GLP-1 users are not abandoning restaurants but are significantly altering their ordering behaviors, according to research firm Circana.

“A detailed analysis of consumer restaurant habits during their first year on the medication shows that while visit frequency remains stable, what they choose to eat is evolving, presenting new opportunities for the foodservice industry. Circana's research… found that GLP-1 users decrease the average number of items ordered per trip by 1%,” the firm reported.

The research revealed GLP-1 users tend to order more main dishes and fewer sides, snacks and breads. This group “shows a strong preference for healthier choices, with 63% actively seeking more vegetables and 55% seeking more fruit. Consequently, nutrient-dense items like smoothies are a top-growing category. To better serve this audience, restaurants can clearly label ‘lighter options’ or highlight healthy options on their menus,” Circana said.

Circana suggests that restaurants can encourage add-on purchases by offering smaller, more tailored portion options.

Meanwhile, packaging on snacks and meals with “GLP-1 Friendly” labels are becoming more common in U.S. supermarkets as a growing number of Americans try weight-loss drugs like Ozempic, reported The Associated Press.

“But the labels aren’t regulated by the U.S. Food and Drug Administration, unlike the popular medications themselves. Dieticians say people taking GLP-1 drugs need to read ingredient lists and talk to experts about what nutrients they need—and don’t need,” wrote the outlet.

“A drug does not educate you on how to eat properly,” said Suzy Badaracco, a registered dietitian and president of the food trends forecasting firm Culinary Tides. “You’re not magically going to be educated—without a doctor’s help—to eat healthy.”

Around 1 in 6 American households have at least one member using GLP-1 medication, Jenna Freese, director of sales strategy and enablement at Numerator, said during a presentation at the 2025 NACS State of the Industry Summit. Read more about how to attract the GLP-1 shopper in the June 2025 issue of NACS Magazine article “Targeting the GLP-1 Shopper.”