The GLP-1 Revolution: An Infillion Refresher

The rise of GLP-1 medications (like Ozempic and Mounjaro) for weight loss has kicked off a modern wellness revolution – one so widespread that “everyone and their moms” seem to be talking about it. Far from a passing fad, these drugs are reshaping consumer behavior and upending multiple industries beyond just pharmaceuticals.

Semaglutide, the key ingredient in Ozempic/Wegovy, even became the top-selling US drug of 2023 at $13.8 billion in sales according to a PWC study. With over 8% of Americans already on GLP-1s and one-third more expressing interest in starting them, the market for these treatments is exploding – and companies from fashion to food are racing to adapt.

Below, we dive into the key sectors benefiting from the GLP-1 boom in Q3–Q4 2025, and how savvy marketers can leverage these trends (using tools like Infillion’s ad network) to stay ahead.

Adtech & Media: A Marketing Surge Fueled by GLP-1 Hype

The GLP-1 craze is a medical and marketing phenomenon. Pharma brands and telehealth startups are pouring money into ads to meet surging demand for weight-loss. In the first half of 2025, GLP-1 drug ads dominated U.S. airwaves, accounting for 35.7% of the top 10 prescription TV ad spending.

These medications are seemingly everywhere – from primetime TV commercials to sponsored posts on Instagram and TikTok. In fact, over half of Gen Z and Millennials aware of GLP-1 drugs recall seeing ads on social media. Media buyers have taken note: weight-loss treatments are now a prime advertising category, and health-conscious messaging is cutting through to engaged audiences.

Crucially, GLP-1 users are highly attentive consumers. Nearly 49% say they pay more attention to nutrition labels and wellness content since starting the medication. This means context matters for ad placements – brands aligning with healthy lifestyle content or weight-loss journeys can capture an actively interested demographic. We’re even seeing creative content marketing spin up around this trend.

For example, Havas Media launched a “Shape Shifting” YouTube series to engage GLP-1 users with informative yet entertaining wellness videos. Agency creatives call this approach “welltainment” – blending wellness advice with entertainment – to meet consumers where they are (often scrolling social feeds for diet tips and personal stories).

All of this translates into a huge opportunity for the entire industry. More brands – from fitness apps to low-calorie snack makers – now seek targeted ad inventory to reach the growing GLP-1 user base.

With roughly 1 in 12 Americans using a GLP-1 by late 2025, audiences interested in weight loss, nutrition, and new wardrobes are surginginfillion.com. Media buyers who harness rich data signals like interest in health content, searches about GLP-1-friendly diets can deliver high-impact campaigns on the channels that matter.

And as we’ll discuss, leveraging advanced ad networks like Infillion’s can help pinpoint these consumers across premium streaming, mobile, and CTV environments – all in a privacy-safe, brand-suitable way.

Industries Riding the GLP-1 Wave

Fashion: New Sizes, New Styles, New Spending

As people experience changes in their bodies through GLP-1 treatment, many are rediscovering their personal style or exploring fashion in new ways. Retailers are starting to respond to shifts in demand—there’s increased interest in a broader range of sizes, as well as styles that help consumers express their evolving confidence and comfort. Brands like Rent the Runway have seen upticks in more tailored silhouettes, while others are expanding their offerings to ensure inclusive options for everyone. Circana reported a 23% increase in sales of jeans, jackets, coats and parkas for active GLP-1 users, compared to non-GLP-1 users and a 23% for sales of and 50% for sales of sweatpants.

For advertisers, this is a chance to thoughtfully support consumers on a journey of self-expression. Campaigns focused on closet refreshes, style reinvention, or confidence-boosting makeovers can resonate—especially when they’re grounded in empathy and empowerment.

Food & Beverage: Quality Over Quantity

People on GLP-1s eat less—but they want every bite to count. That means more interest in high-protein, low-calorie, nutrient-dense options. Some brands are already responding, like Nestlé with its line of GLP-1-friendly frozen meals. Fresh produce, functional snacks, and wellness drinks are also on the rise. Chewy snack sales – like Nerds, beef jerky, and gum- are on the rise as well, as those with reduced appetites are looking to replace their snack habit with a similar experience.

Ad messaging that highlights mindfulness, quality ingredients, and portion control will resonate deeply. So will positioning your product as part of a broader lifestyle shift.

Supplements: Filling in the Gaps

As people eat less, many are turning to supplements to maintain nutrition—especially protein powders, vitamins, and digestive support. This is a new golden age for wellness brands that can meet evolving needs without the outdated weight-loss tropes.

The play here? Educate, don’t overpromise. Show up with clear benefits, trusted ingredients, and products that fit neatly into a user’s daily health stack.

Healthcare & Compounding Pharmacies: Meeting Demand

While shortages of name-brand GLP-1s are easing, interest in compounded alternatives and telehealth access is still high. Boutique healthcare services and mobile-first platforms are now competitive players. Some are even offering add-ons like coaching, meal plans, and companion products.

If you’re marketing in this space, focus on trust, simplicity, and speed. Consumers want to feel supported, informed, and in control.

Why This Matters to Media Buyers

The GLP-1 boom isn’t just disrupting industries—it’s spawning entirely new consumer journeys. And where there’s change, there’s opportunity. Here’s how to stay one step ahead:

1. Target the Lifestyle Shift

GLP-1 users are actively researching health, nutrition, fitness, fashion, and personal transformation. Use contextual targeting to place ads alongside relevant content—think fitness vlogs, healthy recipe sites, or makeover videos.

With Infillion’s True Targeting tools, you can tap into premium environments across CTV, mobile, and desktop, reaching high-intent audiences without relying on personal health data.

2. Make Video and Interactive Formats Work Harder

Consumers are hungry for guidance and inspiration, not just products. Use short-form video and interactive ad units to tell a story—”how to eat for energy,” “how to find your new style,” “how to fuel your GLP-1 journey.”

Infillion’s TrueX interactive units let you personalize the message and capture valuable insights based on how people engage.

3. Geo-Target Hot Markets

GLP-1 adoption is higher in certain regions—urban areas, affluent neighborhoods, and digital-forward cities. Use geo-targeting to focus your spend where impact will be strongest. Infillion’s location-based intelligence can help you find those clusters.

4. Lead with Empathy, Not Just ROI

This trend is personal. For many consumers, GLP-1 use represents a fresh start after years of struggle. Your messaging should reflect that. Avoid outdated weight-loss tropes or shame-based copy. Focus on empowerment, wellness, and progress.

Final Thoughts

The GLP-1 revolution is here and it’s not slowing down. From shifting fashion sizes to changing grocery lists, the ripple effects are showing up across nearly every consumer-facing sector. Brands that understand and authentically engage this new wave will win.

With Infillion’s platform, media buyers can reach these audiences in smarter, more human ways at scale, across screens, and in the moments that matter.

Now’s the time to ride the wave. Let’s make it count.