Are GLP-1 Drugs Creating a New Produce Consumer?
The rapid growth of GLP-1 weight-loss medications may be creating an unexpected winner in the grocery store: fresh produce.
Speaking at the Wall Street Journal Global Food Forum earlier this month, Driscoll’s CEO Soren Bjorn said the company is seeing evidence that consumers using GLP-1 medications are purchasing more berries and other healthy foods, helping drive continued growth in the category.
According to Bjorn, berries surpassed $10 billion in retail sales last year, and demand has accelerated alongside increased use of weight-loss drugs.
The comments add another dimension to the ongoing conversation surrounding GLP-1 medications such as Ozempic and Wegovy. Much of the discussion has focused on reduced food consumption and potential impacts on packaged food companies. However, produce suppliers are beginning to see evidence that consumers taking these medications may actually shift spending toward healthier, nutrient-dense foods.
Bjorn cited data from Kroger’s pharmacy business showing that GLP-1 users are purchasing more fresh produce and premium proteins while reducing spending in other food categories. For berry producers, that trend appears to be translating into stronger sales.
The development could have important implications for produce departments. If consumers taking weight-loss medications prioritize fruits and vegetables over highly processed foods, produce could become one of the biggest beneficiaries of changing eating habits.
Berries may be particularly well positioned. They offer convenience, portability, natural sweetness and a strong health halo—attributes that align closely with the preferences of consumers focused on weight management and nutrition. Blueberries, strawberries, raspberries and blackberries have all experienced significant growth over the past decade as retailers expanded offerings and year-round availability improved.
The trend may also extend beyond berries. Produce industry observers have increasingly speculated that GLP-1 users may gravitate toward foods that provide more nutritional value per serving. Fresh fruits, vegetables and lean proteins fit naturally into that pattern.
At the same forum, executives from other food companies acknowledged that GLP-1 medications are changing consumer behavior. Some manufacturers are already developing smaller portions and products with added protein and fiber to address evolving preferences.
For produce suppliers, however, the shift could represent an organic growth opportunity that requires little product reformulation. Fruits and vegetables already align with many of the dietary recommendations often associated with weight management programs.
Retailers are watching closely as well. If the trend continues, produce departments could benefit from increased traffic and higher spending among health-conscious consumers. Merchandising programs that emphasize nutrition, convenience and wellness may become even more important.
While it remains early, the comments from Driscoll’s suggest the produce industry may be experiencing one of the more positive side effects of the GLP-1 revolution. Rather than simply reducing food consumption, many consumers appear to be changing what they eat—and fresh produce may be one of the biggest winners.
