Amanda Hartman, of Walnut Creek, California, now browses for clothes that better fit. Sarah Lowenthal, 37, of Greenwich, Connecticut, has reduced her junk food purchases by about 90 percent. Kait Handler, 40, discovered a pair of non-plus-size jeans that fit.
“I was never into shopping, probably because I couldn’t do it comfortably,” Handler said. “Those jeans represented a possibility—a sign of what could be. They were a marker of change.”
All three women have altered their purchasing habits since their weight loss associated with taking medications containing glucagon-like peptide-1, aka GLP-1 drugs: Ozempic, Wegovy, and Zepbound. Retail experts said many more Americans will soon be doing the same as these drugs-known widely for weight loss-continue gaining popularity and change the retail landscape.
In a recent survey KFF conducted, one in eight U.S. adults reported having tried a GLP-1 drug, and about 6 percent-presumably some 15 million people-already have a prescription. Though originally derived for chronic diseases like diabetes, about 40 percent of those polled said they took such drugs to lose weight. By estimates from JP Morgan Research, the market for weight-loss drugs could reach $100 billion by 2030, serving 30 million Americans.
The shift means consumers are down-sizing in both clothing stores and grocery aisles. Still in its infancy, the trend is already forcing retailers across all industries to adapt to a new breed of shoppers who are slimmer, less hungry, and often more fashion-forward.
“It’s hard to ignore the large ripple effects of the growing use of GLP-1 drugs on the retail sector,” says Mansur Khamitov, an assistant professor at Indiana University’s business school. “It’s a huge opportunity-of which the reward depends on which retailers can capitalize on it quick enough.”
The Changing Retail Landscape
Luxury fashion brands were among the first to notice-and respond-to the downsizing trend. To date, early adopters of weightloss medications have tended to be wealthier, as insurance coverage for drugs like Ozempic-some of which cost upwards of $1,000 a month out-of-pocket-remains limited. This has given highfashion retailers an opportunity to attract those slimmer customers, says Nora Kleinewillinghoefer, a partner at Kearney specializing in luxury and fashion.
Sales of small-size women’s clothing grew 5 percent between 2022 and 2024, according to data provided by Impact Analytics, which uses machine learning to help retailers manage inventory and sizing, on New York’s wealthy Upper East Side, where prescriptions of the weight-loss drugs are especially common. Long-sleeved button-up shirts in smaller sizes-XXS, XS, S-grew 12 percent; larger ones-L, XL, XXL-decreased 11 percent. The same is far less pronounced in menswear.
“Many brands aren’t just observing these trends-they’re actively adapting,” added Kleinewillinghoefer. “They think about new product lines, how to handle inventory, and how to adjust their sizing strategies to reflect the changing market.
Shopping malls had been a source of frustration for Handler before she lost 50 pounds on Zepbound. The 40-year-old from Amityville, N.Y., had struggled with her weight most of her life and always compromised on style and comfort when choosing clothes. But one day this summer, she made a triumphant trip to Madewell, a store she had been avoiding. She picked out a pair of jeans, feeling apprehensive about trying them on, and was thrilled to discover they were the perfect fit — and even on sale.
For the first time in years, Handler was able to buy a pair of jeans from a non-plus-size store.
“This experience has been both uncomfortable and amazing,” Handler said. “The idea that I can just walk into a store and buy clothes now—t’ a whole new world for me.”
Hartman, who lost almost 50 pounds on Wegovy, swapped out looser pieces for tighter, trendier ones. Recently, the 25-year-old Chicago resident, who typically sticks to more sustainable and secondhand brands, splurged on higher-quality, more classic items from a boutique in SoHo, New York. “I had been waiting for this day, so I went all out and spent more than $1,000,” she said.
“I’ve started investing in staple items that will last,” Hartman said. “It makes sense to spend a little more on clothes that won’t go out of style.”
Challenges for Size Inclusivity
But the growing popularity of weight-loss medications threatens to undo that progress. According to Vogue Business, representation for plus-size models in luxury brands has actually gone backward. Only three of 65 brands featured at least one plus-size model for Spring/Summer 2025 menswear-a number down from eight of 69 just a year earlier. In a similar vein, mainstream retailers such as Loft and Old Navy have scaled back their plus-size offerings.
Though there has not been a spike in demand for larger sizes from brands such as Torrid, Eloquii, Maurices and Universal Standard, some would expand their smaller-size offerings if necessary.
“You have to ask if this is just another trend or something more permanent,” said Julie Carnevale, co-founder of Eloquii. “We’ll always prioritize serving our customer, and if we start seeing a demand for smaller sizes, we’d certainly consider it.”
But others are critical of the shift away from inclusivity. “It risks marginalizing plus-size shoppers,” Polina Veksler, chief executive of Universal Standard, said of the shift, by perpetuating “outdated, unrealistic beauty standards.”
Lowenthal, 29, is more ambivalent about the idea of leaving her plus-size wardrobe behind. For years she built up a store of clothes that made her feel confident; now, with Ozempic causing her weight to yo-yo, she finds herself reconsidering her style anew every few months.
Grocery Shopping Habits Shift, Too
Grocery shopping is also changing as the use of GLP-1 medications impacts not only the size of clothes but also the range of products people buy at the store. According to JP Morgan Research, weight loss medication users reduced their food purchases-mostly snacks and high-carb products-by some 8% from 2022 to 2023. These medications suppress appetite; they help one feel full longer.
For Lowenthal, the food cravings have all but disappeared. “Before, I felt like I was just along for the ride when it came to my food habits,” she said. “Now, I feel more in control.”
Hartman also reported a profound shift in her eating behavior. She still loves garbage food, but now feels satisfied eating it much more slowly. Whereas before taking Wegovy, she could easily down half a pint of ice cream, for instance, today she eats a few bites every other week.
“I don’t deprive myself, but my junk food purchases last a lot longer now,” Hartman said. “I don’t need to buy as much as I used to.”
As more people start taking weight-loss drugs, food retailers may have to rethink their business models. Grocers relying on high sales volumes of snacks and processed foods will have to be the first ones to shift as consumers continue to move toward healthier, lower-volume purchases.
Even companies recognized for their diet foods are adapting. Weight Watchers has a program just for people taking the weight loss medication. Nestlé, the world’s largest food and beverage company, is manufacturing products that will support the management of weight. A New Paradigm for Retail and Food Markets
The weight loss drug surge may have deep ramifications for the retail and food industries. As shoppers keep getting smaller, business will need to keep step with consumer tastes that are changing from stores selling clothes to the aisles of groceries to purveyors of diet programs. This could be just how Americans shop and eat for good, a change that might bring changes in industries possibly for decades ahead.
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Frequently Asked Questions
How have weight-loss medicines influenced the food industry?
Weightloss medicines reduced the urge for junk foods, thus reducing sales of snacks and high-calorie foodstuffs. This will force the food industry to shift towards healthier alternatives.
What are the medications for GLP-1, and how do they work?
GLP-1 medications work by mimicking one hormone in charge of controlling appetites and prolonging the feeling of fullness, therefore reducing cravings and further leading to weight loss.
Are luxury brands benefiting from the growth of weight-loss drug users?
Yes, many are seeing an increase in smaller clothing sizes as wealthy consumers taking weight-loss drugs shop for new wardrobes.
What about plus-size retailers?
How is it affecting them?Some plus-size retailers say they consider expanding their size offerings to include smaller cuts as more consumers downsize.
Will these changes in shopping habits be long-lasting?
Probably just as long as weight loss-type medications remain in high demand. But the long-term trends will have to depend upon consumer preference and on the sustaining success of these medications.