This is just a glimpse of the GLP-1 insights available to CivicScience clients. Want to see the full picture? Access the report.
From retail to food service, Ozempic is disrupting industries as more Americans turn to GLP-1 drugs for weight loss. The fast-food industry, in particular, is feeling the effects of these changes in consumer behavior. CivicScience data from earlier this year show that 60% of GLP-1 users have changed their dining habits since starting the medication. As these consumers choose smaller portions, healthier options, and fewer meals, quick-service restaurants (QSRs) must adapt to these evolving preferences to stay competitive.
Tapping into CivicScience’s InsightStore database of over 150K crossable questions shows key ways in which Ozempic/GLP-1 drugs for weight loss are changing consumer behavior.
1. As dining out declines among GLP-1 users, fast-food restaurants remain the top choice.
According to CivicScience’s monthly GLP-1 Consumer Tracker, dining out is declining among GLP-1 users across all types of restaurants as they become more likely to cook at home. However, when they do decide to eat out, fast-food restaurants remain their top choice – yet this figure has been declining since mid-January. Conversely, dining at upscale restaurants has fallen to the lowest level since tracking started last October, a trend also seen among the broader U.S. population of diners.
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2. Value menus win among GLP-1 users.
Perhaps as a result of declining interest in dining out, additional report data show that anticipated spending at restaurants among GLP-1 users has fallen slightly from July to August. Instead, they are be spending more in areas such as travel, groceries, and bars. (Access the full report to see the whole picture here.)
This aligns with additional CivicScience data from the last six months showing that GLP-1 users are 15 percentage points more likely than the Gen Pop to say they’re interested in eating value menu items from fast-food restaurants.
3. Chick-fil-A leads with the highest percentage of GLP-1 users.
A close look at CivicScience’s ongoing data collection of QSRs shows that GLP-1 users are more likely to frequent some restaurants more than others. For example, among five chains studied, Chick-fil-A is likely to have the highest percentage of current Ozempic users (68% of GLP-1 users are favorable to the restaurant), followed by Pizza Hut (59%), Domino’s (54%), and Chipotle (38%)– all of which outpace the percentage of Americans favorable to each brand. Whereas, Ozempic users are less likely to be customers of Subway (38%) than the Gen Pop.
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With GLP-1 users being more favorable to restaurants such as Chick-fil-A, Pizza Hut, and Domino’s than the Gen Pop, QSRs will benefit from keeping a pulse on these consumers, given their likelihood to dine out less, alter their eating habits, spend less at QSRs, and choose value menu options. To get the full picture each month, access CivicScience’s GLP-1 consumer tracker here – or if you’d like to see these insights through the lens of your brand, get in touch.
