GLP-1 usage continues to grow — and the effects aren’t just showing up in the grocery aisle. As more consumers take medications originally designed for treating diabetes, market analysts are seeing a number of opportunities across different categories, including home and housewares.
By The Numbers
11% of U.S. adults are currently using GLP-1 medication for weight loss, and 15% have in the past, according to a Gallup Poll in June. Those numbers are only expected to grow with newer pill formulations, recently enacted bridge coverage for Medicare patients, and the addition of generic options (coming soon).
J.P. Morgan estimates that 30.3 million Americans will be on GLP-1 treatment for diabetes or weight loss by 2030 — up from 12.9 million in 2026. It’s enough for the financial institution to call the growth of GLP-1s “one of the key storylines to watch in (2026).”
GLP-1 uptake may become even higher as clinical use cases continue to expand, points out PwC. Experts are currently evaluating the medicine’s effectiveness in treating cardiovascular issues, sleep apnea, alcohol use disorder and even cancer.
Why It Matters
Regardless of someone’s initial reason for starting on a GLP-1, their appetite is likely to decrease. That can certainly lead to interest in smaller portion sizes. But it also can create a shift in food purchases — namely increases in protein (to counteract muscle loss) and fiber (to maintain digestion levels). Hydration is also especially important for GLP-1 users.
For retailers, that means now’s the time to focus on home and housewares products that support smaller portions, changes in food choices, and hydration needs, especially while on the go.
“Some of these changes in eating behaviors are also helping (the home and housewares industry) to really get some new opportunities,” said Joe Derochowski, Circana vice president and home industry advisor, in a recent video appearing on HomePage News.
Taking It a Step Further
But the impact of GLP-1s goes much further than diet. As Derochowski reported in a keynote at The Inspired Home Show 2026, as people start to lose weight, they start to feel better about themselves, so they start going out more, entertaining more and engaging in a range of new activities.
Circana examined foodservice trends related to GLP-1s and found that casual dining has experienced the largest increase among weight-loss users. And while GLP-1 users may cut back on food purchases, their buying habits are shifting to other categories including oral care, skincare, makeup, beauty products, clothing, fitness wearables, portable audio and cameras.
Derochowski told The Inspired Home Show attendees that several product categories within home and housewares skew higher with GLP-1 users. Within small appliances, this includes electric grills or griddles, compact refrigerators, sewing machines, curling irons/stylers and oral care appliances. Within housewares, this includes items related to entertaining, cleaning tools, cabinet/countertop organizers and beverageware.
More Insights
Circana’s research also found that consumers tended to shop more at club stores and e-commerce retailers and less at mass and dollar channels during the first year of active GLP-1 usage. Convenience stores also have an opportunity as that channel caters well to single-serve, on-the-go and portion-controlled offerings.
Overall, PwC’s research found there’s an opportunity for brands to support GLP-1 users in their new lifestyles. 80% of those currently using the medicine say they’re piecing together their own routines with supporting products, and half say restaurants haven’t adjusted to their dietary needs.