One in six U.S. adults ages 18 to 75 now use a GLP-1 medication, making them a mainstream force in the American grocery basket. This report combines two consumer surveys fielded in August and September 2026 with Circana household purchase data for verified GLP-1 households to answer a practical question for the meat and poultry industry: what does the GLP-1 consumer think about the role of meat and poultry in the GLP-1 lifestyle, and does their shopping behavior match what they say?
The short answer is encouraging. Protein is the single strongest food signal among GLP-1 consumers, and meat and poultry are well positioned to deliver it. The purchase data backs up the survey: GLP-1 households spend more across the store and over-index on meat and poultry. At the same time, the research shows a consumer who eats less overall, prefers portable and time-saving formats, still values indulgence, and is actively looking for guidance on what to eat.
