This year’s Super Bowl commercials shined a light on just how much the health and wellness landscape is shifting. Mike Tyson shared how his sister died young from complications brought on by obesity, and touted the benefits of eating real food; William Shatner pushed fiber as “Bran Ambassador” for Raisin Bran, and there were four spots dedicated to GLP-1 medications.

You read that right. Four.

As NIQ Senior Director - Emerging Brands Yvonne Buisson pointed out during her presentation which kicked off the Wellness Symposium at ECRM’s Total Wellness: GLP-1, Weight Management, Vitamin & Nutrition Session, this wasn't just a marketing milestone; it was a cultural signal. “This kind of speaks to how these weight loss medications are starting to become mainstream,” she says. “There is a higher acceptance of medications for weight management.”

Indeed, this was indicative that consumer priorities in wellness are moving beyond reactive treatments and toward a blended, proactive lifestyle. This Omni Wellness trend, as Buisson refers to it, is a seamless integration of social media discovery, functional foods, and traditional supplementation. (View the presentation slides here: NIQ ECRM Presentation.pdf)

A shift in mindset: Spend now, save later

According to NIQ research, there has been a significant shift in consumer psychology regarding healthcare costs impacting the way they shop for their wellness needs. Today's consumers are increasingly concerned about the rising price of healthcare, leading them to adopt a more proactive stance that includes.

• Financial intentionality: Consumers are prioritizing current wellness spending as an investment to avoid larger medical bills in the future.
• Personal responsibility: American and Canadian consumers feel their health is their responsibility to manage, though they still expect governments and corporations to provide healthier options.
• Aging well vs. living long: There is a growing focus on longevity and quality of life. "This is something that's more important to consumers now than it has been in the past five years," says Buisson. “This has led to measurable behavioral changes, including reduced smoking, lower alcohol consumption, and increased sun protection to safeguard future health.”

The GLP-1 consumer's changing demographics

While GLP-1 medications like Ozempic and Wegovy have existed for nearly 20 years, their recent uptake has fundamentally altered retail patterns, according to Buisson. The market is no longer just about diabetes; in fact, the number of people using these drugs for weight loss has now surpassed those using them for diabetes management.

Buisson pointed out that the “face” of the GLP-1 user is evolving rapidly:

• Income shift: While early adopters were primarily from high-income households, the market is shifting toward lower-income households.
• Age compression: The primary age bracket used to be 45–54, but the user base is getting younger.
• Addressable market: When accounting for Americans diagnosed with obesity or weight-related diabetes, nearly half of the U.S. population falls within the addressable GLP-1 market.

New patterns of usage & shopping habits

We are also seeing new ways consumers interact with these medications. Beyond steady prescriptions, many are cycling on and off or even microdosing to maintain weight management with higher intentionality. Furthermore, shortages in 2024 and 2025 have opened the door for compounded GLP-1s, which have fueled social media communities focused on high-protein, high-fiber, and overall healthier eating (like Mike Tyson in the Superbowl commercial). 

The influence of GLP-1s extends far beyond the pharmacy counter. These medications are causing a radical shift in how and where consumers shop for everyday items. Historically, GLP-1 users frequented grocery and convenience stores, often focusing on the perimeter for fresh foods. However, NIQ data shows a distinct pivot in retail channel selection:

• Value seeking: Financially constrained consumers – both GLP-1 users and non-users – are migrating toward mass merchandisers and dollar stores in search of value.
• Intentional purchasing: GLP-1 users are becoming highly intentional about their baskets, and over-index on organic products and items supporting brain health, muscle health, and energy.

The online explosion and TikTok Shop

Online retail continues to be the primary engine for growth in the health and beauty sectors. More than 60% of vitamin and supplement sales now occur online, and show continued strong growth. Health has risen to the 5th highest-selling department during Amazon’s Prime Day, up from 6th just a year ago, with top-selling categories during these events including vitamins, supplements, and protein powders.

TikTok Shop has also emerged as a powerhouse for discovery. Vitamins and supplements are the leading category sold on the platform. Buisson highlighted that TikTok is no longer just for influencers; it’s a community-driven discovery channel where consumers learn about new brands and peer-to-peer insights, a trend that was pointed out by TikTok Shop Germany lead Maximilian Burianek when he spoke at ECRM’s European Wellness Session in Europe.

Strategic Opportunities for brands and retailers

As consumers eat less while on GLP-1s, the critical question for the industry becomes: How do we prevent nutrient gaps and address side effects of these medications? This creates a massive opening for innovation in the supplements and functional food spaces and according to Buisson, there is a unique opportunity to support consumers through the different stages of their journey – whether they are just starting, currently using, or cycling off the medication. Key need states include:

• Muscle health & protein: Combatting the side effects of muscle loss is a top priority for consumers on GLP-1s.
• Digestive & gut health: Probiotics and fiber remain essential for managing common GI side effects.
• Beauty and hair loss: A newly emerging concern among GLP-1 users is hair loss, presenting a significant opportunity for beauty-from-within supplements.
• Mood and stress: General wellness priorities like sleep, energy, and stress management continue to accelerate.

Leveraging functional ingredients

Consumer interest in specific functional ingredients is also surging. Brands should look at incorporating high-growth ingredients such as:

• Lion’s Mane and other mushrooms: For brain health and focus.
• Electrolytes: For hydration, which is a key priority.
• Eastern herbs & botanicals: For holistic wellness.
• Berberine: While smaller in total sales compared to probiotics, it is seeing "dramatic growth" as a natural metabolic support.

Adapting to the new reality

GLP-1s are clearly not a passing fad; they are a catalyst for a permanent shift in wellness behavior that provide enormous opportunities for retailers and brands. "GLP-1s are expanding the market, they're not changing it," Buisson says.

To succeed in this new environment, companies must:

• Prioritize innovation: Focus on protein, micronutrients, and gut health – the categories accelerating fastest in the current landscape.
• Strengthen Omnichannel strategies: Being where the consumer is – whether that’s on TikTok Shop, Amazon, or in a dollar store – is just as important as the product formulation itself.
• Support the full journey: Develop products that address the specific side effects and nutritional needs of consumers at every stage of their weight management journey.

The wellness market is rising to meet these changes, and for brands that are willing to be intentional and proactive, the opportunities for growth have never been greater.