Meat remains on GLP-1 consumers’ platesMeat remains on GLP-1 consumers’ plates
Younger males taking medications, like Ozempic and Wegovy, are consuming beef and pork more frequently than non-users.

Since glucagon-like peptide-1 receptor agonists were released into the market, the U.S. food industry has been striving to offer new products tailored to consumers who take the medication, marketing them as “GLP-1 friendly” and high in protein, low in calories. Fortunately for the animal protein industry, a new marketing campaign centered around GLP-1users doesn’t seem to be needed anytime soon.
According to a new Meat Demand Monitor study, “Protein in the GLP-1 Era,” animal protein consumption frequency is remarkably higher among GLP-1 users compared to non-users.
Medications, like Ozempic and Wegovy, are used to treat type 2 diabetes, but GLP-1s also suppress appetite and improve satiety, making them an attractive method for losing weight. According to public polling, between 6% and 12% of U.S. adults have at one point used a GLP-1 medication.
Of the 16,064 MDM respondents, around 14% indicated that they were currently taking a GLP-1 to aid in weight loss or treat diabetes. Thirty-eight percent of GLP-1 users that responded were female, while 62% were male. The authors noted that not only are GLP-1 users more frequently male, but they are also more likely to be under the age of 45, higher income and with larger household sizes.
According to Glynn Tonsor, Kansas State University agricultural economics professor and co-author of the report, this latest study aligns with prior MDM surveys that indicate this demographic group consumes beef and pork more frequently than others. It also correlates with a previous MDM fitness-driven consumer purchase study.
“Those on a GLP-1, or who report intentionally including protein consumption in their personal health/fitness goals, include less price sensitivity and elevated roles of non-price (nutrition, convenience, taste) in their decision making,” Tonsor says. “This of course suggests that if/when prices on meat items increase (say from higher feed costs or any other production cost increases) that both these groups are less likely to reduce purchasing than others.”
Justin Bina, assistant professor in the Morrison School of Agribusiness at Arizona State University and co-author of the report, says this is just the beginning of their research in this area as the duo plans to examine the causal effects of GLP-1 use on consumer behavior as well.
“There are certain sociodemographic factors underlying all the observed physical exercise and GLP-1 impacts on meat purchasing/consumption behavior,” Bina says.
When it comes to prior day protein consumption, U.S. adults on average consume beef, pork and chicken 0.71, 0.50 and 0.84 meals per day, respectively. GLP-1 users, on the other hand, reported consuming beef, pork and chicken in 0.28, 0.21 and 0.18 more meals per day than non-users. GLP-1 users also did not consume any source of protein at a comparatively lower frequency than non-users.
“Because their food consumption is necessarily lower, these results suggest a proclivity among GLP-1 users to shift consumption into protein and out of other sources (i.e., grain products, sugars, etc.), though we do not assess protein consumption volume or the consumption frequency of other food groups. Regardless, these findings are broadly aligned with the observed industry response of offering high protein foods and media discussion on the importance of protein in maintaining muscle mass while losing weight,” the authors write.
GLP-1 users also reported consuming protein products at a higher frequency than non-users. Only ground beef had a similar consumption frequency between the two groups at 0.29 to 0.30 meals per day. Tonsor and Bina note one interesting finding though regarding animal protein frequency—GLP-1 users consume bacon and chicken wings at rates of 0.11 and 0.15 meals per day higher than non-users.
“I wouldn't say GLP-1 users are selecting bacon and wings over lower calorie foods like pork chops and chicken breast,” Bina says. “It's more accurate to say that GLP-1 users are selecting all protein more than non-users.”
Bina’s hypothesis, while yet to be tested, is that GLP-1 users value high protein content first and foremost, and then protein quality and fat/calorie content second.
The authors also note various beef and pork package sizes were positively associated with GLP-1 use, suggesting that both frequency and volume of protein consumption is related to taking the medications.
While this GLP-1 study initially shows support for stronger domestic meat demand, Tonsor notes this consumer segment is a rapidly evolving area worth monitoring in the months and years ahead.
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