The business of losing weight: How weight loss drugs are disrupting consumer industries

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7 minute read

New Year’s resolutions may fade, but GLP-1 weight-loss therapies (like Ozempic and Wegovy) are here to stay — and they’re already disrupting the consumer markets industry. These groundbreaking medications aren’t just slimming waistlines, they’re reshaping the food and beverage, restaurant, apparel, and travel and leisure sectors. In 2023, Semaglutide became the best-selling drug in the United States with $13.8 billion in sales. With over 100 million obese adults in the country and nearly 137 million eligible for weight loss drug therapy, the market is rapidly expanding. Companies face a stark choice. They can embrace business model reinvention or risk losing relevance in a post-diet world.

$13.8 B

In 2023, Semaglutide became the best-selling drug in the United States with $13.8 billion in sales. With over 100 million obese adults in the country and nearly 137 million eligible for weight loss drug therapy, the market is rapidly expanding.

Source: JAMA Cardiology

Our 2024 GLP-1 Trends & Impact Survey, an in-depth consumer study of ~3,000 people, highlights the influence of these medications on lifestyles, spending habits and consumption patterns. Current and expected shifts in consumer behavior include:

Spending less and making healthier food choices. GLP-1 users report cutting food purchases by 11%, particularly in indulgent categories such as high-calorie snacks and alcohol. Meanwhile, smaller portions and nutrient-dense options are gaining ground, reflecting a significant shift in consumption patterns.
Shifting fashion purchases from body conscious to body confident. With the rise of body positivity and active lifestyles, consumers are now spending more on clothes instead of handbags, shoes and accessories, investing in apparel that complements their improved self-image.
Choosing active adventures and wellness vacations. As consumer confidence and happiness rise, individuals are leaning toward more physically engaging vacations. The hospitality sector is adapting by enhancing wellness offerings to cater to health-conscious travelers who now prefer active experiences and curated healthy meal options over traditional, dining-focused holidays.

With over 8% of Americans already on GLP-1s and nearly 35% expressing interest, the $133 billion market for these therapies appears poised for explosive growth. This expansion — coupled with the looming possibility of GLP-1s becoming the standard of care for obesity treatment and their potential applications beyond weight loss — is profoundly disrupting consumer-facing businesses. As federal policies plan to widen access and lower the cost of these anti-obesity drugs through Medicare and Medicaid, their user base could increase by 7 million. Consequently, businesses should rethink their operations and revenue streams to offer value that aligns with this new consumer ethos.

Health is wealth: Ways to support healthy lifestyles while improving the bottom line

As consumer markets companies navigate the evolving health landscape, they have a unique opportunity to support GLP-1 patients by providing healthier lifestyle choices.

Here are key areas for strategic action.

Offer healthier food and beverage options: Launch healthier, lower-calorie products and reformulate existing ones to align with expected regulatory changes and consumer trends. This includes responding to the incoming Trump administration’s push for improved food standards, such as limiting or banning harmful additives and enhancing label transparency, as well as adapting to shifting dietary preferences among GLP-1 users.
Forge restaurant-health collaborations: Consider partnering with health organizations to assess and certify menu items as GLP-1 friendly options and attract health-conscious diners.
Boost confidence with inclusive apparel: Respond to changes in body sizes and preferences by offering more size-inclusive and activewear options. Promote new product lines through inspirational messaging that supports a positive body image.
Tailor travel for wellness-minded consumers: Develop wellness-focused travel packages, enhance fitness facilities and offer healthy dining options to cater to the more active, health-conscious consumer.

By implementing these strategies, companies can better meet the needs of their customers, build loyalty and position themselves at the forefront of a market geared toward health and wellness.

33%

Decreased alcohol consumption among GLP-1 users could impact alcohol sales, as a third (33%) of habitually heavy drinkers in our survey report reducing their alcohol intake.

Source: PwC's GLP-1 Trends & Impact Survey

32%

Nearly a third (32%) of our survey respondents indicate a more positive self-image and greater comfort wearing a wider variety of clothing than at their former weight.

Source: PwC's GLP-1 Trends & Impact Survey

While we don’t expect consumers using GLP-1s to stop eating all less-healthy foods, the volume of purchases may change and overall caloric consumption per person could meaningfully decrease.

Similarly, businesses focusing on healthier eating may benefit if they can maintain prices and appeal to changing customer demographics and preferences. Clearly communicating the nutritional values and health benefits of meals choices will be increasingly important.

The prospect of tens of millions of Americans slashing their daily intake to about 1,000 calories per day — typical for GLP-1 users — has obvious potential to unsettle consumer packaged goods (CPG) leaders. While CPG new-product launches have been in a lull recently, the emerging market demands visionary innovation.

Restaurants and food providers that focus on providing for indulgent occasions could ask, When food is a special event in itself, or the focus of a celebratory occasion, how can awareness of healthier eating enhance the experience? Factors to reconsider include portion sizing and reframing take-home/takeout/meal-kit options as “healthy splurges.”

Implications for restaurants and food providers

Foot traffic decline: People trying to eat less or more healthily could lead to reduced foot traffic.
Snack consumption shift: Demand for processed snacks could decrease among the GLP-1 population, shifting toward healthier options.
Portion size change: Typical portion sizes may shift toward smaller, calorie-controlled meals, in line with the dietary preferences of GLP-1 users.
Alcohol sales drop: Decreased alcohol consumption among GLP-1 users could impact alcohol sales, as a third (33%) of habitually heavy drinkers in our survey report reducing their alcohol intake. This trend suggests consumers are not only drinking less but also choosing lower-calorie options, like “skinny” drinks that reduce syrups and sugars, rather than traditional high-calorie cocktails or sugar-laden mocktails.

Strategies to address the ripple effects of weight loss drugs

Menu adjustments and health-focused collaborations: Restaurants could offer more low-calorie, nutrient-rich options tailored for GLP-1 users and partner with health organizations to certify these healthy choices, attracting health-conscious diners.
Nutrition-based outcomes: Consider transitioning from merely selling products to delivering comprehensive nutrition outcomes, integrating products with tailored nutrition advice and digital tools.
Nutrition as a service (NaaS): Implementing a service-based model can help build ongoing consumer engagement, providing regular updates and personalized nutrition plans that encourage repeat interactions and create upselling opportunities.
Product reformulation: CPG companies may need to reformulate products to attract health-conscious consumers, particularly those affected by GLP-1s, who are moving away from traditional salty, spicy and sweet flavors. Establishments should also consider simpler beverage alternatives that combine spirits with natural, low-calorie mixers, responding to a growing demand for healthier, lower-carb options.

Even moderate weight loss can warrant the need for new apparel, and the positive impact on self-confidence can enhance the desire to buy a new wardrobe. Nearly a third (32%) of our survey respondents indicate a more positive self-image and greater comfort wearing a wider variety of clothing than at their former weight. While only slightly more than a quarter (27%) of GLP-1 users in our survey say they’re already buying smaller sizes, this trend is expected to grow as more individuals anticipate continued weight loss. Additionally, a fifth (21%) of those currently or previously on the medication are investing in more workout and activewear.

GLP-1 users’ new-clothes spend also depends on their confidence in weight-loss maintenance. The emergence of the long-term prescription of GLP-1s for sustained weight loss is supported by our survey data. Forty percent of respondents who increased their monthly apparel spending while taking the medication plan to continue to spend more due to increased confidence and need for smaller sizes. GLP-1 adoption might also enhance a shift away from online shopping stimulated by pandemic-induced habits and a return to in-person browsing. These consumers may want to try on clothes freely (without the hassle of return-shipping items purchased online that don’t fit) to reassess their current sizes.

If purchasing patterns shift significantly, apparel manufacturers and retailers may need to enhance or even overhaul the tools they use to forecast demand across sizes and styles, which could follow less-predictable distribution patterns going forward.

Implications for apparel companies

Shift from accessories to apparel: Body-conscious consumers who previously spent more on handbags, shoes and accessories than apparel are now spending more on clothes.
Clothing sales increase: Consumers successfully maintaining their weight loss often spend more on clothing. For some, that means smaller sizes or slimmer-fitting styles. But the key priority for most is clothes that make the consumer feel better while fitting better — and that’s likely to be true across all categories of apparel, from formal wear to business casual to athleisure to workout gear.

Strategies to address the ripple effects of weight loss drugs

GLP-1 marketplaces: Create specialized platforms that cater specifically to GLP-1 users. Help streamline access to appropriate products and services, including apparel, and develop new revenue streams through thoughtful transaction and affiliate marketing strategies.
Size flexibility programs: Implement programs that offer size exchanges for items within a certain period, accommodating customers who are losing weight and may need different sizes as they progress.
Subscription services: Introduce a subscription model where customers can receive regular wardrobe updates that align with their changing sizes and preferences, encouraging continual engagement and repeat business.
Customization and personalization: Offer personalized apparel options that allow customers to tailor items to their specific body measurements and preferences, enhancing satisfaction with fit and style as their body shape changes.

Sixty-two percent of GLP-1 users in our survey report spending the same or even slightly less on out-of-home entertainment such as theater/cinema, live sports events, concerts and amusement parks. Current out-of-pocket costs for these drugs (as well as existing inflation-driven budgetary pressures) may be suppressing discretionary spending over the course of treatment for some patients. Appealing to slimmer consumers with a slimmer wallet could involve targeted messages that highlight their newfound self-confidence and willingness to experiment — encouraging them to seek active adventures such as immersive entertainment experiences (escape rooms, theme parks, museums, etc.) and ecotourism.

While this may raise concerns for entertainment and travel providers in the short term, long-term spending patterns could change as the overall cost of care decreases. An important factor is the 15% increase observed in surveyed GLP-1 users who report a more positive body image due to treatment. Since individuals with increased confidence and happiness may be more active, not all types of travel and entertainment might benefit equally. For instance, GLP-1 users might start preferring more physically active vacations over sedentary holidays focused on dining.

Implications for travel, entertainment and leisure companies

Health-focused package vacations: Providers of travel-and-hospitality package deals can cater to vacationers focused on health with such offerings as wellness retreats including diverse exercise options, both indoor and outdoor, and healthy menu options.
Fitness amenities: Hotels and resorts are already seeing increased demand for state-of-the-art fitness and wellness amenities, including gyms, pools and healthy meal/post-workout snack options.

Strategies to address the ripple effects of weight loss drugs

Connected travel ecosystems: Travel companies can become hubs for health and wellness by integrating personalized fitness programs, nutritionally balanced dining and wellness excursions into unified travel packages, enhancing the guest experience and positioning themselves as leaders in health-centric travel.

Appealing to slimmer consumers with a slimmer wallet could involve targeted messages that highlight their newfound self-confidence and willingness to experiment — encouraging them to seek active adventures such as immersive entertainment experiences (escape rooms, theme parks, museums, etc.) and ecotourism.

New meds, new habits — new health-centric business models

Predicting the full impact of GLP-1-managed weight loss, along with its broader effects on consumer diets and behaviors, remains complex. In our survey, we asked people only about their own behaviors and attitudes. Pharmaceutical manufacturers, medical professionals and regulatory agencies will likely play important roles in the trajectories of GLP-1 adoption, too.

As public health awareness increases, we observe a marked shift toward high-protein diets, expanding the demand for diverse protein sources like soy, collagen and other plant-based options. This trend is reshaping the food and beverage industry, offering substantial opportunities for innovation and business model reinvention to meet health-conscious consumer needs.

The integration of Internet of Things (IoT) and wearable technologies is revolutionizing health management by providing consumers with real-time, personalized insights, influencing companies to integrate these advancements in product development and marketing strategies.

With the regulatory landscape expected to shift significantly under the incoming Trump administration — which is focused on stricter regulation of health corporations and requirements for healthier food production and distribution — companies should prepare for enhanced product labeling, increased oversight on health claims and maybe more restrictions on unhealthy ingredients. These changes will likely require timely adjustments to remain compliant and competitive.

The key is to start planning and experimenting now.

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Ali Furman

Consumer Markets Industry Leader, PwC US

Briggs Briner

Principal, PwC US

Kelly Pedersen

Retail Leader, PwC US

Jonathan Kletzel

Principal, Transportation and Logistics Leader, PwC US

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The business of losing weight: How weight loss drugs are disrupting consumer industries

Health is wealth: Ways to support healthy lifestyles while improving the bottom line

New meds, new habits — new health-centric business models

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