However, traditional approaches are often seen as effort-intensive and difficult to sustain. This drives demand for solutions that deliver faster, more predictable outcomes \u2013 a space where GLP-1 medications naturally fit.<\/p>\n
From niche to scale: the rise of GLP-1<\/p>\n
GLP-1 weight-loss medications have rapidly moved beyond medical circles into mainstream awareness, with 48% of European consumers already aware of Ozempic by 2025 (Trend Reality 2025<\/a>). Awareness varies significantly: it is higher among Gen Z and in markets such as the Nordics, the UK, and Austria, peaking at 71% in Denmark, while remaining lower among Boomers and in markets such as Hungary and France. Economically, the impact is already material, with GLP-1 users representing \u20ac70 billion in FMCG spending power across Europe. (Who Cares? Who Does? Health 2025<\/a>).<\/p>\n Across four key markets \u2013 Italy, the Netherlands, Germany, and Poland \u2013 as much as 3.6 million households are currently using GLP-1 medication. Taking consumers who plan to start using within the next six months into account, the user base could double in the short term, indicating strong demand momentum. Importantly, GLP-1 considerers behave differently:<\/p>\n More snacking: German considerers spent \u20ac23 per buyer on savory snacks in the last 6 months vs. \u20ac15 on average.Less fruit and vegetables: In the same period, Italian considerers spent around \u20ac115 on fruit and vegetables vs. \u20ac150 among average shoppers.<\/p>\n Looking ahead, wider availability, lower prices, and next-generation therapies are likely to accelerate adoption. Even before launch, 5% of shoppers are already aware of triple-agonist treatments. GLP-1 is no longer a niche trend, but a fast-growing force already influencing FMCG demand ahead of full-scale adoption.<\/p>\n Beyond weight loss: a shift in consumption logic<\/p>\n The impact of GLP-1 extends beyond reduced appetite. While many users report eating smaller portions, snacking less, and experiencing prolonged satiety, the more important shift is in decision-making.<\/p>\n Reduced \u201cfood noise\u201d does not simply lead to lower consumption \u2013 it leads to more selective consumption. Shoppers become more deliberate; expectations rise, and tolerance for low-value choices declines, fundamentally reshaping how value is defined.<\/p>\n What shopper baskets reveal\u00a0<\/p>\n Purchase data confirms that the impact is not a simple volume decline, but a reallocation of value across categories. In the Netherlands, for example, users spend across 169 FMCG categories declines by 1%, while volumes drop by 5%, illustrating this shift. Reduction effects are visible in typical consumption-heavy categories:<\/p>\n Snacking declines, amongst Germans both in spend (almost \u20ac10 less) and buyer reach (10 percent point drop)Soft drinks volumes decrease significantly e.g., -24% for fruity soft drinks, -30% for iced tea in the NetherlandsWine purchases among short-term users in Italy decreased significantly, while water consumption increased.<\/p>\n At the same time, health-aligned categories gain relevance:<\/p>\n Higher spend on fruit and vegetables: Italian short-term users spent \u20ac145 pre-usage, increasing to \u20ac165 after starting treatment \u2013 the average buyer increased spend by only \u20ac4.Increased demand for fresh protein: Poultry volumes per buyer increased by 12% in the Netherlands \u2013 increasing from 4.1kg to 4.6kg within six months. Those who have used GLP-1 medications for over a year buy 7kg in the same period.<\/p>\n Side effects also drive compensatory behaviors. With 20% of users reporting digestive issues, the OTC category has grown by 13% over the past six months. Compared with the same period a year earlier, total user spend is up 69%.<\/p>\n","protected":false},"excerpt":{"rendered":"However, traditional approaches are often seen as effort-intensive and difficult to sustain. 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