The surge in GLP-1 medication use in the United States is reshaping the fast food industry. As more Americans turn to these medications for weight loss and chronic condition management, chains are adapting their menus to meet the needs of this growing demographic.
Significant Growth in GLP-1 Usage
GLP-1 medications, which include Ozempic, Wegovy, and Rybelsus, generated $31.1 billion in revenue for Novo Nordisk in 2024, a substantial increase from $11.9 billion in 2022. About one in eight American adults now utilize these medications, marking a doubling of users from 6% in May 2024 to 12% by November 2025, according to KFF.
Changing Dining Habits
Despite the appetite-suppressing effects of GLP-1 medications, users are still dining out. A report from Data Essential in 2025 indicates that 97% of GLP-1 users eat at food service venues at least once a month, with 76% doing so weekly.
Fast Food Industry’s Response
- The U.S. fast food industry’s value reached approximately $418 billion last year.
- Chains are shifting towards healthier, smaller portion options to appeal to health-conscious consumers.
According to nutrition expert Whitney Stuart, convenience and affordability remain entrenched in American culture, ensuring that fast food is not disappearing. However, the market is evolving toward health-oriented offerings.
Innovative Menu Items
Fast food restaurants are responding to this trend. Chipotle recently introduced a protein cup priced between $3.80 and $4.55, containing 32 grams of grilled chicken protein. Scott Boatwright, Chipotle’s CEO, indicated that this price point aims to attract both GLP-1 users and those with other dietary preferences.
Additionally, Smoothie King launched a “GLP-1 Support menu” featuring items like the “Slim N’Trim” green smoothie. Shake Shack also joined the trend with its “Good Fit Menu,” which includes higher protein options such as a chicken lettuce wrap and a gluten-free double burger.
Market Trends and Future Projections
Experts predict the GLP-1 market could reach $150 billion by 2030. Current trends show that consumers on these medications are reducing their fast food and grocery spending by an average of 5%. This shift has led to what analysts describe as a “demand disruption” in the industry.
Strategically, fast food companies are adapting their marketing to reach GLP-1 users. Many are emphasizing portion control and health-focused options to retain customers. Some fast food restaurants prioritize the experience of dining out, even if it means customers order less.
Consumer Preferences
- 59% of consumers would be more inclined to visit restaurants offering customizable portion sizes.
- 73% of GLP-1 users indicated that innovative portion sizes would influence their dining choices.
As consumer priorities continue to evolve, the need for fast food chains to adapt is more critical than ever. Observing these trends is essential for the future direction of the fast food industry.
