THE TRANSFORMATIVE POWER OF GLP-1 MEDICATIONS
- Raffles Jakarta
- Nov 10, 2025
- 4 min read
Updated: Nov 21, 2025
How Ozempic and Its Counterparts Are Reshaping Consumer Behavior Across Industries
GLP-1 drugs like Ozempic, Wegovy, and Mounjaro are rewriting the rules of consumer behavior in 2025 in ways that have caught everyone off guard. Originally designed to assist individuals with diabetes, these drugs have now become an integral part of people's lives, altering their dietary habits, shopping patterns, travel preferences, and even self-perception. According to the Harvard Business Review (2025), the influence of these drugs extends beyond healthcare, permeating industries such as food and beverage, fashion, hospitality, and wellness.
This paradigm shift is not confined to the realm of medicine; it's a fundamental alteration in human behavior. Marketers must be agile and responsive, adjusting their strategies to align with these evolving consumer behaviors.
Understanding the Change: How GLP-1 Changes How People Act
The use of GLP-1 drugs shows that people are changing their priorities more deeply, both psychologically and socially. Let's look at what this means for behavior:
1. Less Hunger, More Awareness: People who take GLP-1 drugs say they are less interested in food and alcohol, which has led to a drop in sales of fast food and snacks. This change shows that physiological factors can override everyday buying habits, which is an essential lesson for behavioral economists and brand strategists.
2. Health as a Part of Who You Are: Health and self-control are becoming essential parts of who we are. More and more, people see brands as an extension of their ideas about health. This makes people want functional foods, eco-friendly fashion, and wellness tourism that lets them experience things.
3. Mindful Consumption: People who use GLP-1 tend to buy less on impulse, which shows that they are becoming more mindful of what they buy. Brands now have to deal with the fact that customers want better quality over more quantity.
Trend Analysis: The Ripple Effect in Different Fields
1. Food and Drink: Companies like PepsiCo and McDonald's have already said that people's tastes are changing. The market is moving toward options that are high in protein, low in sugar, and portion-controlled as people eat fewer calories. Fast food places are going back to their menus to add healthier, smaller portion items.
2. Fashion and Lifestyle: Losing weight changes more than just your diet; it changes who you are. People who undergo body changes often change their clothes, looking for high-quality pieces that make them feel good about themselves. Fashion brands that get this emotional change and offer a wide range of sizes and personalized style journeys will keep customers for a long time.
3. Travel and Hospitality: Wellness tourism is growing quickly, with everything from retreats to resorts that focus on longevity. Mindful travel, which focuses on balance, nutrition, and self-reflection, is replacing the traditional "indulgence vacation."
4. Tech and Wearables: The ecosystem that helps GLP-1 users is proliferating, with everything from smart scales to nutrition apps powered by AI. Companies like Fitbit and Noom, which combine data analysis with personal motivation, are taking advantage of this trend of using data to improve oneself.
What Marketers Should Do About This
1. Change the Value Proposition: Brands should now focus on health, empowerment, and living with purpose instead of giving in to temptation. For example, a café that used to do well with sweet treats might now advertise its menu of protein-rich foods that make you feel better.
2. Ethically Use Behavioral Data: Combining biometric data with marketing analytics makes it possible to create personalized campaigns. But being open and using data ethically are not up for debate. Trust is the new money.
3. Come Up With New Ideas for How to Design and Package Products: The post-GLP-1 consumer likes smaller portions, clear nutritional labels, and simple packaging. This fits with the general idea that "less is more."
4. Use AI in Consumer Insights: AI-driven analytics can predict new micro-behaviors, like how people shop after losing weight and how they feel about health-focused brands. To stay ahead of the curve, you will need to use predictive modeling.
What's Next: From Trend to Change
Marketers shouldn't think of the GLP-1 trend as a short-lived fad; instead, they should see it as a window into how modern consumers' minds are changing. The main point is clear: as biology and technology come together, people's choices become more data-driven, thoughtful, and value-based. In this time of health-conscious consumption, businesses that combine empathy with innovation and pay attention to what these new behaviors mean instead of just what they look like will do well.
Our business programs at Raffles Jakarta are meant to get future leaders ready for this kind of change:
Learn how to read real-world business trends and make smart, forward-looking decisions by building a strong base in management, marketing, and strategy.
Our MBA program trains visionary leaders who can deal with change, use data to understand consumer behavior, and turn problems into strategic opportunities in a fast-paced business world.
Arman POUREISA
Marketing Manager
References
Harvard Business Review. (2025, October). How GLP-1 medications are changing consumer behavior. Retrieved from https://hbr.org/2025/10/how-glp-1-medications-are-changing-consumer-behavior
Winslow Productions/Getty Images. (2025). HBR Staff visual: Consumer behavior shift.
Euromonitor International. (2025). Health and wellness trends report 2025.
McKinsey & Company. (2024). The future of wellness: Redefining the consumer health journey.
Deloitte Insights. (2025). Behavioral economics and marketing strategies in the age of data-driven decision making.
Statista. (2025). Global wellness market forecast 2025–2030.
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