GLP-1 adoption grows as Australians rethink food choices

Former users continue buying more fresh produce and protein even after stopping their treatment

Australians using GLP-1 weight-loss medicines are becoming more selective and health-focused in what they consume, with effects rippling beyond their own households and into broader spending patterns, according to new research by EY.

At least one in 10 Australians are taking GLP-1. 85% of those it have become selective about what they eat and drink. 78% are prioritising higher-quality and more nutritious, high-protein food.

Meanwhile, 44% of GLP-1 users also said they are dining out less. Some 60% of GLP-1 users said their dietary changes had affected the eating habits of others in their household.

The changes appear to persist even after people stop taking the medicines. Those who have ceased GLP-1 treatment continue to buy more fresh produce, protein and non-alcoholic drinks, and fewer soft drinks, alcoholic beverages and snacks. Nearly 69% of those who have stopped say they are likely to restart treatment in the future.

EY modelling suggests up to three in ten Australian adults could adopt GLP-1 medicines within a decade, with the pace of uptake depending heavily on policy decisions around access and pricing.

In the US, EY estimates that uptake of GLP-1 could reach as much as 44% of the US adult population over the next decade, with households containing at least one GLP-1 user already reducing grocery spending by 5.5% within six months.

US fast food giant Burger King has said that it is preparing for the impact of GLP-1 by testing new menu items such as Whopper Bites and protein forward bowls to accomodate the shift in eating habits.

Within Australia, EY-Parthenon modelled three adoption scenarios. The first assumes the status quo continues, with average growth of around 0.4% per annum bottoming out at approximately 17% adult adoption.

The second assumes policy reform, with GLP-1 medicines for weight loss approved under the Pharmaceutical Benefits Scheme and released in pill format, lowering cost and increasing accessibility.

The third assumes a market breakthrough, with PBS approval expanding to cover weight loss alongside secondary conditions such as hypertension and heart disease, reducing drop-off rates as patients find the right dose over time.

“For hospitality businesses, consumers may dine out less frequently, and place greater emphasis on atmosphere and social connection,” EY said.