New research from 210 Analytics shows 18.1% of U.S. consumers are currently using GLP-1 medications, with another 11% planning to start within six months. While users eat less overall — 63% report consuming less food, 60% have reduced portions, and 61% eat fewer snacks — produce is one of the clear winners. Among users intentionally eating more of certain foods, 49% are increasing fresh vegetables and 46% fresh fruit.
Specific categories are seeing strong tailwinds. Among GLP-1 users boosting fresh fruit, 62% are eating more apples, 60% more blueberries, and 59% each more strawberries and bananas. Broccoli leads on the vegetable side. GLP-1 users are also more likely to eat fresh produce four to five days per week than non-users. The medications are predominantly used for weight management, with 43% citing weight loss as the primary reason.
This is a significant demand signal for produce buyers and category managers. As GLP-1 adoption continues to grow — Groceryshop keynote speakers called it a lifelong treatment, not a trend — fresh produce departments are positioned to capture a larger share of a shrinking overall food basket. Highlighting fiber content, protein pairing opportunities, and nutrient density is worth monitoring as a retail merchandising angle.