GLP-1 medications are now in one in five US households, but the user base is anything but stable — half of current users started within the last six months, and churn is high. New data from Numerator shows this constant churn isn't creating brand-new consumer behavior so much as accelerating trends that were already underway: less spending on pantry staples like pasta and condiments, more spending on fresh protein and seafood, and a "redefined" approach to snacking that shows up again once people cycle off the medication. For CPG brands, the takeaway isn't to chase a narrow GLP-1 niche — it's to double down on nutrient density, portion control, and protein delivery for a much broader audience. We break down what the data means for product innovation and packaging strategy.

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