Demand for small portions, protein snacks, drinks and occasional indulgence unlocks a new growth opportunity for c-stores.

March 13, 2026

By Amanda Baltazar

GLP-1 medications are reshaping eating habits and shopping behavior among users, creating an increasingly valuable customer segment for c-store operators. As more consumers turn to weight-loss drugs that suppress appetite and change food cravings, convenience stores are uniquely positioned to meet demand for smaller portions, protein snacks, beverages and occasional indulgences.

As the number of consumers taking weight-loss medications only continues to increase, understanding what—and when—these shoppers buy is becoming essential for retailers looking to capture trips and sales.

The Rise of GLP-1 Medications

According to health data analytics company Truveta, GLP-1 drugs now constitute 7% of all prescriptions filled in the United States. A November webinar from market research company Circana showed that 2.9 million more consumers are filling prescriptions for them compared to a year previously—a jump of 16%. Novo Nordisk recently launched the Wegovy weight-loss pill, offering an attractive alternative to weekly injections. More GLP-1 drugs are likely to be approved as early as this year.

With 12% of Americans and counting taking GLP-1 medications, according to a survey last fall by Gallup National Health and Well-Being Index, convenience stores that are not catering to GLP-1 food cravings are missing an opportunity.

Understanding How GLP-1 Impacts Eating Habits

GLP-1 users report that while on the medication, the food “noise” in their heads goes away. Thoughts of food disappear and only actual hunger makes these consumers consider eating a meal or snack, which often happens when they’re on their way somewhere or on their way home and realize they need to eat.

GLP-1 shoppers are hitting c-stores more frequently because of what Sally Lyons Watt, global executive vice president and chief advisor, consumer goods and foodservice insights, Circana, calls “the power of one.”

They’re looking for smaller portions, she explained—they might still want to eat their favorite snack, but they only want the individual size offered at a convenience store, versus the larger size that can be found in a supermarket. The wide assortment in convenience stores is also likely appealing to GLP-1 users, she added, because there’s so much choice in products to try.

What GLP-1 Users Are Buying at C-Stores

People taking GLP-1 medications largely start to crave healthier foods and also consume more protein to prevent the muscle loss the drugs can cause.

Circana data shows they’re looking for fresh fruits, hot tea, smoothies and surprisingly, single-servings of pastries and doughnuts, because they’re not always looking to eat differently, just to eat less of the things they still enjoy.

Sherry Frey, vice president, total wellness, NIQ, agreed. These shoppers, she explained, “don’t completely steer clear of indulgent items. They often are looking for the ‘best quality’ when they’re looking for an indulgent item.”

They’re also buying a lot of drinks, said Kathy Risch, senior vice president of shopper insights and thought leadership, Acosta Group, because the drugs make them thirsty. Bottled water is a great opportunity to attract GLP-1 customers, she explained, since it’s often enhanced.

Additionally, fatigue can be a side effect of the medication, so consumers might want energy drinks and powders—especially Gen Z, who turn to beverages more than older consumers.

Consumers taking GLP-1 meds are often looking for snacks with protein, such as yogurt or nutrition bars. Younger consumers, said Risch, were already gravitating towards protein-enriched products, and “are looking at where they can get more bang for their buck.” They’re also buying mints and gum to alleviate dry mouth and bad breath side effects, she said, as well as fiber-enriched products.

Convenience stores wanting to attract GLP-1 consumers should also offer high-protein prepared foods, said Frey, as well as steer clear of fatty foods that can trigger gastrointestinal side effects. “There’s an opportunity for smaller portions and quick breakfasts,” she pointed out.

And because GLP-1 consumers are often picking up dinner in a c-store, said Frey, it can be a good idea to carry simple, yet healthy, dinner items like rotisserie chicken, dairy and produce.

However, dinner isn’t the biggest daypart for these consumers. When they’re shopping c-stores, it’s in the morning—breakfast through “almost lunch,” said Lyons Watt. “So it’s an opportunity to not only communicate to GLP-1 consumers what you have to offer for the morning occasion, but also throughout the day.”

GLP-1 Users Want Products Beyond Food

With the extensive closure of many drug stores around the United States, there’s an opportunity for convenience stores to meet the needs of consumers wanting more than food, such as personal care products and items focusing on digestive health, said Frey.

One downside of GLP-1 medications is the gastrointestinal side effects such as nausea, cramps and gas. C-stores wanting to help customers from all angles could offer some over-the-counter products to address these concerns.

Offering these products in a small size is a good idea, “just to get them over the hump,” when they’re out and about, said Lyons Watt. Bigger stores may also want to add some skincare and makeup, because as GLP-1 consumers lose weight, they start to feel better about themselves, the researchers said.

How to Reach GLP-1 Customers

The best way to let GLP-1 customers know you offer products tailored to their needs is through your loyalty program, said Acosta’s Risch. “If [stores] leverage the program in the right way, they can draw [GLP-1 customers] in for the items that are relevant. That’s a good opportunity.”

But Lyons Watt added that “you also need to be able to acquire some new consumers.” Which means some good old-fashioned advertising can always do the trick.