There’s no doubt that GLP-1 weight loss drugs like Ozempic and Wegovy are changing consumers’ relationship with food. But the way that’s changing can vary according to age.
In new research released by Jacksonville, Florida-based Acosta Group, a collective of retail, marketing and foodservice agencies, 34% of consumers say they are dining out less—bad news for restaurants. But 48% of Gen Z and Millennials are actually dining out more—although they are ordering differently.
Younger restaurant guests say they are being more mindful of what they order, with 42% reporting that they are more frequently sharing an entrée.
“The behavioral profile of a GLP-1 user closely aligns with trends that are already gaining momentum with Gen Z—smaller portions, higher protein, more fiber and greater nutrient density," said Betty Kaufman, director of strategy for San Francisco-based The Culinary Edge, part of CORE Foodservice, an Acosta Group agency. GLP-1s are not creating new preferences as much as accelerating and reinforcing ones that are already taking shape, she added.
Restaurants are responding to these trends, downsizing portions to expand the “Bites” and “Small Plates” sections of menus, boosting protein and fiber and playing up functional ingredients. With the lower cost and wider availability of GLP-1 drugs in pill form, more restaurant companies are devising menu strategies to get on board. In the latest round of earnings calls, GLP-1s were part of the conversation among some of the country’s largest chains.
Acosta Group is not the only researcher currently digging into the effect of these weight loss drugs on dining out. This week, Chicago-based William Blair Equity Research released a report “Restaurants and GLP-1s: Proprietary Survey Suggests Modest Impact on Restaurant Spending.” The findings reflect similar generational behavior.
In their survey of 300 GLP-1 users, roughly 70% reported eating smaller portion sizes at restaurants, and nearlyhalf (48%) indicated they would increase restaurant frequency if smaller portion sizes wereoffered, with the latter especially pronounced for younger (under 45-years old) consumers.
The good news is that even a doubling of GLP-1 usage over the next five years would impact restaurant industry sales growth by less than 1% and traffic by about 5%, the report concludes.
“We also believe restaurants’ inherent agility could serve as a strong buffer, with the ability to react quickly to evolving consumer preferences with menu and portion changes,” said Sharon Zackfia, the report’s author, in a statement. “In fact, we may already be seeing this come to fruition, given a much more muted impact on restaurant spend for GLP-1 users versus our initial survey in 2024.”
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