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glp-1 medication use among canadians marks shift in wellbeing and consumption habits
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these drugs don’t just help people lose weight—they actually change their behaviours toward wellness altogether, including how they spend their money when it comes to lifestyle.
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the use of glp-1 medication to help lose or maintain weight has gained significant popularity since their inception. a new report by léger has found that eight per cent of canadians are currently using glp-1s, with as many as six per cent having interest in taking them.
these drugs mimic a natural hormone, glucagon-like peptide-1, to help regulate both appetite and blood sugar, allowing people to feel fuller for longer and to correct hunger signals that may be misfiring, causing people to feel as though they need to eat more.
while these types of drugs were initially approved for use in the treatment of type 2 diabetes, some have recently been approved for obesity as well.
the report examined the use of glp-1s in canada and the united states, and while the report looked at various aspects of use, one of the most notable is that these drugs don’t just help people lose weight—they actually change their behaviours toward wellness altogether, including how they spend their money when it comes to lifestyle.
“glp-1s are no longer just a niche health topic,” said melicent lavers-sailly, vice-president of health-care research with leger 360. “we think of glp-1s as, obviously, it’s a medication to treat or address certain diseases, but now it’s also a consumer story.”
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survey says glp-1s improve both physical and mental wellbeing
of the respondents in the survey, as many as 38 per cent noted they experienced an increase in confidence or self-image after taking glp-1 drugs, with 29 per cent saying they felt an improvement in their mental or emotional well-being and 19 per cent finding that their motivation to socialize with others also increased.
these indirect effects showcase that the drug itself might work in one area, but mental health issues faced by people living with obesity can also be helped when adequate treatment is sought.
among the other improvements in well-being, 33 per cent of people had higher energy levels, 23 per cent reported better sexual health, and 22 per cent said that they were more likely to be more active in their daily lives.
while this data doesn’t show causation between glp-1s and these self-reported improvements across various wellness areas, the changes that accompany their use underscore that “glp-1 adoption is already meaningful” in more ways than one.
“there’s a lot of people taking them right now and more who are interested, and the impact of glp-1s is showing up in baskets and behaviours, not just prescriptions,” said lavers-sailly.
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spending habits change, showcasing opportunities for retailers
self-reported wellbeing has improved for people taking these medications, but the behaviours that have changed are marking a turning point for the food and wellness industry.
according to the survey, people on these medications are now putting their money into different spaces, with 29 per cent of people spending less at restaurants and 15 per cent of people spending less at the grocery store. when it comes to alcohol, 36 per cent are spending less in that area, while 39 per cent of respondents are shelling out less cash for sugary or sweet snacks.
“people are eating less or consuming less, and that’s fewer snacks and sweets, fewer sugary drinks, less alcohol and less takeout, so that could also have some interesting implications for consumption habits and what people want more of, given that they’re having less than that,” said lavers-sailly.
the smaller consumption habits also show that cravings are no longer controlling people as they adopt more intentional consumption, with 40 per cent of respondents reporting fewer cravings for certain foods in the survey.
along with food spending, people are also putting their money towards things that are more in line with wellness, including personal and beauty products, fitness and sports equipment and apparel, and at-home entertainment, with 24, 21 and 17 per cent of people spending more in those areas, respectively.
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with consumers at the helm of spending trends and changes, retailers, grocers and other companies have an opportunity to adapt to the times.
“what does that mean for what you do want to buy if you want to capture some of those dollars?” said lavers-sailly.
she continued, “there’s always been a health movement, but this is a signal that it is a lot louder and the need is greater … it’s at least eight per cent of canadians, and those are just the people on a glp-1 in addition to other people who are already health-conscious and looking for light options or healthier options.”
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