What happens when appetite stops driving consumer choices?

Appetite is changing. So is the food economy. 

For decades, the food and grocery industry largely relied on a simple assumption: appetite drives consumption. 

But a fast-growing class of medicines known as GLP-1 receptor agonists is beginning to challenge this. 

Glucagon-like peptide-1 (GLP-1) receptor agonists are medicines that mimic a natural hormone that regulates appetite and blood sugar. Originally developed to treat type 2 diabetes, newer GLP-1 formulations – including Ozempic, Mounjaro and Wegovy – are now widely prescribed for weight management. 

The World Health Organization (WHO) estimates more than one billion people worldwide are living with obesity, with the number expected to rise sharply by 2030. In December 2025, WHO released its first global guideline supporting the use of GLP-1 medicines to treat obesity.¹ 

New EY research suggests people using GLP-1 medicines are becoming more selective, more health-focused and more intentional in what they consume.  

They are not simply eating and drinking less. They are choosing to consume

From prescription to pantry

Our survey of more than 9,200 Australian adults in early 2026 found a more intentional, health-focused cohort of shoppers is emerging. Fresh, protein-rich and health-oriented foods are heading to the checkout, while alcohol, snacks and processed products are being left on the shelf.

In fact, 60% of GLP-1 users told us their dietary changes had affected the eating habits of others in their household. Here’s what people told us:

• “I shifted grocery purchases toward healthier options such as fruits, vegetables, lean proteins, and reduced purchases of processed and snack foods. This change influenced the eating habits of others in the household.”
• “I bought smaller portions, fewer snacks and sweets, and more high-protein, fresh foods, which led others in my household to snack less and eat simpler meals.”
• “I started buying healthier foods like more vegetables, whole grains and lean proteins. This influenced others in my household to also choose these healthier options and reduce snacks or sugary foods.”

The person doing the shopping chooses what is stocked in the pantry and served on the dinner plate – and even after stopping GLP-1, people tend to continue buying more fresh produce, protein and non-alcoholic drinks, and purchase fewer soft drinks, alcoholic beverages and snacks.

What’s more, nearly three quarters (69%) of those who have stopped taking GLP-1s say they are likely to restart treatment in the future

Where the trendline points 

EY modellings suggest up to 3 in 10 Australians adults could adopt GLP-1 medicines within a decade. 

The United States offers the clearest early blueprint of how GLP-1 adoption could unfold in Australia. EY research in the US indicates that uptake could reach as much as 44% of the US adult population over the next decade. The effects are already visible: households with at least one GLP-1 user reduced grocery spending by 5.5% within six months.²

Within Australia, adoption could accelerate significantly as access expands, prices fall and new formulations enter the market. 

Policy decisions are likely to play a major role in shaping the pace and scale of uptake. 

To explore how uptake may evolve, EY-Parthenon modelled three scenarios:

• Scenario A – Status quo continues with an average growth rate of about 0.4% per annum, bottoming out at around 17% of adoption amongst adults.
• Scenario B – Policy reform: GLP-1 for weight loss is approved for the Pharmaceutical Benefits Scheme (PBS) and released in pill format, lowering cost and increasing accessibility, with growing clinical confidence supported by evidence from the Therapeutic Goods Administration.
• Scenario C – Market breakthrough: PBS approval expands GLP-1 use to include weight loss and secondary morbidities, such as hypertension and heart disease. As patients find the right dose over time, they are more likely to stay on treatment, reducing drop-off rates.

The confidence economy 

The effects of GLP-1 use ripple well beyond the grocery aisle. As people lose weight and feel healthier, many report a lift in confidence. That shift influences purchasing decisions across categories from clothing to dining out to personal care. For example: 

• For fashion retailers, changing body confidence and rapid size transitions are likely to drive demand for wardrobe refreshes, flexible sizing and fit-focused shopping. 
• For hospitality businesses, consumers may dine out less frequently, and place greater emphasis on atmosphere and social connection. 
• For beauty and personal care brands, growing interest in skincare, grooming and self-presentation may reshape product development. 
• For health and wellness businesses, the shift may extend beyond weight management into demand for preventative health and functional products. 

The key takeaway? The impact of GLP-1 medicines extends far beyond the grocery trolley. As people lose weight and experience improvements in their health and wellbeing, many begin to rethink other aspects of their lives.