS, and S — increased by 12%, while sales of larger sizes, such as L, XL, and XXL, fell by nearly 11%. Men’s fashion has also seen a slight shift toward smaller sizes.
Amanda Hartman’s transition to a leaner wardrobe has led her to invest in more sophisticated and timeless pieces. She reflects on her experience: “It makes more sense to invest in more timeless pieces that are not going to go out of style, that are higher quality, that are a little bit more expensive.”
However, this shift towards smaller sizes may undermine recent progress in size inclusivity in fashion. The Vogue Business Spring/Summer 2025 menswear size inclusivity report shows a decline in the representation of plus-size models. Brands such as Loft and Old Navy have also scaled back their plus-size offerings.
Retailers specializing in plus-size clothing have yet to see a significant decline in demand but are keeping an eye on changing trends. Julie Carnevale, co-founder of Eloquii, remains open to adapting: “We’re here to serve this customer and give her fashion, and if we start to see this in our numbers, we absolutely would be open to serving her at a size 12 or a size 10.”
The dietary changes accompanying weight-loss medications are also influencing grocery shopping habits. Users report reduced food intake, with purchases of snacks, soft drinks, and high-carb products dropping by about 8% from November 2022 to 2023. Processed food companies, including General Mills and Conagra, have reported declines in snack sales. PepsiCo’s FritoLay division has also experienced a slight dip in snack sales.
Consumers like Hartman are now opting for healthier food choices, shifting from zero-sugar, low-calorie options to high-protein, nutritious snacks. This change poses a challenge for grocery chains that traditionally rely on high-volume sales of processed foods. Simon Somogyi, a professor at Texas A&M University, explains, “It sounds odd because it’s a good thing that people are buying more healthy food, but it’s not typically in line with retailers’ strategy.”
The food industry is responding by adapting to this new trend. Weight Watchers and Nestlé, for example, are developing products and programs specifically tailored to those on weight-loss medications. Russell Zwanka from Western Michigan University underscores the industry’s need to support rather than prompt weight loss: “We can make it easier for them. We can call it out on the packaging. … We can help them call it out on the shelf.”
The evolving market dynamics driven by weight-loss medications present both challenges and opportunities for retailers and manufacturers alike, reflecting broader changes in consumer behavior and health trends.
