The latest wave of Kantar’s GLP-1 international research confirms what we’ve been watching in our US quarterly study: behavioral reset. Across seven markets, Kantar’s GLP-1 international research is bringing a trended view into who uses GLP-1s, how they’re choosing to consume, and how they shop while on GLP-1s.
Here are the top headlines from the just-released study covering the US, Mexico, Brazil, the UK, Germany, China, and India.
1. GLP-1s are now predominantly being used for weight loss.
The most important headline is the shift in use of GLP-1 medications for weight loss. Globally, 79% use GLP-1s for weight loss, while 58% cite diabetes as a reason. This is a directional shift since the measurement in late 2024 when GLP-1 use for diabetes was much more likely. Weight loss is now the dominant reason for use in every market except one.
Implication: As markets develop and prices drop, using GLP-1s for weight loss is much more common.
2. The GLP-1 journey is becoming less linear and less medically centered.
The traditional model of doctor-led prescriptions is eroding. There is a noticeable shift from PCPs as prescribers to specialists, weight-loss clinics, and digital-first platforms. At the same time, retail and online pharmacies are playing a larger role in fulfillment. The Ozempic patent lapses this year in many markets, including China, India, and Canada. Expect a flood of injectable generic semaglutide options even in markets like the US, where generic semaglutide isn’t technically available yet.
Implication: GLP-1 is becoming a consumer-managed journey that generics will accelerate.
3. Better consumption choices are not universal.
GLP-1 drives consumption changes. In every market but China, more than 90% say they have changed some food and beverage behavior. The dominant descriptor is “better choices in food and beverage,” but it is the most common sentiment in only four of the seven markets. Elsewhere, users cite “less often” and “different tastes” most often. Not surprisingly, the categories that consumers restrict or increase vary as well. Broad consumption themes are evident: more produce, eggs, vitamins, and meat and less alcohol, candy, and bakery. Users report consuming more of approximately 11 categories and less of an another 11, indicating a broad reshaping of demand.
Implication: GLP-1 is not simply fewer calories versus better choices; it is a nuanced balance that has regional implications.
4. The GLP-1 user base is expanding but not getting any healthier.
Kantar’s research reveals four distinct user personas:
• Leaning In: Proactive, health-motivated weight-loss users
• Lighten Up: Appearance-driven, less health-engaged users
• Beat the Odds: Proactive diabetes-focused users
• Cruise Control: Doctor-led, older, more passive users
While about half of users fall into the two more proactive health-driven groups, the data shows no increase in the healthier personas versus prior waves.
Implication: Increased use of GLP-1s for weight-loss isn’t growing health-oriented behavior, creating a tension between outcomes and intent.
5. Cyclical behavior is on the horizon for GLP-1 users.
GLP-1 use is likely not a one-time engagement for many. Instead, it is a journey that may involve repeat use.
Notably:
• 43% of users worry about regaining weight once they stop taking GLP-1s.
• Nearly 40% say they would strongly consider going back on GLP-1s if their health worsens.
• Only about 25% of users hope to stop GLP-1s permanently and never return.
Implication: GLP-1s are introducing a new consumer mindset, where maintenance and repeat use are potentially embedded in the journey.
GLP-1 Takeaway: Not Just a Drug
Taken together, Kantar’s findings point to a simple but powerful conclusion: GLP-1s are not a pharmaceutical trend, but a behavior-shifting platform. For brands and retailers, that means adapting to this new system of weight loss.
For more on GLP-1, see our latest research.
Here are the top headlines from the just-released study covering the US, Mexico, Brazil, the UK, Germany, China, and India.
1. GLP-1s are now predominantly being used for weight loss.
The most important headline is the shift in use of GLP-1 medications for weight loss. Globally, 79% use GLP-1s for weight loss, while 58% cite diabetes as a reason. This is a directional shift since the measurement in late 2024 when GLP-1 use for diabetes was much more likely. Weight loss is now the dominant reason for use in every market except one.
Implication: As markets develop and prices drop, using GLP-1s for weight loss is much more common.
2. The GLP-1 journey is becoming less linear and less medically centered.
The traditional model of doctor-led prescriptions is eroding. There is a noticeable shift from PCPs as prescribers to specialists, weight-loss clinics, and digital-first platforms. At the same time, retail and online pharmacies are playing a larger role in fulfillment. The Ozempic patent lapses this year in many markets, including China, India, and Canada. Expect a flood of injectable generic semaglutide options even in markets like the US, where generic semaglutide isn’t technically available yet.
Implication: GLP-1 is becoming a consumer-managed journey that generics will accelerate.
3. Better consumption choices are not universal.
GLP-1 drives consumption changes. In every market but China, more than 90% say they have changed some food and beverage behavior. The dominant descriptor is “better choices in food and beverage,” but it is the most common sentiment in only four of the seven markets. Elsewhere, users cite “less often” and “different tastes” most often. Not surprisingly, the categories that consumers restrict or increase vary as well. Broad consumption themes are evident: more produce, eggs, vitamins, and meat and less alcohol, candy, and bakery. Users report consuming more of approximately 11 categories and less of an another 11, indicating a broad reshaping of demand.
Implication: GLP-1 is not simply fewer calories versus better choices; it is a nuanced balance that has regional implications.
4. The GLP-1 user base is expanding but not getting any healthier.
Kantar’s research reveals four distinct user personas:
• Leaning In: Proactive, health-motivated weight-loss users
• Lighten Up: Appearance-driven, less health-engaged users
• Beat the Odds: Proactive diabetes-focused users
• Cruise Control: Doctor-led, older, more passive users
While about half of users fall into the two more proactive health-driven groups, the data shows no increase in the healthier personas versus prior waves.
Implication: Increased use of GLP-1s for weight-loss isn’t growing health-oriented behavior, creating a tension between outcomes and intent.
5. Cyclical behavior is on the horizon for GLP-1 users.
GLP-1 use is likely not a one-time engagement for many. Instead, it is a journey that may involve repeat use.
Notably:
• 43% of users worry about regaining weight once they stop taking GLP-1s.
• Nearly 40% say they would strongly consider going back on GLP-1s if their health worsens.
• Only about 25% of users hope to stop GLP-1s permanently and never return.
Implication: GLP-1s are introducing a new consumer mindset, where maintenance and repeat use are potentially embedded in the journey.
GLP-1 Takeaway: Not Just a Drug
Taken together, Kantar’s findings point to a simple but powerful conclusion: GLP-1s are not a pharmaceutical trend, but a behavior-shifting platform. For brands and retailers, that means adapting to this new system of weight loss.
For more on GLP-1, see our latest research.