NielsenIQ has released a new report that explores how GLP-1 drugs such as Ozempic are rewriting the rules of the marketplace, transforming how consumers drink, eat and shop. 

Based on NIQ’s Category Shopper Fundamentals (CSF) study, the results indicate the largest generational group impacted by the drugs Millennials. Nearly half of current GLP-1 users surveyed were Millennials. Millennials are also most likely to want to use this type of product in the future—when NIQ asked respondents who were not current users of GLP-1 if they would consider using them in the future, 55% of those who said yes were Millennials.  

NIQ found that GLP-1 users are also 1.5 times as likely to look for products labelled as low calorie, or providing an energy boost. Additionally, they are more likely to shop foods as a treat for themselves, a gift for someone else or as something to bring to a party or special occasion.   

As for what alcohol beverages Millennials usually favour, a recent report by Growth Scope found while the number of Millennials who are drinking wine has decreased over the past five years (down 7–8 percentage points), the percentage of Millennials drinking spirits rose (up 3–4 percentage points), as did RTD consumption (up 3–5 percentage points).

Australia versus the US

The number of people taking the GLP-1 category drugs is increasing rapidly. According to Gallup, in just over a year, the percentage of US adults taking drugs such as Ozempic, Wegovy, Mounjaro and Zepbound has more than doubled to 12.4%.

In Australia, its estimated half a million people are taking GLP-1s. Data published in a study by University of NSW scientists shows that in the year to April 2025, more than six million units, or monthly jabs, were sold in Australia.

However, usage could be much higher, as the data only includes GLP-1s used to treat diabetes and does not include sales of Wegovy, which was only introduced to Australia in August 2024.

Why do GLP-1 drugs such as Ozempic affect alcohol consumption? Studies show that the drugs can suppress alcohol cravings among heavy drinkers. The Australian Financial Review reports that in the US, users spent 14.5% less in the category after starting the treatment, while non-alcoholic wine and beer purchases among the group grew by 1158 and 935% respectively.

A pilot study from the Fralin Biomedical Research Institute at Virginia Tech, released in Scientific Reports, found that GLP-1 drugs slow the speed at which alcohol enters the bloodstream, which also slows the effects on the brain.

Study co-author Alex DiFeliceantonio said the drugs cause a physiological reaction in the gut that slows down the movement of food and liquids from the stomach into the small intestine, a process known as gastric emptying.

People taking the drugs can’t eat as much, because the food is staying in their stomach longer.

“The interesting thing about alcohol is it is not well absorbed in the stomach. It needs to empty into the intestine to be absorbed and for you to feel the effects,” DiFeliceantonio said.

“We know that slowing down a drug makes it less rewarding. The substance matters, yes, but the speed at which it gets to your brain also matters.”