GLP-1 Users Cut Grocery Spending on Sweets
Households using GLP-1 medications spend less on treats, desserts and baked goods, according to new consumer data.
Updated on Nov. 4, 2026 in Spending
Live Poll
Do you choose healthier-ish treats when you shop for snacks or sweets?
A Bixa survey of grocery shoppers found 57% typically choose treats that are mostly healthy or partly better-for-you, while 43% said their usual treat was fully indulgent. Separately, Bain & Company found GLP-1 medication users spend about 3% to 4% less on groceries.
Why it matters
For households, the shift toward healthier treat choices and lower grocery spending among GLP-1 users signals that snack and dessert purchasing patterns are changing as more shoppers use these medications. Bain & Company's projection of 31% US usage by 2030 suggests this trend may affect household grocery budgets for years to come.
Among 4,300 US consumers Bain & Company surveyed in October, 20% reported using GLP-1 medications in 2026, up from 14% a year earlier. US GLP-1 users spent 6% less on desserts, candies, cookies, and bread and baked goods than non-users, while UK users spent 10% less on desserts, candies, and cookies.
The players
Bain & Company
A management consulting firm whose consumer research on GLP-1 spending is widely cited by grocers and food manufacturers planning product and pricing strategies.
Bixa
A consumer research firm whose grocery shopper surveys inform food retailers and manufacturers about changing snack and treat preferences that shape shelf prices and product assortments.
International Dairy Deli & Bakery Association
An industry trade association for dairy, deli and bakery businesses, whose member retailers set the prices and product mix shoppers encounter in their stores.
The details
Bixa surveyed grocery shoppers on behalf of the International Dairy Deli & Bakery Association and shared findings during a webinar, showing that 36% cite ingredient trends and 34% cite lifestyle trends as the top driver for choosing a treat, while 22% cite health flavors. Bain & Company's analysis of credit card transaction data from Pyxis found that reduced appetite among GLP-1 users translates into smaller grocery baskets overall, with traditional treats such as sweets and baked goods hit hardest.
Timeline
October 2026: Bain & Company surveyed 4,300 US consumers on GLP-1 use.
2026: 20% of US consumers reported having used GLP-1 medications.
2030: Bain & Company projects 31% of US consumers will have used GLP-1 medications.
Money Landscape
Bain & Company's survey showed GLP-1 medication use rising from 14% to 20% of US consumers in a single year, a pace that its 2030 projection of 31% would continue. As more households change what they buy, grocery spending patterns that once tracked broad income levels may increasingly track medication use.
If your household shops for sweets, baked goods, or snacks, the survey data suggests these categories may see softer demand as GLP-1 use grows, which could affect how retailers price and promote them. Households reviewing their grocery budgets may find it useful to track how their own treat spending changes over the coming year, and to discuss broader budget planning with a qualified financial professional.
The takeaway
Grocery spending is responding to new health trends, so tracking your own treat and snack costs over the next year can show whether your household's budget is shifting. Households weighing changes to their food budget may wish to discuss the implications with a qualified financial professional.
Further reading
For more on how everyday purchases are shifting, explore Spending coverage across We are Savers.
Source note: This article includes information reported by Foodnavigator.
Live Poll
Do you choose healthier-ish treats when you shop for snacks or sweets?
