KANSAS CITY — Expect the number of consumers taking GLP-1 medications to continue rising. Twelve percent of US adults have tried a GLP-1 drug, according to a July 9 webinar hosted by FleishmanHillard, a communications consultancy based in Kansas City. About 25% said they expect to take the drugs in 2026, with Gen Z leading the way at 37%. By 2030 an estimated 35% of US households will have at least one person on GLP-1 medications, according to FleishmanHillard.
FleishmanHillard breaks the GLP-1 category into sub-categories: pre-medication, initiation (weeks 1 to 4), stabilization (weeks 4 to 12), maintenance (weeks 3 to 12 or more), plateau (weeks 6 to 18 or more), discontinuation and post-medication.
"The GLP-1 user is not a monolithic group," said Kristie Sigler, senior partner and global food and agribusiness sector lead for FleishmanHillard. "Instead, think of them as a kaleidoscope."
Allison Koch, a registered dietitian in nutrition communications for FleishmanHillard, added, "It's important for brands marketing to this consumer to recognize what they are looking for varies depending on what phase of use they are in, and what they need today may look very different ...