Who Cares? Who Does?
Highlights from our global health survey 2025
How is GLP-1 affecting your category shoppers?
Our GLP-1 shopper typology was created by mapping respondents based on their GLP-1 weight loss medication awareness and usage. The result is 3 groups – GLP-1 users, GLP-1 considerers and GLP-1 non users.
If you want to learn more about these segments, their health-related actions and concerns as well as their purchasing patterns (they do differ!) reach out about our WCWD 2025 Health report, an invaluable tool to identify opportunities on how FMCG manufacturers and retailers can support shoppers.
*Segmentation will not add up to 100% as respondents who chose “prefer not to answer” are not factored into the segmentation.
Which health product attributes are worth the investment?
Health trends continue to fade in and out for shoppers. This year we have asked which health investments shoppers are willing to pay for, and which are a waste of money:
Products shoppers are willing to invest in are Probiotics, Multi vitamins and Immunity boosting supplements.
The top products shoppers believe to be a waste of money were packaged protein snacks, collagen and CBD ingredients.
Where to increase or decrease consumption?
Almost half of shoppers said they plan to reduce their intake of Chocolate & sweets and Ultra processed foods. Salty snacks also feature prominently on the decrease list. Not surprisingly, all of these categories are notoriously known to be less than ideal for your health.
In contrast, 1 in 4 shoppers say they will increase their consumption of Pulses & beans and some also aim to increase Dairy and Poultry. This bucket of categories features mostly fresh choices and a reputation to support your health.
Reach out to learn more about the categories where shoppers actual increase or decrease in purchasing matched their intentions.
