Shoppers Pick Healthier Treats as GLP-1 Use Grows
A Bixa survey and Bain & Company research point to shifting snack choices as GLP-1 medication use expands among U.S. consumers.
Updated on Nov. 4, 2026 in Spending
Live Poll
Do you choose healthier-ish treats when you shop for snacks or sweets?
A Bixa survey found 57% of grocery shoppers typically choose treats that are mostly healthy or partly better-for-you, while 43% said their usual treat was fully indulgent. Separately, Bain & Company found GLP-1 users spend about 3% to 4% less on groceries, with traditional sweets hit hardest.
Why it matters
The findings suggest GLP-1 medications and changing ingredient and lifestyle preferences are reshaping how shoppers spend on food, with conventional desserts and baked goods losing ground. For retailers and the packaged food and bakery sectors, the shift signals a potential long-term change in demand across the United States.
Bain & Company found 20% of U.S. consumers reported GLP-1 use in 2026, up from 14% a year earlier, based on a survey of 4,300 consumers and Pyxis credit card data. Whether these spending patterns will hold as usage evolves remains unclear.
The players
Bain & Company
Bain & Company is a global management consulting firm known for its industry research and consumer surveys.
Bixa
Bixa is a consumer insights firm that conducts grocery shopper surveys for the food and retail industry.
International Dairy Deli & Bakery Association
The International Dairy Deli & Bakery Association is a trade organization representing dairy, deli, and bakery food businesses.
The details
Bixa surveyed grocery shoppers for the International Dairy Deli & Bakery Association and shared findings during a webinar. Bain & Company surveyed 4,300 U.S. consumers in October and analyzed credit card transaction data from Pyxis.
Timeline
October 2026: Bain & Company surveys 4,300 U.S. consumers on GLP-1 use.
2026: 20% of U.S. consumers report having used GLP-1 medications.
2030: Bain projects 31% of U.S. consumers will have used GLP-1 medications.
Market Dynamics
Bain & Company's ongoing GLP-1 survey series shows U.S. adoption rising from 14% to 20% in a single year and projects 31% by 2030. Those trajectories point to sustained pressure on conventional treat categories as the medication spreads.
Shoppers who change treat habits may shift grocery budgets toward better-for-you options. Investors tracking packaged food and bakery companies may need to weigh how sustained GLP-1 adoption affects demand for traditional sweets.
The takeaway
Households and businesses alike may benefit from tracking how GLP-1 medication use reshapes everyday food spending. Watching adoption rates and grocery purchase data can help anticipate where demand is heading.
Further reading
Explore more on Spending trends shaping household grocery budgets.
Source note: This article includes information reported by Foodnavigator.
Live Poll
Do you choose healthier-ish treats when you shop for snacks or sweets?
