PwC finds one in five US households now includes a GLP-1 user

A new PwC report released June 22, 2026, estimates that roughly one in five US households — 21% — now includes someone currently taking a GLP-1 medication, up from 9% in January 2025 ^[1]. The consulting firm based the household figure on its analysis of data from the consumer research company Numerator ^[1].

The report also found that GLP-1 use is lasting longer. Fifty-four percent of users surveyed in 2026 said they had been on the drugs for more than a year, up from 38% in 2024 ^[1]. And 37% of current users said they were taking GLP-1s for weight loss alone, up from 24% in 2024 ^[1]. PwC described adoption as broad: roughly flat across income levels, nearly equal between men and women, and led by Gen X, with use spanning every generation with purchasing power ^[1].

What the spending data shows

PwC tracked how spending shifts once someone starts a GLP-1. Per-household grocery spending is down 5.5%, with users reporting they buy fewer sweet treats (61%) and fewer salty snacks (56%), while 44% buy more fresh produce, 35% more packaged protein and 34% more fresh protein ^[1]. Sugary drinks and alcohol took the biggest hit, while Greek yogurt rose 6.8%, jerky 7.9%, energy drinks 7.0% and nutrition bars 3.4% ^[1].

Restaurant spending moved the other way. Quick-service restaurant spending fell 8.7% per GLP-1 household after six to eight months on the drug, with pizza down 22.2%, chicken down 11.6%, coffee and bakery down 8.0%, burgers down 6.4% and sandwich or deli spending down 4.5% ^[1].

Clothing was the clearest area of increased spending. Apparel spending rose 9.9% among GLP-1 users after six to eight months, and 73% of current users reported a meaningful change in clothing size ^[1]. Spending on women's jeans was up 66.1%, jewelry 36.4%, swimwear 31.1% and dresses 22.1% ^[1]. PwC noted that many users hesitate to rebuild a wardrobe because they do not know what size they will be in three months ^[1].

On exercise, 36% of current users said they had increased cardio such as walking, running, cycling or swimming, versus 16% who cut back ^[1]. Strength training was more mixed: 21% increased it, 17% decreased it, and 41% said they had never done it at all ^[1]. Fifteen percent said they use wearables to manage their health while on the medication ^[1].

Support is fragmented

PwC found that 63% of users said they got or planned to get their prescription from a primary care doctor, 10% from a specialist and 7% through telehealth ^[1]. After that, support thins out. Twenty-seven percent of current users said they rely on friends or family, only 9% use a GLP-1-specific app, and nearly a quarter said they were figuring it out on their own ^[1]. Eighty percent of current users and 74% of lapsed users said they used at least one supporting product alongside treatment ^[1].

About 85% of current users said companies are falling short, and only 23% said they feel well supported by today's wellness platforms ^[1]. When asked what they want from restaurants, 35% asked for smaller portions at proportionally lower prices and 32% wanted half-portions or split plates without an upcharge ^[1].

Why it matters for patients

The headline number is a market estimate, not a clinical one, and it says nothing about whether any individual should use these drugs. But it does describe the environment patients are navigating. If one in five households now includes a user ^[1], grocery stores, restaurants and clothing retailers have a financial reason to respond — which could eventually mean more portion-size options, more protein- and fiber-forward products, and more flexible sizing and exchange policies.

The support findings are the more immediate signal. PwC's data suggests most people are assembling their own routines from friends, family, social media, AI tools and assorted apps rather than from a coordinated program ^[1]. The report also flags strength training as a gap, with 41% of current users saying they have never done it ^[1] — a notable point given that muscle preservation is something users themselves told PwC they want help with ^[1].

One caveat matters. PwC said the survey was designed to compare current, lapsed and considering GLP-1 users — not to represent all US consumers ^[1]. It surveyed 3,089 people between May 4 and May 9, 2026, including 1,063 current users, 1,010 lapsed users and 1,016 people considering the drugs, with some 2024 comparisons drawn from a separate dataset of 3,228 respondents ^[1]. The report does not break out which specific medications users were taking, or how many were on branded versus compounded products.

PwC expects adoption to keep rising as clinical uses expand beyond diabetes and weight management into areas such as cardiovascular risk reduction, sleep apnea and alcohol use disorder ^[1]. Whether that projection holds is not yet known.