GLP-1 medications are driving increased consumer spending, according to a new report from The Consumer Collective, a consumer insights and advisory firm. In its report, “How America Spends on Fitness,” a field report on U.S. fitness and well-being spending, the firm found consumers taking GLP-1 medications spend $449 a month on fitness across categories, compared with $120 a month for non-users.
GLP-1 users are more likely to pay for a gym membership, with 81 percent holding memberships compared with 43 percent of non-users. They also spend more on personal training, supplements and recovery. The report found GLP-1 users are walking more, doing more cardio and eating more protein.
“Fitness is one of the most important categories to consumers right now, but it’s also an area where they tighten spending when things get tough. This report identifies shifting consumer habits and bright spots where spending is likely to remain fairly steady,” said Allison Collins, co-founder of The Consumer Collective.
At the same time, GLP-1 users say they are eating out, snacking and drinking alcohol less than they did before starting the medication. They also report spending more at the grocery store even as restaurant and snack spending declines, pointing to a shift toward higher-quality food rather than simply eating less.
Clothing is another related spending driver. Nearly two-thirds (63.4 percent) of GLP-1 users report buying new clothes because of weight changes, and more than two-thirds have dropped at least two sizes.
The report found 25 percent of consumers surveyed have taken a GLP-1 medication at some point, while 15 percent are currently taking one. Weight loss is the primary reason cited, at 61.8 percent, followed by diabetes and prediabetes management.
Beyond GLP-1 use, the report found health motivations are outpacing appearance-driven ones across the board. Seventy percent of consumers say their focus on health is higher than it was a year ago. Sleep (87 percent) and mental well-being (86 percent) now rank above physical fitness (68 percent) and healthy eating (66 percent) as top consumer priorities. Millennials lead both trends, spending $345 a month on fitness, the highest of any generation. They also report the highest GLP-1 usage rate, at 29 percent.
