GLP-1 Adoption Rising as Consumers Rethink Weight Loss Strategies, Survey Finds
Krissy Vann | Host, All Things Fitness and Wellness
A new survey suggests the way consumers approach weight loss may be shifting, with health outcomes and long-term habits taking precedence over traditional appearance-driven goals.
The research, conducted by consumer insights platform aytm, surveyed 1,000 U.S. adults who reported trying to lose weight in the past six months. The findings suggest many consumers are making everyday adjustments to how they eat, shop, and manage their health rather than relying solely on short-term dieting.
Health goals appear to be leading the shift. According to the survey, 53.1 percent of respondents said their primary objective is reducing body fat, while 52.2 percent cited improving overall health. Other motivations included boosting physical fitness at 27.0 percent, improving nutrition habits at 22.4 percent, and becoming more physically active at 22.1 percent. Only 20.8 percent said fitting into specific clothing sizes was a primary motivator.
Dietary changes remain the most widely adopted strategy. The survey found that 82.7 percent of respondents reported altering their eating habits or adopting a diet plan, compared with 38.3 percent who said they had started a new exercise routine. Many of the changes reported involve simple daily adjustments, such as drinking more water at 72.5 percent, eating more healthy foods at 65.5 percent, cutting back on unhealthy foods at 61.1 percent, and adjusting portion sizes at 54.9 percent.
Nearly half of respondents, 47.7 percent, said they are cooking or eating at home more often to better control their intake. Snacking habits are also evolving, with 53.2 percent saying they snack less frequently than before. Consumers report cutting back most on sweet snacks at 41.4 percent, frozen snacks at 40.2 percent, and salty snacks at 37.3 percent, while increasing their intake of fruits and vegetables at 52.1 percent and protein snacks at 42.4 percent.
The survey also highlights the growing role of prescription weight loss medications, particularly GLP-1 drugs. Among respondents who reported using prescription weight loss medications or supplements, 72.7 percent said they are currently taking a GLP-1 medication, and 80.6 percent plan to continue using it long term.
Sentiment among GLP-1 users was largely positive, with 53.3 percent describing their experience as very positive and 25.0 percent somewhat positive. Some respondents said the medications helped reduce cravings and intrusive thoughts about food. One participant said the treatment “cut down on the food noise” and helped them regain control over snacking and portion sizes.
However, attitudes among non-users remain mixed. While 41.4 percent of respondents said they are familiar with GLP-1 medications, many reported hesitations about trying them, often citing concerns about side effects and long-term safety.
Stephanie Vance, vice president of customer experience and research strategy at aytm, said the findings reflect consumers becoming more deliberate about their food choices.
“This research shows consumers editing their pantry with intent,” Vance said. “They are cutting back on traditional indulgent snacks, leaning into protein and produce, and expecting more transparency in food labeling. At the same time, GLP-1 adoption is reshaping portion needs and product expectations.”
