Over 16 million Americans—or roughly 6% of the population—are currently estimated to be taking GLP-1 drugs like Ozempic, Mounjaro, and Wegovy. What started as a popular product has now turned into a market-moving force with the power to potentially even shift the GDP by trillions of dollars. According to experts and a recent article in the Washington Post, there’s evidence that the people who take GLP-1 drugs are also over-consumers—in other words, they’re people who already tend to spend a lot of money. And even though their expenditures, especially food, initially shrink when they go on one of these medications, as they adjust to their new lifestyle, these consumers start to spend again in a big way—on healthier foods, new clothes, lifestyle and wellness programs, and active vacations. And these 16 million people represent just a portion of the Americans who are currently on a diet—41.2M, according to the Resonate AI-powered data engine, rAI.
This information presents an opportunity to marketers to capture the business of a big audience inclined to spend money. AI-powered insights are an incredibly useful tool in effectively targeting and engaging smaller segments of consumers and crafting hyper-personalized creative and messaging.
Here’s what rAI can tell us about Americans who are losing weight in 2025.
Who Are They?
Dieting is still more popular among women than men: Of the consumers who are currently on a diet, 58% are female. Otherwise, it’s a choice that sees equal representation throughout different segments of the population, regardless of age or household income.
These Americans value having the freedom to be creative and enjoying life’s pleasures, which might explain one of the motivations behind their decision to embark on a diet. Their top psychological drivers include recognition from peers and living an exciting life, both of which also make sense for a group of people doing something that will be noticeable to others and that will give them the energy they need to take on more activities.
What Are Their Shopper Preferences & Consumer Behaviors?
Americans who are on a diet tend to be more likely to purchase products that are unique, rewarding, and family-friendly; they’re less likely to buy items that are trustworthy, familiar, or popular. They’re also primarily influenced by price: 40% prioritize the cost when deciding which products or services to buy. Thirty-seven percent are influenced by brand, and just 23% are influenced by convenience. This last piece of information is unsurprising when we take into account that these consumers are also online shoppers: 63% do their shopping on the web regularly.
Similarly, when seeking out retailers, a significant 78% base their decision on who has the best prices or sales, while 44% look for convenient locations and 40% want a larger product selection. A successful marketing campaign for these individuals should include an emphasis on sales and should offer coupons: 40% of this audience uses them.
A few other things to keep in mind about this audience: They’re not big on loyalty programs. They’re also pretty average holiday shoppers, except when it comes to Easter and back to school: they’re much more likely to buy for both of these occasions than the average consumer.
Where Can You Find Them?
When you’re developing campaigns that target US adults on a diet, it’s crucial to know where to find them. According to rAI, 55% spend 11 or more hours a week watching streaming TV, and 41% spend the same amount of time watching traditional television. Here’s what they’re watching:
Top Paid Streaming Subscriptions:
- Discovery+ (with ads)
- HBO Max (with ads)
Top TV Networks:
- Univision
- Nick Jr.
- Adult Swim
Resonate offers high-performance data for your weight loss campaigns. Instantly activate off-the-shelf Resonate Segments on audiences who are actively engaging in online topics around weight loss medications like Ozempic, Wegovy, and similar GLP-1 drugs. Connect with audiences across all digital channels, including CTV, linear TV, social media platforms, audio, and video. Ready to get started with a marketing campaign that targets these consumers. Reach out to speak with a Resonate data expert today!
