SEPC Research to Examine How GLP-1 Users Shop the Produce Department

The Southeast Produce Council is taking a closer look at how the rapidly expanding use of GLP-1 medications may be changing consumer behavior in the produce department.

SEPC will unveil new consumer research during its Southern Innovations conference Sept. 10, examining how people taking GLP-1 medications approach fruits and vegetables, meal planning, portions and eating occasions.

The study is part of SEPC’s sixth annual What’s New? consumer research program and will be presented by Anne-Marie Roerink of 210 Analytics. This year’s research includes responses from 1,500 consumers along with an additional group of 150 people currently using GLP-1 medications.

SEPC says it believes the research is the first study specifically examining the shopping habits of GLP-1 users within the produce department.

GLP-1 medications, which include drugs prescribed for type 2 diabetes and weight management, have become an increasingly important consideration for food retailers and manufacturers because they can reduce appetite and change how consumers eat.

Those changing habits could present both challenges and opportunities for fresh produce.

The SEPC research will explore whether medication users alter their portion sizes, eating frequency, meal preparation or food choices, potentially providing retailers and suppliers with insights into how produce merchandising may need to evolve.

Produce industry interest in the topic has been growing. Earlier this year, Driscoll’s CEO Soren Bjorn said retailer data indicated that consumers using GLP-1 medications were purchasing more fresh produce and premium proteins even as they reduced spending in some other food categories.

The SEPC findings could provide a more detailed look at whether that behavior extends throughout the produce department and what it means for specific products and eating occasions.

For retailers, understanding the shift could influence everything from package sizes and assortment to snacking programs and merchandising messages.

For growers and suppliers, the research may help identify categories particularly well positioned for consumers who are eating smaller amounts but placing greater emphasis on nutrition and food quality.

SEPC has increasingly used its What’s New? research to provide produce companies with actionable consumer insights rather than simply documenting broad shopping trends.

With GLP-1 usage continuing to grow, the Sept. 10 presentation could offer the produce industry its clearest picture yet of how these consumers are changing the way they shop—and where fresh fruits and vegetables fit into their evolving diets.