Ozempic Tracker Preview: 3 Key Insights on GLP-1 Users and Intenders

Few consumer trends today have the potential to send shockwaves across the economy and consumer markets like the proliferation of Ozempic and other GLP-1 weight loss drugs. Healthcare, retail, food service, fitness, and even travel and apparel industries all stand to be massively disrupted as the awareness, usage, and behavioral changes resulting from these medications accelerate.

CivicScience is introducing the first large-scale, ongoing tracking and forecasting report on the rise of GLP-1 drugs among U.S. consumers and its impact on consumption, healthcare, and lifestyle behaviors. Every month, we will survey a representative sample of over 50,000 U.S. adults about Ozempic and other GLP-1 medications, producing a comprehensive report on awareness/usage, demographics and psychographics, and key trends across a variety of industries. 

Here’s a preview of the kind of insights available in our Ozempic and GLP-1 Consumer Trends Tracker – learn how you can access the report here.

Overview: Usage and Awareness

Per ongoing CivicScience data: 

• 7% of U.S. adults currently use Ozempic or another GLP-1 medication prescribed for weight loss
• 6% have tried these medications for weight loss but aren’t currently taking them
• 9% of polled respondents report they intend to use Ozempic or GLP-1 medications for weight loss but have no prior experience using them
• 52% of Americans say they are not interested in these medications
• 25% have never heard of Ozempic or GLP-1 medications

Join the Conversation: Have you ever considered using Ozempic (semaglutide) to lose weight?

1. Demographics

Who’s most likely to use these medications? Recent CivicScience data show that users and intenders skew more toward women and Gen Z adults aged 18-24. New data find that Black Americans are most likely to have experience taking Ozempic or other GLP-1 medications for weight loss (26%) — more than double the percentage of White Americans who report the same (13%) (who are most likely to say they’re uninterested in these medications). Asian Americans express the highest intent in trying these medications (15%), followed by Hispanic and Black U.S. adults (14%).

2. Social Media Influence

With these drugs being heavily promoted on social media, it may come as no surprise that Ozempic and GLP-1 users and intenders are more likely to be social media users. However, what’s less obvious is the extent to which social media influences purchasing decisions in numerous areas of their lives, from listening to music to movie taste.

A whopping 6-in-10 Ozempic/GLP-1 users and intenders say social media influences their purchases in general – 23 percentage points higher than the Gen Pop. In particular, they’re most likely to report that it influences which TV shows and movies they watch (67%, compared to 42% of the Gen Pop). They’re also significantly more likely than the average U.S. adult to say social media influences which electronics they buy (20 percentage point difference).

3. Tech Savviness

Ozempic/GLP-1 users and intenders are also significantly more likely than average to be tech-savvy. Nearly 7-in-10 say they follow technology trends (69%), nine percentage points higher than the Gen Pop average. Similarly, they’re much likelier to believe they’re addicted to their digital devices – 58% say this, compared to 51% of the Gen Pop.

A similar trend holds when looking at their tech consumption. Ozempic/GLP-1 users and intenders are much more likely to own/intend to own tech products, including smartwatches, VR products, AR products, and smart home technologies. In particular, they’re most likely to own smartwatches or are planning to buy one (65%, compared to 37% of the Gen Pop). However, the most significant gap in usage/intent lies in AR tech products – GLP-1 users and intenders are 29 percentage points more likely than the Gen Pop to own these products or plan to.

Want to see more in-depth insights of Ozempic/GLP-1 users and intenders, such as health and wellness, dining, and personal finance trends? Plus, how the adoption of these medications could impact numerous industries? Sign up now to learn how you can access our new syndicated report.