The trend: Chocolate sales are growing faster among households with GLP-1 users than among the general population, according to Swiss chocolatier Lindt & Sprüngli, citing Circana data.

• As of February, 15% of US households had members on GLP-1s, accounting for 17.5% of chocolate sales.
• US GLP-1 users spent almost 17% more on premium chocolate in 2025, compared with a 6.5% increase among non-users.

The trend is notable given that GLP-1 users typically spend 4% less on groceries in the first six months after they start taking the drugs, per Bain & Company.

Why it matters: GLP-1 users’ affinity for chocolate is good news for Lindt, Mondelez, and other companies whose business relies on the sale of indulgent treats like candy and snacks. In particular, those consumers’ preference for premium products presents a golden opportunity for CPG companies as they grapple with softer spending and increased private-label competition.

However, their willingness to indulge shouldn’t stop food companies from adjusting their portfolios to be more GLP-1 friendly, especially as the drugs become cheaper and more accessible.

• Circana expects households with GLP-1 users to account for 35% of all food and beverage unit sales by 2030, driven by growing reliance on the drug for weight management.
• A separate analysis by J.P. Morgan Global Research forecasts 25 million US GLP-1 users by 2030, a five-fold increase from 2023.

Happily for foodmakers, many of the changes needed to appeal to consumers on GLP-1s also fit squarely with consumers’ growing obsession with health and wellness. Both GLP-1 users and the broader public are looking for high-protein and high-fiber options, leading to soaring meat sales and a flurry of products aimed at tapping into the “fibermaxxing” trend.

• Growing meat intake from GLP-1 users—along with higher unit sales from Gen Z and millennials—drove meat sales to a record high of $111.9 billion in 2025, a 7% increase YoY, per a report by the Meat Institute and FMI—The Food Industry Association.
• PepsiCo CEO Ramon Laguarta expects fiber to be “the next protein,” and is adjusting the company’s portfolio accordingly by introducing Smartfood Fiber Pop, SunChips Fiber, and a prebiotic cola, among other products.

Implications for the food industry: While weight loss drugs are one of many factors reshaping food, their influence is poised to be long-lasting.

Consumers on GLP-1s are more intentional about what they buy, prioritizing foods that offer nutritional benefits like protein and fiber. Companies that highlight those benefits on their packaging or in their marketing stand a better chance of getting those shoppers’ attention, given that roughly half of GLP-1 users report paying closer attention to food labels since starting the medication, according to a February 2025 survey by Toluna.

Rising GLP-1 usage also has repercussions for the restaurant industry—although, as with confectionery, the risks may be overblown. Separate reports from Circana and Numerator point to an increase in restaurant spending among GLP-1 users, even in sectors like fast food that would appear to be more vulnerable to the growing popularity of weight loss drugs. While there are numerous theories for why this is the case, the more important takeaway is that restaurants and CPG companies that cater to those customers’ desire for smaller, healthier portions can continue to grow sales, even as appetites shrink.