GLP-1 medications stopped being a niche story two tracker waves ago. In Suzy's three-year consumer tracker, awareness climbed from 59% to 74% in the past year alone — and the reasons people cite for use have broadened well past weight management to include diabetes management and cardiovascular risk reduction.
What's changed isn't just who's using GLP-1s. It's where they're learning about them, how comfortable the public has become with the category, and what they now expect from the brands around them. For the first time, healthcare providers have overtaken traditional and social media as the top source of GLP-1 education — a signal that the conversation is maturing from hype to clinical guidance.
A fast-growing, increasingly open-minded segment
GLP-1 users are rewriting their brand relationships as they go: they're more attentive to labels, more willing to pay for healthier ingredients, and more likely to try a new product simply because it's marketed as better for weight management. Brand loyalty inside this group is low — which means the brands that show up now with clearly labeled, protein- and fiber-forward products stand to capture shoppers who are actively looking to switch.
Concerns are shifting too. GI symptoms and medical-risk fears dominated through 2025; in 2026, skin sagging became the top concern and muscle loss entered the top three for the first time — evidence that safety anxiety is giving way to cosmetic and longer-term tradeoffs of sustained weight loss.
Get the full infographic
Three tracker waves. One fast-maturing category. See where GLP-1s are headed next.
The takeaway
Three years of rising awareness, accessibility, and softening sentiment point to GLP-1s being a long-term brand bet, not a passing trend. The infographic — built with New Hope Network from three tracker waves and a 2026 Suzy Speaks qualitative study — walks through where the GLP-1 conversation is headed next, and where the opening is for adjacent brands.
Reach out to us today to learn how you can go from signal to story in days with Suzy.
