Nestlé is launching Vital Pursuit, a line of frozen meals designed for individuals using GLP-1 receptor agonists like Ozempic and Wegovy. These medications have significantly impacted the weight loss industry, with a considerable portion of Americans expressing willingness to use them under medical supervision. While some food companies worry about decreased appetites, Nestlé is embracing this new dietary landscape. Understanding the purchasing habits and food preferences of Ozempic users is crucial for success in this market.
Ozempic users tend to spend more on groceries compared to the average American. Only 15% spend less than $50 weekly on groceries, contrasting with 19% of the general population. A larger percentage of Ozempic users (77%) allocate over $50 to their weekly grocery bills compared to 70% of the general population. However, GLP-1 medications might influence grocery spending by reducing appetite. Data suggests a potential rise in grocery expenses when users discontinue these drugs, indicating former Ozempic users spend even more on groceries.
While supermarkets remain the primary source for groceries, Ozempic users exhibit a higher propensity for online grocery shopping. 25% of Ozempic users utilize online grocery services compared to 15% of the general population. They are also twice as likely to subscribe to online meal kit services (12% versus 6%). This highlights a preference for convenience and alternative purchasing methods among this demographic.
Although most Ozempic users believe fresh food surpasses frozen in quality, this doesn’t preclude them from purchasing frozen options. Data reveals that 36% of current Ozempic users primarily buy frozen or ready-to-eat foods, surpassing the 30% national average. Time constraints and lifestyle factors likely contribute to this preference, with 36% of Ozempic users citing lack of time for food preparation compared to 31% nationally. This aligns with their higher tendency (74% versus 65%) to stock up on frozen favorites.
Furthermore, brand loyalty is prominent among Ozempic users. 57% stick to familiar frozen food brands compared to 51% of the general population. This suggests established trust and preference for specific frozen food products within this consumer group. Understanding these nuances is essential for food brands aiming to connect with this emerging market segment. While semaglutide users might experience reduced appetite, the need for convenient and appealing food options remains. Nestle’s Vital Pursuit aims to address this need directly with its tailored frozen meal offerings.
