GLP-1 update: loyalty disruption; retailers adapting
08 October 2025In this article, we summarise the latest retailer responses to the weight loss drug trend, as well as consumer insight highlights shared in Las Vegas at Groceryshop 2025.
Kantar highlights changing retailer loyalties amongst US GLP-1 users
Leigh O’Donnell, head of shopper & category insights for Kantar North America, shared that GLP-1 usage is disrupting grocery loyalty amongst shoppers in her Groceryshop 2025 presentation. O’Donnell highlighted 46% of GLP-1 users state they have a new go-to retailer. Of those switching, the top things they are looking for include higher quality groceries, organics, unique products they can’t get elsewhere, having a reputation as a health and wellness resource, and rewards for them making healthy choices.
Walmart.com showcases products that support GLP-1 users’ wellness journey
The GLP-1 Support page curates products for a range of needs, such as gut health and on-the-go protein. It features categories including vitamins and supplements, medication and protein powders. Shoppers can also filter the wider assortment for products with the GLP-1 Support tag, with 100s to choose from. The page also showcases better-for-you recipe inspiration and links to the Mayo Clinic for advice.
Product innovation and uplift opportunities in beauty and wellness
In August L’Oreal-owned SkinCeuticals launched A.G.E. Interrupter Ultra Serum, a premium skin product tested by physicians on GLP-1 patients. This is designed to combat the skin sagging effects of rapid weight loss as a result of GLP-1 usage.
The US Chamber of Commerce sites Circana data when listing lip products, skin care, hair styling, and fragrance as four of the top 14 categories producing the highest sales gains in these aisles for the first half of 2025. This reflects GLP-1 users’ changing needs, routines and preferences offering emerging growth opportunities in health, beauty and wellness.
Walmart Pharmacy introduces cold chain delivery for GLP-1s
Walmart Pharmacy has launched home delivery of refrigerated and reconstituted medications including GLP-1s. The service offers fast fulfilment options in the form of same day and one hour express delivery. For greater convenience, patients can also combine their prescription with grocery home delivery.
Costco offers discounted price for Ozempic and Wegovy
Through a deal with drug manufacturer Novo Nordisk, US Costco members who pay for their own prescriptions (rather than through health insurance) will be able to buy four weeks of Ozempic or Wegovy injections for just $499. The drugs will be available through over 600 Costco pharmacies. Novo Nordisk launched its own direct to consumer savings programme earlier in the year, and has since partnered with CVS and Walmart amongst others to enable shoppers’ access to the same substantially discounted prices.
Implications for retailers and manufacturers
Lower pricing and efforts to make delivery more convenient will support the growth of GLP-1 usage, and help increase health equity. As well as an additional revenue driver, no doubt retailers will hope to capture the halo benefits of wider spend from patients filling GLP-1 scripts through their pharmacies. Kantar’s statistic on store switching offers a compelling reason for retailers to take a holistic and long-term view of the needs of GLP-1 users. Walmart’s curation of health and wellness products to support GLP-1 users shows the direction of travel; in the future this could extend to a full sweep of food, drink, beauty and non-food options.
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