GLP-1 and the Future of CPG Advertising

The rise of GLP-1 medications for weight loss and diabetes management is causing a ripple effect across many industries, and the CPG world is no exception. As consumer shopping habits evolve in response to these headline-making medications, CPG brand marketers should adapt their ad targeting strategies to stay ahead of the curve. 

At AdAdapted, we're uniquely positioned to help brands navigate the impact of GLP-1s by leveraging real-time insights into consumer shopping behavior. We’re diving deep into our proprietary data to explore this hot topic, sharing actionable insights on the latest shifting behaviors impacting brands. Let’s dig in! 

Understanding the GLP-1 Effect

A quick background: GLP-1 (glucagon-like peptide-1) medications mimic a naturally occurring hormone that helps regulate blood sugar and appetite. These medications have gained significant popularity for their effectiveness in weight loss and managing type 2 diabetes. Some of the impacts on consumer behavior include:

• Changes in Food Preferences: GLP-1 users may experience a change in food cravings and overall food preferences shifts. This can lead to reduced consumption of sugary drinks, processed foods, and extra snacks.
• Increased Focus on Healthier Options: As GLP-1 users prioritize healthier choices, they may gravitate towards fresh produce, lean proteins, and whole grains. For example, Food Dive reports that Danone has seen a recent spike in yogurt sales among GLP-1 users. 
• Smaller Portion Sizes: GLP-1 medications can induce feelings of fullness, resulting in users eating smaller portions and potentially taking less frequent grocery shopping trips.

AdAdapted's Advantage: Data-Driven Insights into GLP-1 Pre-Shop Behavior

AdAdapted's privacy-compliant access to real-time shopping list and cart data allows us to create the unique targeting profile of a GLP-1 user audience. Our recent analysis of this group comparing spring to summer shopping patterns against average shopper behavior reveals some fascinating insights among key health-focused categories below.

Key Findings from Our GLP-1 Shopper Analysis:

• Teas, Please: GLP-1 shoppers increased their tea and infusions interest (as measured by items added to lists and carts) 12.25% from spring to summer, significantly higher than the 3.05% increase seen in the general population. This suggests a greater interest in functional non-fruit beverages with potential health benefits.
  
  
• Yogurt Uptick: While the general population yogurt shopper intent decreased by 7.09%, GLP-1 shoppers increased their yogurt-buying intent by 6.35%—a remarkable 13.44% difference in behavior. This reinforces Food Dive's observation about Danone's spike in yogurt sales among GLP-1 users.
  
  
• Nutrient-Dense Produce: GLP-1 shoppers increased their list- and cart-adds of fresh and frozen berries by 20.51%, substantially higher than the 6.24% increase in the general population. This 14.27% gap indicates a stronger preference for nutrient-dense, lower-calorie fruits.
  
  
• Plant-Based Proteins: One of the most dramatic differences was in the tofu, soy, and vegetarian products category, where GLP-1 shoppers increased pre-shop intent to purchase by 23.31% while the general population decreased interest by 5.33%—a 28.64% behavioral gap.
  
  
• Fitness Supplements: GLP-1 shoppers increased their sports food and supplements pre-shop intent by 5.62%, compared to just a 1.50% increase among all shoppers. This suggests GLP-1 users may focus more on complementing their weight management with fitness support products.
  

Actionable Strategies for CPG Brands

Here's how CPG brands can leverage AdAdapted's capabilities to adapt to the GLP-1 landscape:

• Promote Health-Conscious Product Lines: Highlight products that align with the preferences of GLP-1 users, particularly in the categories showing significant growth: teas, yogurts, berries, plant-based proteins, and sports supplements.
  
  
• Adjust Messaging: Focus on messaging emphasizing health benefits, portion control, and mindful eating that resonates with GLP-1 users. Our data shows these consumers are actively seeking healthier alternatives.
  
  
• Refine Targeting: Utilize AdAdapted's real-time shopping data to target consumers actively demonstrating behaviors aligned with GLP-1 users, such as adding more yogurt, berries, and plant-based proteins to their lists.
  
  
• Embrace Shoppable Media: Integrate shoppable media into your advertising strategy to make it easy for consumers to purchase your products, especially for categories showing growth among GLP-1 users.
  
  

The Future of CPG Marketing

The rise of GLP-1 medications presents both challenges and opportunities for CPG brands. By understanding consumers' evolving needs and leveraging AdAdapted's real-time shopping insights, brands can effectively navigate this changing landscape and create impactful marketing campaigns that resonate with health-minded shoppers.

Our data demonstrates that GLP-1 shoppers are making distinctly different choices than the general population, particularly in categories associated with health and wellness. This nuanced understanding of shopping behavior allows brands to position their products appropriately for this growing consumer segment.

Ready to adapt your CPG marketing strategy to the GLP-1 era? Contact AdAdapted today to learn how we can help you achieve your goals.