The behavioural impact of GLP-1 and what brands need to understand.

GLP-1 has been everywhere lately. In headlines, in marketing calls, in group chats. But while the noise focuses on weight loss, we were more interested in something quieter and arguably more powerful.

What happens to everyday behaviour when appetite changes?

When appetite shifts, so does decision-making. And when decision-making shifts, markets follow.

Rather than relying on commentary or assumptions, we went directly to people currently taking GLP-1s and asked how their habits are evolving. Not just what they’re eating, but how they’re shopping, planning, spending and thinking about food and consumption more broadly.

What emerged wasn’t dramatic or extreme. It was a subtle, steady recalibration. Impulse purchases are declining. “Treat” culture feels different. Portion sizes, basket sizes and even the emotional relationship with food are adjusting. There’s more deliberation. More intention and less automatic behaviour.

For brands operating in food, drink, retail and health, it really matters. These aren’t one-off change and they point to a longer-term shift in how people engage with products, promotions and reward.

This is less about hype and more about understanding what’s structurally evolving beneath the surface.

We’ve pulled the findings together in a short report exploring the behavioural patterns we’re seeing, and what they might signal for brand relevance in the months and years ahead.

If you’re thinking about where growth comes from next, it’s worth a read. You can download it here. 

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