Recent research from Cornell University reveals that appetite-suppressing medications, specifically Ozempic and Wegovy, are significantly impacting food spending habits among American households. The study indicates that households using these weight-loss drugs reduce their grocery expenditures by an average of over 5% within the first six months, with a more pronounced effect seen in fast-food consumption and snack purchases.
Study Highlights Significant Spending Cuts
The findings published in the Journal of Marketing Research illustrate a notable trend. Households that began using GLP-1 receptor agonists—medications initially created to treat diabetes—cut their grocery bills by an average of 5.3%. For households with higher incomes, this decrease climbed to more than 8%. Spending at fast-food establishments and other limited-service restaurants dropped by approximately 8% during the same period.
According to Sylvia Hristakeva, an assistant professor of marketing at Cornell, ongoing users of these medications maintained lower food spending for at least one year. However, she noted that the magnitude of the spending reduction gradually diminished over time. “The data show clear changes in food spending following adoption,” Hristakeva stated. “After discontinuation, the effects become smaller and harder to distinguish from pre-adoption spending patterns.”
Methodology Provides Clear Insights
This research stands out for its methodology, as it utilized actual purchase data from Numerator, a market research firm that monitors grocery and restaurant purchases from a diverse panel of approximately 150,000 households. By correlating these purchase records with surveys that assessed GLP-1 medication usage, researchers could more accurately identify shifts in spending patterns.
Previous studies often relied on self-reported data, which can be influenced by personal biases. The Cornell study’s approach allowed for a more precise evaluation of how the use of these medications affected real-life purchasing behavior.
The results indicate that not all food categories experienced the same level of decline. The sharpest reductions were observed in ultra-processed, high-calorie foods. Spending on savory snacks fell by about 10%, with similar reductions for sweets, baked goods, and cookies. Basic food items like bread, meat, and eggs also saw declines, while only a few categories, such as yogurt and fresh fruit, experienced slight increases.
“The main pattern is a reduction in overall food purchases. Only a small number of categories show increases, and those increases are modest relative to the overall decline,” Hristakeva explained.
Implications for Industry and Public Health
The implications of these findings extend beyond individual households, potentially reshaping the food industry. If the use of GLP-1 medications continues to rise, food manufacturers, restaurants, and retailers may need to adapt to changing consumer demands, particularly for snack foods and fast food. Adjustments in product sizes, formulations, and marketing strategies could become necessary as spending habits evolve.
For policymakers and public health experts, the study adds a new dimension to discussions about how medical treatments can influence dietary behavior. It raises important questions regarding the effectiveness of biological appetite changes in promoting healthier eating habits, especially in an environment where traditional interventions like food taxes and nutrition labels have had mixed results.
The research from Cornell University underscores a significant shift in the intersection of health and economics, highlighting how weight-loss medications are not only transforming individual health outcomes but also reshaping consumer behavior in the food market.
