ARLINGTON, VA – A new report from the Meat Foundation and 210 Analytics finds consumers taking a GLP-1 are making protein, meat and poultry, a central part of how they eat.

From the same author of the Power of Meat, Meat and the GLP-1 Mindset combines two national consumer surveys with Circana purchase data from households with verified GLP-1 prescriptions. The surveys and purchase data point in the same direction: GLP-1 consumers say protein matters, and their grocery purchases show it. Access the full report and a “Top 10” for free here.

Key findings include:

• A large and growing group of shoppers. 17.2% of adults aged 18 to 75 currently take a GLP-1, and 79% of them started within the past year. Another 11% expect to start within six months.
• Protein comes first. 60% of GLP-1 consumers say getting enough protein is very important, compared with 50% of non-users. 51% say they're more focused on protein than five years ago (vs. 39% of non-users). 
• They're eating more meat and poultry. 34% of GLP-1 consumers say they eat meat and poultry more often than last year, compared with 21% of non-users. 
• Purchase data confirms it. GLP-1 households spend $10,442 a year on food and beverages, 8.8% more than other households. Even after adjusting for age and income, their meat spending stays above that of comparable households. Beef, ground beef and pork lead the way. 
• They prefer real food to alternatives. Every plant-based meat and dairy alternative under-indexes among GLP-1 households. 
• Convenience and taste still matter. Portable convenience foods like meat snacks are the strongest purchase signal in the GLP-1 grocery basket. GLP-1 consumers are also more interested than non-users in ready-to-eat (63% vs. 52%) and fully cooked (57% vs. 42%) meat and poultry. Purchases of indulgent foods remain above average. 
• They want guidance. 89% seek advice on what to eat while on the medication, and 87% say more information about GLP-1-friendly foods would influence what they buy. Only 23% currently turn to grocery stores or food brands for that advice.

"GLP-1 consumers are telling us that protein matters, and their shopping carts back that up," said Julie Anna Potts, President and CEO of the Meat Institute. "Meat and poultry don't need to be reinvented for this consumer. They need to be explained clearly, offered in convenient formats and made easy to find. This research gives the meat and poultry industry a roadmap to do exactly that."

"The data tells a compelling story: GLP-1s are changing the way people eat, but meat and poultry stay on the menu," said Anne-Marie Roerink, President of 210 Analytics. "Even after adjusting for age and income, beef, ground beef and pork remain above parity in GLP-1 households. These consumers are more intentional about protein, portions and meal occasions, and meat is firmly part of that equation."

The report also identifies an opportunity. GLP-1 consumers want clear information about protein, low-carb options and nutrient density, but retailers and brands aren't yet a primary source for that advice. Industry professionals looking to capitalize on evolving shopper behaviors and meat retail trends will find in-depth guidance and strategy at the 2027 Annual Meat Conference (AMC) in Dallas, Texas. Learn more and register at www.meatconference.com.

About the Research Meat and the GLP-1 Mindset was developed by the Meat Foundation and 210 Analytics and made possible by Cryovac Brand Food Packaging and Weber, Inc. It draws on:

• A 210 Analytics survey of 521 GLP-1 consumers (August 2026) 
• The Power of Meat 2026 survey with a GLP-1 overlay of 459 consumers (September 2026) 
• Circana household panel data for the 52 weeks ending July 12, 2026

The full report and a “Top 10” is available for free here.

About the Meat Foundation

The Meat Foundation is a 501 C3 non-profit organization dedicated to research, education, and scholarship. Its mission is to advance scientific understanding, cultivate future leaders, and support continuous improvement in the meat industry. In 2024, the Foundation for Meat and Poultry Research and Education (FMPRE) and the NAMI Scholarship Foundation merged under the new name, Meat Foundation. In addition to applied research and professional development programming, the Foundation awards merit-based scholarships annually to accomplished students pursuing education that will lead to a career in the meat industry.

About the Meat Institute

The Meat Institute represents the full community of people and companies who make the majority of meat American families rely on every day. The Meat Institute’s hands-on regulatory and technical expertise, proactive advocacy, unique convening power, collaboration within and beyond animal agriculture, and sector-leading continuous improvement initiatives drive relationships and resources that ensure meat continues to be a vital, trusted pillar of healthy diets and thriving communities for generations to come. To learn more, visit: MeatInstitute.org.