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SEPTEMBER 22, 2026 |
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Key stat: 56% of US GLP-1 users who are trading up to premium food and beverages say it's because they eat less overall, so they can afford higher-quality food, according to a November survey from The New Consumer and Coefficient Capital. |
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Beyond the chart: |
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The premium trade-up doesn't rescue the total basket. Households with a GLP-1 user
have cut grocery spending by 5.5% as they pull back on snacks, sugary drinks, and alcohol, according to PwC, with apparel spending picking up the slack instead. |
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Use this chart: Drop this in your category review when someone frames GLP-1s as a pure volume problem. Fewer units doesn't mean fewer dollars per unit. Show it to pricing and assortment teams before they discount their way through the shift, and use it to defend premium tiers in your 2027 plan. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them
to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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