Nestlé’s “Ozempic meals” gambit

Nestlé recently announced it would launch Vital Pursuit, a new line of frozen meals targeted at users of GLP-1 based drugs, such as Ozempic and Wegovy. These new drugs have been threatening to disrupt the weight-loss industries, with 38% of Americans saying they’d take it if it were prescribed by their doctor.

While many food brands and fast-food restaurants have worried that lowered appetites will mean fewer opportunities, Nestlé’s new line is betting on this new category of dieters. What can we learn about how Ozempic users buy and consume food?

Ozempic customers spend more at supermarket than average Americans

Ozempic users seem to spend more on groceries than US consumers overall. Only 15% spend less than $50 each week, compared to 19% of the general population. Ozempic users are more likely to report spending more than $50 a week on average. (77% vs 70%).

GLP-1 may suppress grocery bills as well as appetites. The data suggests that when users stop taking the drugs, supermarket spending rises. Former Ozempic customers are even less likely to have a weekly grocery bill under $50, and even more likely (82% vs 77%) to spend more than that amount.

GLP-1 users also more likely to buy online

As with most Americans, Ozempic users are most likely to buy their food at a supermarket. However, they are also more likely than average to buy food through other channels.

A full quarter of Ozempic customers (25%) tend to use online grocery services compared to 15% of the general population. They’re also twice as likely (12% vs. 6%) to use an online meal kit provider.

Semaglutide customers ready for frozen meals

GLP-1 users spend a little more than average at the supermarket to the average American, but how they spend that money matters. Data from YouGov Profiles shows that Ozempic users are partial to frozen foods, which is be good news for Nestlé.

• Fresh vs. Frozen: Most Ozempic customers (85%) think that fresh food is better than frozen, but that doesn’t mean they won’t buy frozen.
• Affinities toward frozen foods: According to our data, 36% of Ozempic current customers say they only buy foods that can be cooked or eaten from frozen compared to the national average of 30%. Over a third (36%) of Ozempic users say their lifestyle doesn’t allow them time to prepare and cook food compared to a 31% national average. They’re also more likely to stock up on frozen favorites (74% vs. 65%).
• Brand loyalty: Ozempic customers are more likely than the general population to stick to the same frozen foods they’re used to (57% vs. 51%).

Semaglutide users may have lost some of their appetite, but they will still have to eat. Food brands would do well to examine the specific needs and preferences of this emerging audience.