Understanding the Next Wave of GLP-1 Users: Surprising Trends, Attributes, Where They Shop & What They Buy … MCD+, WING+, LEVI+, TXRH+, and more …

By Jonathan Feeney and David Schick and David Katzman and Jack Hermann Published on April 20, 2026 PDF

Summary: (1) our attached 28-page analysis shows current GLP-1 users differ meaningfully from the national population across demographics, behaviors, and consumer preferences; (2) next wave users skew older, wealthier, higher income & Hispanic; (3) usage is spreading towards both coasts; (4) new users overindex towards specific fast casual restaurants, they gamble at nearly twice the national average, and have surprising product & brand affinities including Burger King, Levi’s, Wingstop and … iced tea.

Key findings:

GLP-1 customers skew significantly older (55+ at 48% vs. 38% nationally), with Baby Boomers and Gen X over-indexing and Millennials heavily under-indexing (Index 46).
Hispanic consumers are strongly over-represented (28% vs. 16%, Index 171), concentrated in the South (Index 129). The West significantly under-indexes (Index 62).
Customers are more likely to be married, earn higher incomes (nearly 3× more likely to earn $200K+), and receive government benefits (49% vs. 33% nationally, Index 150).
66% of customers do not drink alcohol (vs. 50% nationally, Index 131) — consistent with known GLP-1 appetite/craving — suppression effects. Non-alcoholic spirits and diet beverages over-index significantly.
Gambling, fast casual dining, and Wingstop show outsized affinity. Wingstop indexes at 436 — customers pick it at 4.4× the national rate.
Usage was historically weighted to the South and Midwest, but is staying strong in those regions while migrating to both coasts.

GLP1 Optimal Next Wave Download

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