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Study reveals that weight loss medications are transforming the behavior of Brazilians, driving new markets and redefining purchasing patterns in various sectors of the economy
The accelerated growth of the use of so-called slimming pens in Brazil is causing changes that go far beyond health and weight loss. GLP-1-based medications, such as Ozempic and Mounjaro, have begun to directly influence the consumption habits of the population, altering everything from diet to the demand for sportswear, nutritional supplements, and beauty products.
The information was released by Bloomberg Línea based on a study by the international consultancy Euromonitor, specialized in market analysis and consumer behavior. According to the survey, Brazil already shows usage rates of these medications above the global average, consolidating a trend that is expected to impact various segments of the economy in the coming years.
The scenario draws attention because the effects of GLP-1 are not limited to reducing body weight. As users modify their eating habits and lifestyle, companies in the food, retail, clothing, beauty, and supplementation sectors are beginning to adapt products and services to meet this new demand.
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Brazil records GLP-1 use above the world average
According to the Euromonitor study, almost half of Brazilians claim to be trying to lose weight in 2026. This data alone already demonstrates the strength of the market focused on health, weight control, and well-being.
However, the number that most caught the analysts’ attention was the percentage of people already using medications like Ozempic and Mounjaro.
According to the survey, 5.5% of Brazilians currently use GLP-1 class medications to aid in weight loss. The rate far exceeds the global average, which is 3.7%.
This advancement occurs at a time of strong popularization of the so-called slimming pens. Furthermore, experts believe that the trend is expected to intensify in the coming years due to the greater availability of medications and the possible reduction in prices.
Euromonitor International’s Food & Nutrition research analyst, Adriana Murasaki, explained to Bloomberg Línea that the concept of well-being is undergoing a profound transformation.
According to her, the impact of GLP-1 medications can already be observed in different sectors of the economy.
“The concept of well-being in retail has been redefined with the use of GLP-1. The impacts range from foodservice to clothing and beauty,” stated the specialist.
Additionally, Murasaki highlights that these medications are accelerating a behavioral change that was already being observed among consumers. More and more people are seeking products and services related to quality of life, balanced nutrition, and preventive health.
Reduction in sugar and alcohol consumption changes the shopping basket
One of the most significant changes identified by the study is related to the eating behavior of GLP-1 users.
Among the respondents using the medications, 46% stated they consume fewer sugary drinks after starting treatment.
This was the most cited behavioral effect by the research participants.
Additionally, 32% of users reported feeling less desire for alcohol, nicotine, and even illicit drugs.
As a consequence, many consumers have started directing their spending towards products considered healthier.
The survey shows an increase in demand for fresh foods, fruits, vegetables, lean proteins, and nutritional supplements.
At the same time, categories traditionally associated with impulsive consumption are beginning to face challenges.
This change has led manufacturers, supermarkets, and restaurants to rethink their commercial strategies.
The movement also reinforces a global trend of seeking healthier habits, especially among younger consumers.
Generation Z and Millennials lead the adoption of medications
The study indicates that the main users of GLP-1 belong to Generation Z and Millennials.
These consumers tend to show greater concern for health, aesthetics, and quality of life. Therefore, they tend to adopt new well-being solutions more quickly.
According to Adriana Murasaki, the market is already observing an increase in the consumption of products aimed at weight maintenance and obesity prevention.
Moreover, many people are starting treatments at earlier stages of being overweight.
This behavior expands opportunities for companies operating in the healthy eating, supplementation, and fitness sectors.
Another distinctive feature observed in Brazil is the appreciation of so-called “fresh foods.”
Unlike the American market, where ultra-processed products adapted for GLP-1 users are gaining ground, Brazilian consumers continue to value complete meals, especially at lunch.
Therefore, the national industry has a unique opportunity to develop products aligned with local eating habits.
The supplement and protein market is expected to grow even more
The need to maintain adequate protein intake during GLP-1 treatment is creating new opportunities for the supplement industry.
According to Euromonitor, the demand for powdered and liquid protein supplements is increasing.
Consumers are also showing interest in products that offer convenience in daily life.
In addition to proteins, there is room for items enriched with specific vitamins and minerals.
This combination meets both nutritional needs and the search for convenience.
Experts believe that this category could see significant growth in the coming years, especially if the medications become more accessible to a larger portion of the population.
Restaurants adapt menus for GLP-1 users
The transformations brought about by slimming pens have also reached the out-of-home dining sector.
According to the study, foodservice companies are already creating specific alternatives to meet this new consumer profile.
Restaurants have been developing smaller meals, reduced portions, and pricing models adapted to the new reality.
Even establishments known for offering all-you-can-eat services have started to study formats that allow for experiences with lower consumption volumes.
At the same time, à la carte restaurants are also adjusting menus and options to keep up with this change in behavior.
These adaptations show that the impact of GLP-1 medications goes beyond the health environment and directly affects the business model of various segments.
Beauty and hair care enter the companies’ radar
Another sector that is expected to gain relevance is the beauty market.
Euromonitor points out that hair loss appears as one of the side effects reported by some GLP-1 users.
For this reason, there is growing interest in products aimed at strengthening hair and preventing hair loss.
Historically, this type of treatment used to be restricted to higher price ranges.
Now, the industry is working to expand the reach of these products and reach a much larger audience.
Although many brands still do not make direct reference to GLP-1 users on their labels, several companies are already developing strategies aimed at meeting this growing demand.
Sportswear follows lifestyle change
Changes are also appearing in the clothing sector.
According to a Euromonitor survey, the sportswear segment showed annual growth exceeding the general fashion market during 2023.
This performance suggests that the transformation goes beyond weight loss.
According to experts, the phenomenon is associated with the adoption of a new lifestyle, which includes increased physical activity and constant concern for health.
A recent example was the opening of the first independent store of ACE, a sports brand owned by C&A.
The unit was opened in the Ibirapuera shopping mall in São Paulo, reinforcing retail’s bet on this segment.
The same trend also appears in the sports footwear market, which shows superior performance compared to the general footwear category.
Fall of the Ozempic patent could further accelerate the market
Another important factor is expected to drive the sector’s expansion in the coming years.
In March 2026, the patent for semaglutide in Brazil, the active ingredient used in Ozempic, expired.
This movement opens the way for the entry of generic drugs and new competitors in the market.
With greater competition, experts expect a significant reduction in prices.
If this happens, more consumers will be able to access GLP-1-based treatments.
Consequently, the impacts on food, supplementation, clothing, beauty, and well-being could become even more intense.
For Adriana Murasaki, the changes currently observed represent only the beginning of a much larger transformation.
According to the specialist, not only GLP-1 users will be influenced by this trend. People who live with these consumers also tend to change their habits over time.
In this way, the advancement of slimming pens can redefine consumption patterns in various areas of the Brazilian economy, creating opportunities for new products, services, and business models focused on health, well-being, and quality of life.
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