Like most fad diets, the impact on consumers’ and advertisers’ habits could prove fleeting.

The period between Halloween and New Years is generally a time of gluttony, not beach bodies. But rather than wait for resolutions, the promise of the near-perfect physique has become a year-round obsession thanks to the wider availability of weight loss drugs like Ozempic and Wegovy.

These prescription medications, originally designed as diabetes treatments, have found a second life as a powerful weight loss drug, sending ripples through the food industry and consumer behavior.

Data from Attain shows a significant shift in weight loss strategies among Americans, which has clear implications for marketers. Of those looking to shed pounds, 15% report using prescription medications or weight loss supplements to achieve their goals, says Madi Bradford, manager of Data Strategy, Measurement & Insights at Attain. This trend, dubbed the "Ozempic Effect," is reshaping not just bodies, but the way many foods are marketed.

‍Who's Taking the Pills?

The demographic breakdown of these weight loss drug users offers intriguing insights. Contrary to what one might expect, it's not just the young and image-conscious driving this trend. The Attain data shows that the highest concentration of users falls in the 45-54 age bracket, with an index of 124 (where 100 represents the average). The 65+ age group also shows a higher-than-average uptake at 119.

Gender-wise, women are significantly more likely to use these medications, indexing at 136 compared to men at 63. The trend also skews towards mid to high-income brackets and is more prevalent among white Americans, who index at 106.

Allen Adamson, co-founder and managing partner of the brand consultancy Metaforce, offers context for these numbers. "For years, the weight loss category has seen brands become 'hot' and fade away," he notes. "What sets Ozempic apart is its ability to deliver on its promise without relying on consumer willpower."

Changing Appetites, Changing Markets

The impact of these weight loss drugs on food consumption patterns is already evident in the purchasing habits of users. Attain's transaction data reveals clear trends in restaurant choices, clothing preferences, and grocery purchases among those using weight loss supplements.

In the restaurant sector, Attain users who reported taking prescription weight loss drugs show a clear preference for establishments offering healthier options. Chicken Salad Chick tops the list with an index of 160, followed by McAlister's Deli at 132. Even traditionally indulgent chains like Applebee's and Chili's index higher among this group, suggesting a shift towards healthier menu items at these restaurants.

Rob Canales, Chief Strategy Officer at creative agency THE 3RD EYE, cautions against predatory marketing practices targeting these consumers. "Food brands targeting these types of people can be somewhat predatory because you're jumping on people who may be chasing quick results," he warns. Instead, Canales advocates for a more ethical approach: "Ethical food brands should actually promote their natural benefits, how clean their products are, how beneficial they are, and how their products can help people long term, not by cheating their bodies, but by training them."

From Plate to Closet

The "Ozempic Effect" extends beyond the dinner table and into the closet. Clothing preferences among weight loss drug users reflect both their current bodies and their aspirations. Plus-size retailers Lane Bryant and Torrid top the list with indices of 134 and 132 respectively. 

However, athletic wear brands like Under Armour, Fabletics, and Foot Locker also index high, suggesting an increased interest in fitness among this group. Adamson notes that the impact of Ozempic "will not only impact the food industry but also apparel and according to [NYU business professor and entrepreneur] Scott Galloway, even air travel through lower-weight passengers." This wide-reaching influence underscores the profound changes that Ozempic and similar drugs are bringing to various aspects of consumer behavior and industry practices.

‍The Grocery Cart Revolution

Perhaps the most telling data comes from the CPG (Consumer Packaged Goods) brands favored by weight loss drug users. The list is dominated by health-focused brands, with Silk Almond Milk leading the pack at an index of 241. Other top brands include Naturipe Farms, Oikos, Stonyfield Organic, and Good Culture, all indexing over 175.

This shift towards healthier options presents both a challenge and an opportunity for food marketers. Adamson suggests a pragmatic approach: "The obvious first step for food brands is targeting GLP-1 users with smaller portions and of course, dropping the additive ingredients that fuel cravings and replacing them with healthier ones."

‍Fitness in Focus

Interestingly, the data also shows a trend towards home fitness among weight loss drug users. While traditional gym chains like Planet Fitness and Anytime Fitness index high, Peloton also makes the list with an index of 104. This suggests that users are combining medication with exercise in their weight loss journeys, potentially opening new avenues for marketing fitness equipment and services.

While the impact of Ozempic and similar drugs is undeniable, some experts caution against viewing it as a long-term solution. As Canales says, "I am of the belief that unless it's a ritual, it's a trend. Therefore, people seeking weight loss remedies may be the type of people that are looking for fast results in many aspects of their lives."

In that sense, while Ozempic may be reshaping the landscape now, food and fitness marketers should be prepared for the possibility that this too may be a passing trend — at least until New Year’s resolutions and summer beach weather approaches.