Around 1 in 6 American households have at least one member using GLP-1 medication, Jenna Freese, director of sales strategy and enablement at Numerator, said during a presentation at the 2025 NACS State of the Industry Summit. That number is expected to grow.

These medications are “not just changing how people eat, but also changing how people are deciding when and where to pull over and make a stop,” said Freese.

So far in 2025, GLP-1 usage has rapidly grown. One in three GLP-1 users started using the medications in the period between January and March. “The timing isn’t random, right? This is post-holiday. This is in line with New Year’s resolutions, a well-studied behavioral trigger when it comes to wellness and health. … The jury’s still out on if that’s something we can expect on a seasonal basis as things become more widespread,” Freese noted.

One thing that’s not changing for GLP-1 users? According to Freese, it’s the need for convenience. What is changing is “what convenience means for them.”

You’re not alienating your core shopper. You’re broadening your appeal and closing affinity gaps.”
—Jenna Freese, director of sales strategy and enablement at Numerator

A Changing Shopping Mission

“[GLP-1 users aren’t] necessarily eating less, which is phenomenal, right? But they’re eating with more purpose, and that shift in intent is already creating leakage to mass and to grocery where healthier, portion-controlled options are a little bit more available,” Freese said.

GLP-1 households still eat outside the home. McDonald’s, Panera and Chick-fil-A are among the restaurants that are losing trips from these consumers. Meanwhile, Chipotle and Domino’s are gaining trips from GLP-1 users. “And the difference here is not just indulgence, right? Because those banners are not necessarily offering the healthiest food, but they are offering control. They’re offering protein and they’re offering customization,” Freese said. She also noted these QSRs might lend themselves better to portion control—for example, eating a slice or two of pizza and saving the rest of the pie compared to saving half of a hamburger.

“Functional ingredients, family ready meals, [these restaurants] don’t chase indulgence by any means, but they do balance it, and that’s really the new foodservice scorecard, right? It’s all about balance, especially when we’re talking about households where one person might be a GLP-1 user,” Freese said.

“This is a shopper that’s on a mission, and so it’s important that that messaging is there to let them know that you understand them, you understand their attention and you understand why they’re there,” Freese said. “They’re not spending less, but they are demanding more from what they consume. The hunger might be lower but their expectation for purpose is higher.”

Numerator data shows that GLP-1 users’ c-store trips are down when it comes to more indulgent foods, including RTD coffee, frozen desserts, chips, alcohol and candy. But trips have increased when it comes to options that support their health, such as prebiotic and probiotic soda, performance shakes, yogurt, meat snacks and kombucha.

However, 90% of GLP-1 users live in multiperson households, and multiperson households bring multiple missions into your store. “The more that your offer can meet everyone’s needs at once, the more upside there is,” Freese said.

Capturing This Customer

The shift in GLP-1 consumer behavior “challenges us to think differently about assortment, about pack sizes, about placement, even signage. It’s a chance to completely reimagine the convenience set from indulgence first to intention first,” Freese said. She explained that operators shouldn’t prepare for shrinking baskets, but instead aim to reshape or even expand baskets with smarter choices, better formats and new value cues.

Even small upgrades to your food and beverage mix can really make your offer feel more relevant, more intentional and more inclusive.”

The key difference, Freese said, between the c-stores that are resonating with GLP-1 users and those that aren’t comes down to “how quickly a banner can signal that they understand the intentionality of the GLP-1 consumer, the shift in the mission-driven trip, the shift away from sugar and oversized portions and towards control, towards function and feel-good fuel.”

C-stores should offer more high-protein and portion-aware items across both packaged and made-to-order formats. “That could mean expanding your grab-and-go sets to include things like protein bars, egg bites, jerky and low-sugar snacks, while also updating your hot and fresh menus with options like grilled proteins, build-your-own salads, wraps and customizable bowls. That flexibility, customization and portion control is really important,” said Freese.

She also noted that retailers shouldn’t overlook beverages: “Today’s shopper is looking for a lot more than just flavor and caffeine. Consider adding drinks that support hydration, support energy or appetite control. Think things like electrolyte boosters, protein shakes or fiber-enhanced beverages.”

Many of these better-for-you options are already in your stores. The opportunity lies in how you’re presenting them to your customers, Freese said. She suggested retailers build intuitive, clearly merchandised food sets that align with the real-world decisions shoppers are making.

“For choices on the go, maybe these items go together in a ‘light-and-energizing’ section full of feel-good options for when someone wants to eat lighter, maybe egg bites, Greek yogurt, fruit, smaller wraps. Then maybe there’s ‘functional fuel.’”

She suggested that operators “use language that focuses on fuel, balance and control. Encourage balanced baskets, not just single, healthy items,” Freese added.

In the short-term, retailers can look into capturing this customer with their menu and product mix. Freese stated that operators can update their assortment and that small changes can go a long way. “Rethink your portion sizes and your pack sizes, and introduce better-for-you options that don’t necessarily sacrifice taste or convenience.”

In the mid-term, Freese said, the focus is on the full household. “GLP-1 users don’t shop in isolation. … Their habits are influencing the rest of their household, and success here means expanding your offer to meet blended missions: fresh portion-conscious choices for the GLP-1 consumer, classic favorites for everyone else.”