Ozempic Economy Index | GLP-1 Adoption and Impact on Food & Beverage Spend Across Mid-Sized Cities | 15+ Demographic and Category KPIs

This data provides a comprehensive view of how the growing use of GLP-1 medications such as Ozempic, Wegovy, and Mounjaro is influencing food and beverage consumption across mid-sized cities in North America. It uncovers the behavioral and economic ripple effects of a rapidly expanding health trend, giving consumer brands, retailers, and investors the ability to measure, anticipate, and adapt to shifting demand patterns. As part of a larger platform of global consumer insights, this data is designed to be both region-specific and globally scalable, enabling benchmarking across cities, categories, and demographics worldwide. At the center of this work is the recognition that the adoption of GLP-1s is no longer a niche health issue—it has become a mainstream factor reshaping household budgets, eating habits, and retail sales. Millions of consumers now report weight-loss and appetite management effects that directly alter how much they purchase, how often they dine out, and which categories they prioritize. For the food and beverage industry, the impact is structural. The question is not whether demand will change, but by how much, in which categories, and among which segments of the population. The data captures the percentage of consumers in each city currently on GLP-1s and quantifies the corresponding reduction in spending across four major food and beverage categories: snacks, beverages, fast food, and groceries. By breaking down the impact at this level, the data highlights where the steepest cutbacks are occurring and how they differ by market context. Snacks and beverages may show discretionary pullbacks, while grocery staples can reveal subtler, long-term consumption declines. Fast food spend, often linked to convenience and impulse behavior, can serve as a leading indicator of shifting routines. This category-specific visibility ensures that brands can adjust strategy not only at the portfolio level but also within each business unit. Geographically, the coverage focuses on ten mid-sized North American cities, including Austin, Denver, Charlotte, Portland, San Antonio, Ottawa, Calgary, Guadalajara, Tijuana, and Puebla. These urban centers are chosen to complement insights already available from major hubs like New York or Mexico City. They represent diverse economies and consumer profiles, from tech-driven cities with younger populations to more traditional centers with multigenerational households. This makes the data particularly valuable for brands aiming to expand beyond top-tier markets and understand the broader regional picture. The demographic detail enriches the picture further. Each record in the data is tied to age group (Gen Z, Millennials, Gen X, Boomers), income bracket (low, middle, high), and household type (single, couple, family with children, multi-generational). This allows users to isolate how different population segments respond to GLP-1 adoption. For instance, middle-income families may register sharper reductions in grocery and snack purchases, while high-income singles could show steadier spend but with different category reallocations. These contrasts reveal the complexity of the Ozempic economy: its effects are not uniform but filtered through demographic and socioeconomic contexts. The use cases for this data are wide-ranging. For FMCG brands, it signals where demand erosion is most pronounced and where portfolio adjustments or innovation are required. Retailers can use it to recalibrate inventory and assortment planning, ensuring they are not overstocked in categories where consumption is structurally declining. Food service operators gain insight into how reduced appetite translates into lower frequency of dining out and what that means for long-term revenue projections. Investors can track which categories, companies, and geographies are most exposed to GLP-1-related demand shifts, and which may benefit from adjacency opportunities such as health and wellness products. The implications also extend to marketing. Traditional advertising may struggle to stimulate demand when appetite itself is suppressed. Instead, marketers must explore new strategies that align with evolving consumer priorities—smaller portion sizes, healthier alternatives, or bundling strategies that deliver value even in a lower-consumption environment. Understanding the demographic makeup of GLP-1 adoption provides a critical edge here, ensuring campaigns are targeted at the right segments with the right message. Because this data is built on zero-party input directly from consumers, it provides an authentic and unfiltered signal of how real people are adjusting their behavior. It is not modeled or inferred from secondary sales data alone, which often lags behind shifts already happening in households. Instead, it reflects what consumers report about their own usage of GLP-1s and the tangible impact on their food and beverage spending. This immediacy is what makes the data so powerful: it captures the present reality of a rapidly unfolding trend rather than a retrospective view. The power of this data grows when viewed as part of the larger platform. Beyond North America, the same framework can be applied across Latin America, Europe, Africa, and Asia, allowing global stakeholders to compare how GLP-1 adoption is playing out in different cultural and economic contexts. In some regions, adoption may be slower but highly concentrated in affluent segments, while in others it may spread more broadly across demographics. The platform makes it possible to compare a mid-sized U.S. city to an emerging market hub, providing unmatched visibility into global consumption dynamics. Ultimately, this data provides more than descriptive statistics—it enables foresight. By knowing the percentage of consumers adopting GLP-1s, the categories most affected, and the demographics driving the trend, businesses can anticipate demand shifts before they show up in quarterly reports. They can reallocate resources, redesign product strategies, and mitigate risks well in advance. They can also identify opportunities for innovation, whether in adjacent health categories, portion-controlled products, or entirely new offerings tailored to consumers whose appetite has been fundamentally reshaped. The Ozempic economy is here to stay. For some industries, it represents a challenge. For others, an opportunity. For all, it requires data-driven clarity. This data delivers that clarity, giving decision-makers the visibility they need across cities, categories, and consumer profiles. Within the larger platform, it becomes a cornerstone of global insight into how health innovations ripple across markets, reshaping the very fabric of demand.