GLP-1 Usage is Shaping Canadian Eating Habits

Ipsos' Consumption Tracker, FIVE, captures the complete picture of how GLP-1 users are reshaping the food and beverage landscape, influencing what, when, and how Canada eats and drinks.

11.18.25

With up to 1.4 million Canadians currently using glucagon-like peptide-1 receptor agonists (GLP-1s) such as Ozempic and Wegovy – a number projected to triple by 2030 – the food and beverage industry is facing an unprecedented disruption. While GLP-1 medications are primarily indicated for Type 2 diabetes and chronic weight management in adults with obesity or overweight, they continue to be approved for new indications, expanding their reach. As the most known GLP-1 brand, Ozempic, going off patent in Canada in 2026, potential generic brands are expected to enter the market, providing affordable options and increasing accessibility.

Ipsos’ consumption tracking data, FIVE, shows consumers are increasingly driven to make food and beverage choices that align with dietary and weight management requirements. This trend is reflected in the growth of label reading behaviour, heightened concern for sugar and pull-back on consumption of categories like full-sugar carbonated soft drinks and beverage alcohol. However, no study has ever captured the complete picture of actual consumption in relation to GLP-1 usage like FIVE.

Launched in 2013, the FIVE syndicated study provides unparalleled insights, reaching 23,000 individuals annually. Designed as a daily online diary capturing everything an individual ate and drank yesterday across all categories, brands, dayparts, and venues, FIVE tracks situational dynamics, lifestyle habits, health statuses, and purchase dynamics driving item choice. Its unique module captures GLP-1 usage, offering the ability to contrast consumption habits between those who use GLP-1 medications and those who don’t, as well as distinguishing usage for diabetes versus weight loss. Learnings from the module indicate unique behaviors tied to reasons for GLP-1 usage.

This unprecedented insight arrives as part of the 12th edition of Canada's CHATS 2026 Trend Reports, "The Intentional Consumer", which identifies GLP-1’s impact as a critical force in accelerating how Canadians make more deliberate, purposeful food and beverage choices.

Join our webinar on November 27th to hear more!

About the Study

Ipsos FIVE – FIVE is a daily online diary capturing everything an individual ate and drank yesterday across all categories, brands, all dayparts and all venues (including out of home channels). We also track situational dynamics, item preparation, motivations, health statuses, lifestyle habits and purchase dynamics driving item choice. The study is a strategic targeting tool launched in 2013 that provides an unparalleled view of consumption among 23,000 individuals annually aged 2+ years.

Canada CHATS 2026: The Intentional Consumer is the 12th edition of Canada's definitive food and beverage trends report, synthesizing insights from Ipsos' best-in-class syndicated studies including FIVE, Foodservice Monitor (FSM), and Alcohol Consumption Tracker (ACT).