Ozempic users are buying smaller clothing sizes and more revealing fashion styles due to the weight loss effects of the drug. Some clothing brands have noticed customers purchasing multiple sizes down, while companies like Walmart have reported a decrease in the number of food units being sold. Nestle has even launched a line of foods designed for GLP-1 weight loss drug users. Analysts predict that the increasing adoption of these drugs will impact various categories of consumption, from food and beverages to travel and leisure.
Leigh O’Donnell, VP of shopping insights at Kantar, states that the weight-loss drugs are already affecting demand in some categories and are likely to impact others in the future. Bryan Davis, founder of Teddy Stratford, has seen a trend of customers ordering shirts two sizes smaller than their usual orders, speculating that GLP-1 weight loss drugs may be driving this change. A survey found that a third of weight loss drug users were buying new clothing more often since starting the medication, with many looking for smaller sizes and new styles.
The shift in consumer behavior towards more revealing and form-fitting clothing is reflected in the choice of stretchy, body-hugging fabrics and body-con dresses. While comfort-focused clothing like sweatpants dominated during the COVID-19 pandemic, the rise in weight loss due to GLP-1 drugs has led to a preference for styles that showcase body positivity and flexibility. The survey also found that 38% of GLP-1 users reported exercising more frequently since starting the medication, indicating a potential increase in gym memberships and fitness investments.
Morgan Stanley analysts noted that survey respondents reported increased exercise levels after beginning anti-obesity medications, with the percentage of those exercising weekly doubling post-medication. The link between the drugs and exercise suggests that as patients lose weight, they feel physically and mentally empowered to engage in more physical activity. This could lead to further benefits in terms of weight loss and overall health for individuals using these medications.
Overall, the influence of GLP-1 weight loss drugs on consumer behavior extends beyond just clothing sizes and fashion choices. The shift towards healthier lifestyle habits, such as increased exercise and cooking at home, indicates a positive impact on overall well-being. With the widespread adoption of these medications, the market is likely to see continued changes in consumption patterns across various sectors, prompting companies to adjust their offerings to cater to the evolving needs of consumers. The long-term effects of these drugs on consumer behavior remain to be seen, but initial trends suggest a move towards healthier living and more mindful consumption habits.
