The rapidly rising use of GLP-1 medications is one of the most significant consumer shifts to face the food and beverage industry in decades.
Some 12% of US adults have used a GLP-1 medication at least once, whereas 6% are currently using one.1
GLP-1 consumers are estimated to represent a £41 billion share of the US’s total £691 billion household food and drink spend – and this is only the start.2
As the adoption of GLP-1s rises, so does the potential impact on category performance, portfolio strategy and innovation priorities.
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