As the popularity of GLP-1 medications surges in the United States, fast food chains are finding new ways to meet the shifting demands of consumers. With a significant rise in the number of individuals using these weight-loss drugs, the industry is evolving to align with healthier eating practices while still catering to traditional appetites.
The GLP-1 Boom: A New Era for Weight Management
The landscape of weight management in America is rapidly changing, largely due to the increasing use of GLP-1 medications such as Ozempic and Wegovy. Novo Nordisk, the pharmaceutical giant behind these drugs, reported an impressive $31.1 billion in revenue from their GLP-1 products in 2024, a significant increase from $11.9 billion just two years prior. This growth underscores the profound impact these medications are having on consumer behaviour, with one in eight American adults now relying on them for weight loss or management of chronic conditions, as noted by the Kaiser Family Foundation (KFF).
Recent data shows that the percentage of Americans taking GLP-1 medications has doubled from 6% to 12% between May 2024 and November 2025. While these medications are known for suppressing appetite, research indicates that users are still dining out frequently. A report from Data Essential revealed that 97% of GLP-1 users eat at food venues at least once a month, with over 76% doing so weekly.
Fast Food: A Changing Landscape
The fast food sector, valued at nearly $418 billion in the U.S. last year, is keenly aware of the changing dietary habits among consumers. As the appetite for healthier options grows, chains are responding by revamping their menus to offer smaller portions and more nutrient-dense items. Whitney Stuart, a registered dietitian and diabetes educator, emphasises that although the fast food model remains deeply embedded in American culture, there is a noticeable shift towards health-conscious offerings.
Chipotle has taken proactive steps by introducing a “protein cup” priced between £3.80 and £4.55, boasting 32 grams of protein from fresh grilled chicken. This initiative aims to attract health-focused customers, including those on GLP-1 medications. Scott Boatwright, Chipotle’s CEO, highlighted that the pricing strategy is designed to make the brand accessible to those seeking alternative dietary options without compromising on quality.
Similarly, Smoothie King launched a dedicated “GLP-1 Support menu” in October 2024, featuring health-oriented choices like the “Slim N’Trim” green smoothie, which combines kale, ginger, and spinach. This menu is tailored for individuals using GLP-1 medications to assist in their weight management goals.
Strategic Marketing and Consumer Engagement
Fast food brands are not only adjusting their menus but are also rethinking their marketing strategies to appeal to the growing demographic of GLP-1 users. Mike Haracz, a culinary expert and former McDonald’s manager, highlighted the importance of attracting customers through tailored marketing campaigns that resonate with health-conscious individuals. He noted that many consumers are now more inclined to choose restaurants that offer flexible portion sizes, with 59% of the general public and 73% of GLP-1 users expressing a preference for innovative dining options.
Despite the calorie-reducing effects of GLP-1 medications, many users report feeling satisfied with smaller portions. Social media influencers, like TikTok user Shayla Kay, who has lost 80 pounds since starting her GLP-1 journey, have shared their experiences of enjoying smaller meals without sacrificing satisfaction. This shift in consumer mindset presents both a challenge and an opportunity for fast food companies as they navigate the evolving market landscape.
A Long-Term Shift in Consumer Behaviour
As the GLP-1 market is projected to reach $150 billion by 2030, industry analysts are recognising the potential long-term impact of these weight-loss medications. Historical trends indicate that the fast food sector has previously adapted to dietary fads, such as the low-carb options during the Atkins diet craze. However, the current shift towards GLP-1 medications may signify a more profound transformation in consumer priorities and health consciousness.
Sally Lyons Wyatt, a leading advisor for consumer goods and foodservice insights at Circana, emphasised the necessity for retailers and manufacturers to stay attuned to these rapidly evolving trends. The fast food industry must innovate and adapt to maintain relevance in a market increasingly characterised by health-centric choices.
Why it Matters
The rise of GLP-1 medications marks a significant turning point not only for individuals seeking effective weight management solutions but also for the fast food industry itself. As consumer preferences shift towards healthier options, fast food chains must adapt to survive in a competitive landscape. This evolution reflects a broader societal movement towards prioritising health and wellness, underscoring the importance of responsive marketing and menu innovation in meeting the needs of today’s consumers. The implications of this shift extend beyond the fast food sector, influencing a wide array of industries and shaping the future of eating habits in America.
