The consumption patterns of people taking GLP-1 weight-loss drugs are shifting. Some industries stand to gain, while others must adapt or be left behind.
For 25 years, large and strongly built customers have been the core clientele of Alan Horowitz's custom suit shop. But as weight-loss drugs have swept across America — where now one in ten people is taking them — his customers have been steadily dwindling. Many fuller-figured regulars who once made special trips to his Madison Avenue store in Manhattan because they couldn't find properly fitting off-the-rack clothing in department stores no longer come in. The five-generation family business, called Alan David Custom, traces its origins to 1913: Horowitz's great-grandfather opened a tailor shop in Brooklyn after fleeing Russia. And the shop's promise of free lifetime alterations has now made business even worse. "Dramatic weight fluctuations ... are simply a tailor's nightmare," Horowitz said. By his estimate, weight-loss drugs have caused roughly a 10%–12% decline in store revenue.
In 2021, Novo Nordisk's Wegovy received its first FDA approval for long-term weight management. These drugs, collectively known as GLP-1 receptor agonists, have exploded in popularity since then. A Gallup poll shows that as of June, about 38 million Americans are using them regularly. PwC UK estimates that roughly 5% of British adults are taking these medications.
People taking weight-loss drugs are changing their diets, lifestyles, and spending choices, breaking traditional consumption patterns. For some sectors like gyms and dietary supplements, GLP-1 drugs have brought new customers and expansion opportunities. Other industries are being forced to re-examine their underlying logic.
In the consumer goods sector, value has long been equated with getting more for your money — think the appeal of "buy one, get one free." But among weight-loss drug users, "moderation and portion control" has instead become the selling point. From chain restaurants to alcohol brands, companies are trying to maintain profits: smaller portions, but the same price — or even higher.
This entirely new GLP-1 economy has risen to the top of corporate agendas. In the three months ending in September, more than 200 listed companies outside the healthcare industry mentioned GLP-1 or weight-loss drugs on earnings calls, more than double the number from the same period last year. Companies including PepsiCo, the parent of Doritos, Domino's Pizza, and steakhouse chain Texas Roadhouse have all flagged the impact of weight-loss drugs on eating habits as a potential business risk. Data from Worldpanel, a division of research firm Numerator, shows that at current adoption rates, GLP-1 drugs reduce grocery spending in the UK by approximately £780 million per year.
The use of weight-loss drugs is expected to continue growing. GLP-1 stands for glucagon-like peptide-1 receptor agonist, originally developed as a diabetes medication to suppress appetite by promoting insulin secretion. Most of these drugs are currently injectable, and so far, users are concentrated among higher-income households. However, oral tablet versions are expected to become more widespread, and production costs are likely to fall. Over the next decade, as patents on semaglutide — the active ingredient in Wegovy and Ozempic — expire in the early 2030s in the US and Europe, cheaper generic versions will also come to market.
Analysts say weight-loss drugs reflect a long-term, sustained shift in consumer behavior: the public is placing greater emphasis on health, increasing protein intake, taking nutritional supplements, tracking nutrition and exercise, while reducing alcohol consumption. For some brands and industries, this is a test of adapt-or-die; other sectors are already benefiting, gaining new customers.
Winner: Fitness
A PwC report shows that US GLP-1 users have increased their frequency of aerobic training such as running, cycling, and swimming by 36%. PureGym operates gyms across Europe, the Middle East, and the US. CEO Alex Wood said his team spent a great deal of time worrying about whether weight-loss drugs would make people stop going to the gym altogether. Now he sees GLP-1 as a positive for gyms.
While weight-loss drug users shed fat, they also rapidly lose muscle mass and bone density, which drives them to use barbells, dumbbells, and strength equipment. Wood believes that after losing weight, users feel better psychologically and naturally start exercising. A PwC UK survey in June showed that 27% of GLP-1 users plan to increase their spending on fitness, while only 5% intend to cut back.
To capture these new customers, leading brands such as PureGym, Planet Fitness — the largest gym chain in the US — and the UK's The Gym Group are allocating larger floor space to strength training and functional training. PureGym has also launched training courses for personal trainers and plans to offer discounted membership packages in partnership with weight-loss prescriptions, replicating a marketing approach piloted at several US gym locations. Planet Fitness chief Colleen Keating said on an August earnings call that the chain's partnership with Ro, an online GLP-1 prescription platform, is "one of our best-received and most-utilized benefits."
Winner: Health and Beauty
PwC data shows that US GLP-1 users have increased spending on collagen supplements by 20% and on hair and nail supplements by 16%. GLP-1 drugs have side effects including nausea, headaches, and indigestion. A Boston Consulting Group survey of 1,500 users found that those taking the medication spend 20% more on supplements than non-users. Their biggest expenditures are on protein (to combat muscle loss), dietary fiber (to improve digestion), and collagen (to address skin sagging).
"In the process of rapid weight loss, GLP-1 can amplify certain burdens on the body," said Jostein Solheim, head of Unilever's health division, at an industry conference this year, referring to side effects such as hair loss and dehydration. Beauty companies are also riding the GLP-1 wave. Swiss dermatology giant Galderma has seen surging demand for its injectable products — the company published clinical trials confirming these injectables can improve facial sagging. Among the most popular with weight-loss drug users is Sculptra, priced from £500 in London, which was originally developed for AIDS patients experiencing rapid wasting.
Related new products are also appearing on pharmacy shelves. L'Oréal CEO Nicolas Hieronimus said at the company's mid-year earnings briefing that the brand is launching a range of serums and treatments to address skin sagging and hair loss caused by weight loss.
Loser: Aviation
If the average passenger weight across the four major US airlines dropped by 10%, the industry could save $580 million annually. Airlines have tried every trick to reduce weight. Even before the Iran conflict pushed oil prices higher and doubled fuel costs, jet fuel was already airlines' single largest cost. Removing olives from meals, using lighter trays, and reducing meal cart weight are all measures airlines have used to shed pounds. Small savings add up: United Airlines switched to thinner paper for its inflight magazine, saving just one ounce per issue, but across the entire fleet that translates to nearly $300,000 in annual fuel savings. But any attempt to manage passenger weight has previously provoked strong public backlash. That may be about to change.
Back in January — before the Iran conflict erupted — Sheila Kahyaoglu of investment bank Jefferies calculated the impact of weight-loss drugs on a single flight: a Boeing 737 Max 8 carrying 178 passengers would see its takeoff weight drop by 2% if average passenger weight fell 10%. Combining the four major US airlines, annual fuel savings could reach approximately $580 million. She said that as more people take the medication, this substantial cost saving is not far-fetched. "Look at all the things airlines do to control costs ... this really can make a material difference, especially with oil prices this high." She added that people in better physical condition tend to travel more. But the upside isn't absolute. Fuel savings could be offset by declining revenue from high-margin items like snacks, soft drinks, and alcohol. Airlines could also use the weight saved to carry higher-margin cargo — and cargo rates have risen sharply since the Iran conflict.
Loser: Packaged Food
PwC research on US GLP-1 users shows that 61% of respondents have reduced their consumption of sugary snacks, and 9% have stopped eating them entirely. Many weight-loss drug users no longer have the urge to snack and find it difficult to digest heavy, greasy, high-fat foods. For some supermarket categories, this is far from good news.
A three-year tracking study by Cornell University and Numerator found that in the first six months of taking the medication, consumers reduced spending on baked sweets like muffins and doughnuts by 9%, and on salty snacks like potato chips by 11%. A range of businesses, from chocolate makers to burger chains, have begun pushing premium, higher-priced products to protect profits. Mintel consultant Toby Clark summarizes this trend as "less but better": nutrient-dense, high-quality products replacing snacks eaten mindlessly.
"It's no surprise that people willing to pay high prices for GLP-1 for their health are willing to pay more for healthier, better-quality products," said Saxon Moseley, head of leisure and hospitality at UK accounting firm RSM. Magnum ice cream has begun focusing on single-bite and small-portion formats, as well as protein-enriched ice cream — doctors recommend that people taking the medication increase protein intake to offset muscle loss. Magnum CEO Peter ter Kulve wrote in this year's annual report that GLP-1 users are shifting from "mindlessly snacking" to "actively choosing and savoring their own moments of pleasure." One of the few winners in the grocery aisle is high-protein yogurt. According to the International Dairy Foods Association, US yogurt sales rose 6.7% year-on-year in August, second only to cottage cheese, another popular high-protein food.
Loser: Alcohol
Diageo data: GLP-1 users' spirits purchases declined by 2%. Market views diverge widely on whether GLP-1 adoption will cause a significant drop in alcohol consumption. Researchers originally speculated that since the drugs suppress appetite, they would also reduce alcohol cravings the same way they suppress desires for cookies and chips. But actual consumption data tells a different story. The Cornell study showed that in the first six months of taking the medication, alcohol consumption fell by only 1%, while total grocery spending dropped 5.3%.
Diageo, the world's largest spirits group listed in London, has downplayed the GLP-1 impact. At its August capital markets day, Hannah Brooks, chief strategy officer of the Johnnie Walker parent company, said that among those taking the medication, spirits consumption fell only 2%, beer 4%, and wine 5%. At least half of users still go to a bar at least once a week. "Psychologically, some people deliberately plan nights out for a drink, wanting to show off their weight-loss results," she said. She also noted that those going out prefer spirits over beer and wine, because spirits have fewer calories and are consumed in smaller quantities.
Like every consumer sector, the alcohol industry is looking for opportunities. Barclays analyst Laurence Whyatt said the bank regularly surveys alcohol wholesalers and retailers, and one-third of respondents reported that GLP-1 users are buying less alcohol but paying more per bottle.
Loser: Food Service
PwC US report: GLP-1 users' pizza spending at fast-food and fast-casual restaurants declined by 22%. Fast-food chains are on the front line. Cornell University tracked household consumption data from July 2022 to September 2024 and found that when one household member starts taking GLP-1, the entire family's spending at fast-food and fast-casual restaurants drops by 8%.
Domino's Pizza warned investors in February that weight-loss treatments could hit demand. The company recently reported that in the three months ending in September, sales growth lagged inflation, with fewer items per order. Citi analyst Jon Tower considers GLP-1 one of the contributing factors, while the company attributes it to consumer pressure. McDonald's US President Skye Anderson emphasized at a September investor day that the world's largest fast-food giant has an advantage in the high-protein meal segment and can also leverage signature products like Chicken McNuggets to cater to consumer demand for "flexible portions."
The brand is also restructuring its menu. Analysts invited to McDonald's headquarters in Chicago saw high-protein items in development: protein bowls, grilled chicken, and egg snacks. Some chains are also shrinking traditional supersized US meal portions. KFC launched a small chicken-and-fries combo in the US in October, starting at $3.49. Tower said GLP-1's impact on solo fast-casual meals is far greater than on social dining. This means takeout and fast-food traffic is declining most noticeably, while dine-in meals — especially high-end fine dining — are less affected.
Moseley noted that UK restaurants are racing to restructure their menus, focusing on high-protein dishes and smaller plates. Dine-in restaurants featuring small plates must also figure out how to hold or even raise prices — demand for traditionally high-margin appetizers, desserts, and drinks is weakening. But restaurant operators must be careful not to be labeled as "shrinkflation." Consultant Daniel Angeler said: customers receiving smaller portions will naturally feel they should pay less, even if the restaurant's food cost reduction is minimal. "Landlords won't reduce your rent just because customers are eating less."
Loser: Plus-Size Apparel
The rapid spread of weight-loss drugs has caught many clothing manufacturers off guard. PwC research shows that nearly three-quarters of consistent users experience significant changes in clothing size. Plus-size apparel retailers have been hit hardest. In September, Macy's CEO Tony Spring said at an industry conference that the major US department store has "begun to see the early impact of GLP-1": "We're currently seeing softness in plus-size apparel, while the rest of our apparel categories are performing steadily."
Inventory software provider Impact Analytics predicts that plus-size-focused brands will face a structural downturn: inventory pileups, forcing price cuts to clear stock. "Over the past 50 years or so, average calorie intake among US adults has risen, and the population has grown larger overall," said Impact Analytics CEO Prashant Agrawal. "But in the past two years, calorie intake has fallen, and the size distribution landscape has undergone a disruptive shift."
Weight loss also brings new opportunities for some brands. While many users hold off on buying new clothes during their weight-loss journey, PwC estimates that apparel is one of the few consumer sectors expected to see positive growth. "When your body changes, people tend to switch styles, treat themselves, and choose better-quality, higher-priced brands," Ali Furman, PwC US consumer markets leader, wrote in June.
Alan Horowitz, the New York custom suit shop owner, has witnessed the trouble caused by such weight fluctuations firsthand. His clients include people from Wall Street, Yankee Stadium, and Capitol Hill circles, with some well-known customers required to sign non-disclosure agreements. "Everyone only sees GLP-1 being used for weight loss, but many of our clients regain the weight and then get very frustrated — the suit has already been sent in for alterations. They don't understand that once your back measures 38 inches and your waist expands to 44 inches, a custom suit simply can't be altered back." Horowitz said. Groom clients are especially hard to predict. "Fiancées all push the guys to lose fat and get in shape." In the past, tailors would cut suits slightly tight, leaving room for pre-wedding weight loss. But with GLP-1, they have to make temporary sample garments between fittings and wait for final measurements to stabilize before cutting the actual suit. "Someone who never exercised suddenly starts working out. He comes in on March 1 at 220 pounds, and by April 1 he's down to 190," Horowitz said. "That costs a lot of money."
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