Trinian Taylor, a 52-year-old car dealer, was observed as he pushed his cart through the supermarket aisles. It was an August day in Northern California, and the author was there to meet Emily Auerbach, a relationship manager at Mattson. Auerbach was interested in understanding the shopping behavior of Ozempic users, and Taylor became one of her case studies. She instructed the author to follow closely without influencing Taylor's route.

Uncovering the Shopping Habits of Ozempic Users through a Case Study

Observation in the Snack Aisles

Taylor, earning $150 for being tailed, pushed his cart through snack aisles filled with products from Mattson's clients. He bypassed popular snacks like Doritos and Hostess HoHos without even glancing at Oreos or Cheetos. They rushed past Pop-Tarts, Hershey's Kisses, Lucky Charms, and Lay's, as if these treats barely registered.This showed a distinct change in Taylor's snacking preferences. He no longer had an interest in the usual sugary and processed snacks. Instead, his focus seemed to be on healthier options.

The Produce Section and Dietary Changes

As they stumbled into the produce section, Taylor's true preferences became evident. He inspected the goods with interest and shared his new dietary habits. He used to have a sugar addiction but now couldn't stomach Hostess treats. Even a few days earlier, when his daughter offered him candy, it was too sweet for him.His midnight snack had changed from cereal to salads, chicken, and he had sworn off canned sodas and fruit juices. He now infused his water with lemon and cucumber. He even dropped a bag of lemons into the cart and expressed his love for Swiss chard and kale.This shift in his diet indicated a significant change in his eating patterns due to his use of Ozempic. It showed how the drug was influencing his food choices and leading him towards a more healthy and balanced diet.

The Broader Impact of GLP-1 Drugs

For decades, Big Food has been marketing to people with eating disorders. But now, with the emergence of GLP-1 drugs like Ozempic, the situation has changed. Around seven million Americans are already taking these drugs, and Morgan Stanley estimates that by 2035, the number could reach 24 million.This is a significant increase and has the potential to have a wide-ranging impact. Not only are these drugs helping people with diabetes and obesity, but they also seem to be taming addictions beyond food. Research is still in its early stages, but there is evidence to suggest that they may cut the risk of various diseases such as stroke, heart and kidney disease, Alzheimer's, and Parkinson's.This shows the potential of these drugs to not only improve the health of individuals but also have a broader impact on public health.