GLP-1 consumer insights: understanding the human side of behavioural change
A new era of appetite, identity, and consumption
A quiet but profound revolution is underway in how people think about food, health, and themselves – driven by GLP-1 medications like Ozempic or Mounjaro. What began as a medical intervention for weight management has evolved into a cultural turning point, reshaping not only what people eat but how they relate to eating itself.
For many, these treatments bring relief, balance, and a renewed sense of control. Yet the impact runs deeper than appetite. As hunger softens and cravings fade, people often describe an unfamiliar distance from food – a feeling of calm detachment that can be both liberating and unsettling. Shared meals lose their centrality; emotional connections between nourishment, comfort, and reward begin to reconfigure.
These personal transformations ripple outward into daily life – influencing how people shop, exercise, and socialise, and altering self-perception, confidence, and even professional identity. GLP-1 consumer insights reveal not only new habits, but an entirely new way of thinking about self and satisfaction.
Why GLP-1 consumer insights matter
At first glance, the impact of GLP-1 seems purely behavioural – smaller baskets, fewer snacks, more functional food choices. But these data points only tell part of the story.
What’s missing is why. Why do people feel calmer yet more detached from food? Why does social dining feel different? Why does confidence increase for some, while others feel disoriented by change?
That’s the value of GLP-1 consumer insights. They uncover the human story behind shifting behaviours – revealing the emotions, identity shifts, and lived experiences driving the numbers. Understanding these motivations gives brands, researchers, and retailers the context they need to adapt meaningfully.
Exploring GLP-1 behavioural change in context
The behavioural effects of GLP-1 extend far beyond appetite suppression. Food becomes more functional than emotional. Impulse categories such as snacks, desserts, or alcohol decline, while interest in hydration, supplements, and fitness grows.
But this isn’t simply about consumption. It’s about values. Control, balance, and wellbeing are replacing indulgence as guiding principles of modern living. For some, this means freedom; for others, a loss of pleasure or spontaneity.
This is what makes GLP-1 consumer insights so powerful – they capture nuance. They show how the same medication can trigger empowerment in one person and emotional disconnection in another. These lived experiences explain not just what is changing, but how it feels to change.
How Indeemo captures GLP-1 consumer insights
Understanding transformation requires more than interviews or surveys. It demands observation in context, over time, and through the participant’s own eyes. Indeemo enables exactly this.
Using mobile ethnography and diary-based research, participants share reflections from their real lives – at home, in shops, at the table, or on a walk. Over days and weeks, these moments form a living narrative of transformation.
This approach turns research into empathy. Instead of extracting answers, Indeemo helps participants tell stories. Those stories – authentic, emotional, and grounded in context – illuminate the human side of GLP-1 behavioural change in a way no dashboard ever could.
What GLP-1 consumer insights mean for brands and retailers
GLP-1 medications signal more than a health trend – they represent a deep shift in identity, motivation, and value systems. For organisations trying to stay relevant, the opportunity lies in empathy-led understanding.
Brands in food, beverage, and wellness can design communication and products that align with new consumer values of moderation, function, and self-control.
Retailers can anticipate smaller, more purposeful baskets and new shopping missions centred on wellbeing.
Healthcare and wellness professionals can better support people through both the emotional and physical aspects of transformation.
By grounding decisions in GLP-1 consumer insights, organisations can move beyond reactive strategy to meaningful understanding – meeting consumers where they truly are.
The Indeemo perspective
At Indeemo, we believe the most meaningful insights come from lived experience. Behavioural change is never linear – it’s layered with emotion, identity, and context.
GLP-1 is reshaping all of these at once. To truly grasp its impact, we must go beyond data and into the human experience behind it. Indeemo empowers researchers and brands to see that world – in context, over time, and through the participant’s own lens.
Because while basket analysis shows the what, Indeemo reveals the why – bringing you closer to how GLP-1 users are really living, eating, and feeling.
See what GLP-1 consumer insights can reveal for your brand
The GLP-1 revolution is changing the way people eat, shop, and think about themselves. At Indeemo, we help brands and researchers understand this transformation through authentic, in-context human stories.