The rapid rise of GLP-1 weight loss medications is driving profound changes in consumer behaviour overseas – and Australia’s retail sector should prepare now.
New data from Circana shows GLP-1 uptake has already reached meaningful scale in Australia, with 12 per cent of households reporting at least one member using a GLP-1 medication, as of September 2025.
In Rabobank’s Every bite counts: GLP-1s and the future of food global report released late last year, the organisation stated early estimates suggest current GLP-1 usage is already reducing food and beverage consumption by one to two per cent, driven primarily by the US, where adoption is most advanced, and with Europe beginning to follow.
Rather than creating new food-consumption trends though, the report said GLP-1s are intensifying existing trends that are already shaping the market. These include high protein, gut health and digestive comfort, hydration and nutrient density, portion control and mindful indulgence as well as avoidance of ultra-processed foods.
RaboResearch Australia general manager, Stefan Vogel, said users of GLP-1s are changing their eating habits and often also those of the whole household – especially cutting back on calorie-dense products containing sugar and fat and likely also on alcohol.
“But weight loss due to these medications also comes with muscle loss which can be somewhat countered by increased protein intake, leading to greater demand for high protein food, particularly dairy products and nutrition bars, as well as fresh produce,” said Vogel.
Circana’s Australian shopper panel agrees, with the latest data revealing distinct behavioural changes among GLP-1 users, who are more likely to eat “mini meals,” choosing nutrient-dense products that deliver protein, satiety and fibre in smaller pack formats.
GLP-1 households are expected to over-index in fresh produce and protein-rich foods, while reducing their consumption of sugar, refined carbs, salty snacks and alcohol – mirroring patterns observed internationally.
Circana Australian insights director, Daniel Bone, said the rise of GLP-1 medications represents a profound shift in consumer behaviour, especially in the short-term.
“For brands and retailers, the opportunity lies in product innovation and positioning – from high-protein, low-calorie, and portion-control options, to new ways of educating consumers about GLP-1-friendly foods,” said Bone.
“The full impact of GLP-1 medications is still unfolding, but it’s clear they’re reshaping diets, shopping baskets and dining choices. Brands that invest in learning more about these evolving consumer needs will have a greater chance of capitalising on this changed market.”
Circana data revealed Australian GLP-1 medication users also show higher engagement with self-monitoring, reporting a greater tendency to track their health through devices and apps. Despite this conscientiousness, they are simultaneously less likely to feel they stay hydrated, exercise enough or get sufficient sleep, highlighting emerging demand and new opportunities across hydration, functional beverages and broader wellness-adjacent ranges.
“We are also seeing a demand for functional beverages with electrolytes and fortified foods that are nutrient dense, as hydration cues can weaken among people using weight loss medication and they also need to get the most nutrition from fewer calories,” said Vogel.
With Australian adoption of GLP-1 medications already in double-digit household penetration and prescriptions rising rapidly, the retail and food sectors face a pivotal moment to prepare for new consumer needs.
