{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,8]],"date-time":"2026-10-08T16:58:25Z","timestamp":1791478705463,"version":"4.3.4"},"reference-count":47,"publisher":"SAGE Publications","issue":"3","license":[{"start":{"date-parts":[[2026,4,1]],"date-time":"2026-04-01T00:00:00Z","timestamp":1775001600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"funder":[{"name":"USDA Hatch Grant","award":["7007706"],"award-info":[{"award-number":["7007706"]}]}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Journal of Marketing Research"],"published-print":{"date-parts":[[2026,6]]},"abstract":"<jats:p>The authors examine how consumers modify their food purchases after adopting appetite-suppressing GLP-1 receptor agonists, such as Ozempic and Wegovy. Using survey responses on medication adoption linked to transaction data from a representative U.S. household panel, the authors document the prevalence, motivations, and demographic patterns of GLP-1 adoption. Households with at least one GLP-1 user reduce grocery spending by 5.3% within six months of adoption, with higher-income households reducing spending by 8.2%. While most food categories see spending declines, the largest reductions are concentrated in calorie-dense, processed categories, including a 10.1% decline in savory snacks. In contrast, a small set of categories show directionally positive changes, with yogurt experiencing the largest increase. Results show an 8.0% decline in spending at fast-food chains, coffee shops, and limited-service restaurants. These food demand adjustments persist through the first year of medication use, though with some attenuation after six months. Households discontinuing GLP-1s revert toward their preadoption grocery spending and shift toward slightly less healthy grocery baskets compared with their original baseline. These findings highlight the potential for GLP-1 medications to significantly change consumer food demand, a trend with increasingly important implications for the food industry as GLP-1 adoption continues to grow.<\/jats:p>","DOI":"10.1177\/00222437251412834","type":"journal-article","created":{"date-parts":[[2025,12,18]],"date-time":"2025-12-18T14:16:21Z","timestamp":1766067381000},"page":"427-444","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":9,"title":["The No-Hunger Games: How GLP-1 Medication Adoption Is Changing Consumer Food Demand"],"prefix":"10.1177","volume":"63","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2914-836X","authenticated-orcid":false,"given":"Sylvia","family":"Hristakeva","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9820-8832","authenticated-orcid":false,"given":"J\u016bra","family":"Liaukonyt\u0117","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Leo","family":"Feler","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2026,4,1]]},"reference":[{"key":"e_1_3_6_2_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1468-0262.2006.00655.x"},{"key":"e_1_3_6_3_1","doi-asserted-by":"publisher","DOI":"10.1093\/qje\/qjz015"},{"key":"e_1_3_6_4_1","doi-asserted-by":"publisher","DOI":"10.1093\/qje\/qjz017"},{"key":"e_1_3_6_5_1","doi-asserted-by":"publisher","DOI":"10.1001\/jama.2023.24945"},{"key":"e_1_3_6_6_1","doi-asserted-by":"publisher","DOI":"10.1257\/aer.20140297"},{"key":"e_1_3_6_7_1","doi-asserted-by":"publisher","DOI":"10.1146\/annurev.publhealth.29.020907.090954"},{"key":"e_1_3_6_8_1","doi-asserted-by":"publisher","DOI":"10.1111\/dom.12932"},{"key":"e_1_3_6_9_1","doi-asserted-by":"publisher","DOI":"10.1257\/pol.3.1.91"},{"key":"e_1_3_6_10_1","doi-asserted-by":"publisher","DOI":"10.1177\/0022243720981975"},{"key":"e_1_3_6_11_1","doi-asserted-by":"publisher","DOI":"10.1093\/restud\/rdae007"},{"key":"e_1_3_6_12_1","unstructured":"Brecko Kristina He Yuhan Levine Julia (2025) \u201cOff-Label on Air: Direct-to-Consumer Advertising and GLP-1 Drug Allocation \u201d working paper."},{"key":"e_1_3_6_13_1","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.2018.1128"},{"key":"e_1_3_6_14_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jeconom.2020.12.001"},{"key":"e_1_3_6_15_1","unstructured":"Centers for Disease Control and Prevention (2024a) \u201cAdult Obesity Facts \u201d (accessed July 2025) https:\/\/www.cdc.gov\/nchs\/products\/databriefs\/db508.htm."},{"key":"e_1_3_6_16_1","unstructured":"Centers for Disease Control and Prevention (2024b) \u201cData Trends and Maps: Explore by Topic \u201d (accessed July 2025) https:\/\/www.cdc.gov\/diabetes\/php\/data-research\/index.html."},{"key":"e_1_3_6_17_1","doi-asserted-by":"publisher","DOI":"10.1093\/qje\/qjad054"},{"key":"e_1_3_6_18_1","doi-asserted-by":"publisher","DOI":"10.1257\/089533003769204371"},{"key":"e_1_3_6_19_1","doi-asserted-by":"publisher","DOI":"10.2337\/diaclin.24.2.71"},{"key":"e_1_3_6_20_1","doi-asserted-by":"publisher","DOI":"10.1001\/jamanetworkopen.2024.13172"},{"key":"e_1_3_6_21_1","doi-asserted-by":"publisher","DOI":"10.1146\/annurev-resource-100518-094053"},{"key":"e_1_3_6_22_1","unstructured":"Gardner John (2022) \u201cTwo-Stage Differences in Differences \u201d arXiv https:\/\/doi.org\/10.48550\/arXiv.2207.05943."},{"key":"e_1_3_6_23_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0140-6736(23)01200-X"},{"key":"e_1_3_6_24_1","doi-asserted-by":"publisher","DOI":"10.1086\/720631"},{"key":"e_1_3_6_25_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jhealeco.2020.102327"},{"key":"e_1_3_6_26_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jpubeco.2022.104620"},{"key":"e_1_3_6_27_1","doi-asserted-by":"crossref","unstructured":"Janssen Aljoscha (2024) \u201cConsumer Concentration and the Risk of the \u2018Ozempic Effect\u2019 in the US Retail Market \u201d SSRN https:\/\/doi.org\/10.2139\/ssrn.4703402.","DOI":"10.2139\/ssrn.4703402"},{"key":"e_1_3_6_28_1","doi-asserted-by":"publisher","DOI":"10.1056\/NEJMoa2206038"},{"key":"e_1_3_6_29_1","doi-asserted-by":"publisher","DOI":"10.1001\/jama.2024.22284"},{"key":"e_1_3_6_30_1","article-title":"Ozempic Could Crush the Junk Food Industry. 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