The Skinny on GLP-1s

The Convenience Leaders Vision Group (CLVG) has released its Vision Report, “The Skinny on GLP-1s and Their Impact on the Convenience Industry,” examining how GLP-1 drugs are transforming consumer purchasing patterns and retail strategies.

The CLVG quarterly meeting held on April 24, 2025, was facilitated by Roy Strasburger, CEO of StrasGlobal, president of Compliance Safe, and Vision Group Network co-founder. The meeting featured a presentation from Sherry Frey, vice president of Total Wellness at Nielsen IQ (NIQ), who delivered a comprehensive analysis of GLP-1 drugs’ market penetration, projected growth, and implications for convenience retailers.

The report emphasizes how GLP-1 drugs, originally developed for diabetes but now widely used for weight loss, represent a potentially transformative shift in consumer purchasing patterns. Retailers share insights on adapting their businesses to serve customers who are eating less, seeking high-protein options, and changing their traditional impulse-buying behaviors.

The “In The Room” transcript is now online as an interactive, searchable FlippingBook. The video recordings for the meeting presentations for this Vision Report are also available.

Key takeaways in the report include:

• Understanding GLP-1 Drugs and Their Impact: GLP-1 medications are creating fundamental changes in consumer behavior as users experience reduced hunger and alter food preferences. “The GLP-1s are a big piece, but they are just a piece, of a catalyzing moment that we have right now, especially in the U.S., around how people are thinking about what they’re eating and how they’re looking at that,” said Sherry Frey, Vice President of Total Wellness, Nielsen IQ.
• Downsizing Packages and Loading Protein: Retailers are exploring opportunities in smaller portion sizes and high-protein offerings to meet evolving customer needs. “We may have a fundamental change in how our category management works for those impulse sales,” said Roy Strasburger, CEO of StrasGlobal, President of Compliance Safe, and Vision Group Network Co-Founder, pointing to the prevalence of oversized products that may no longer meet customer needs.
• Global Trends, Domestic Shifts: International perspectives suggest U.S. convenience stores could benefit from adopting healthier foodservice models already successful in other markets. “In places like Europe where I’ve worked, it is already more customary for customers to come and expect a healthy offer in the convenience store. I think that’s an opportunity that we’ve got as a channel to be more considered for food,” said Joris van Brussel, CEO Shell Mobility and Convenience, Shell USA.
• Health and Wellness Trends: The broader implications of GLP-1 drugs extend beyond individual users to entire households and the wider economy. “There could be two or three other people in those households that are listening to the new habits of the user and transferring those habits to themselves, possibly—eating higher protein, eating less sweets, more hydration,” said Hal Adams, Senior Advisor, U.S. Proximity FEMSA/OXXO
• Data Analysis and Manufacturing Changes: Retailers are closely tracking GLP-1 adoption rates, with usage showing significant growth despite challenges with adherence and cycling. “There’s going to be a huge opportunity for the retailers who are prepared and are being innovative to differentiate themselves from other people in the industry and to take advantage of what these new opportunities are going to be,” said Greg Parker, CEO of Parker’s.
• AI’s Growing Impact on Retail Operations: In a review from the previous CLVG meeting, members shared their thoughts and new experiences about successful AI implementation. Kevin Smartt, CEO, TXB stated the challenge is sorting out “what’s actionable data for us and what’s meaningful data? What are we going to have return on investment on?”