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Numerator Launches GLP-1 Trends Hub

October 14 2025

Numerator, the business in the process of spinning off from Kantar and including the latter's Worldpanel division, has launched a GLP-1 'Trends Hub', providing a centralized view of consumer usage of and interest in the category, which includes weight loss drugs like Ozempic and Wegovy.

Steve KramerChicago-headquartered Numerator was formed just over six years ago and acquired by Kantar in 2021 for $1.5bn. It now counts 5,400 employees worldwide, of which a majority (3,300) are within the Worldpanel division, which gathers data representing nearly 6 billion consumers in more than 50 countries, via 130 panels worldwide. In announcing its change of Chief Exec last month Kantar said the separation of the business from its remaining Consulting / Profiles division was now 'well advanced'.

The firm's static panelists are surveyed quarterly about their GLP-1 usage and sentiments, and included in the new Hub if they have completed the five latest quarterly surveys - on average around 30,000 panelists meet this criteria each quarter. Attitudes and usage going back to April 2024 are presented alongside purchasing behavior and demographics, for use by brands, retailers and foodservice providers. The Hub tracks adoption of the drugs, medications used and consumer sentiment across demographics; identifies where purchasers shop and which categories are disproportionately affected by this; and assesses longitudinal purchase impacts - how GLP-1 usage has influenced purchase behavior over time.

As an example of the last, early findings show that a slight majority (52%) of GLP-1 users between July 2024 and July 2025 reported a goal of losing at least 15 pounds, and that within six months of adoption these households reduced spending by 10% across 100+ categories in Grocery, QSR and Tobacco sectors, while increasing their spending in health-related categories including protein shakes (38%), bone health (23%) and superfoods (58%). When GLP-1 usage lapses, the firm says 'indulgent categories like candy and baked goods typically rebound within the first three to six months', but notes that 'continued prioritization of fresh produce and meats suggests a longer-term impact on health-driven consumption habits.'

Steve Kramer (pictured), VP of Product Innovation at Numerator, states: 'The GLP-1 environment is continually evolving, with changes to policies, insurance coverage, and delivery mechanisms that expand access and reduce costs to consumers. It will be critical for brands, retailers, and foodservice providers to keep a consistent pulse on the shifting purchasing dynamics and health-driven trade-offs, as consumers adopt, lapse, and return to these medications.'

Web sites: www.numerator.com and www.worldpanelbynumerator.com .


Other companies who have launched studies and panels of anti-obesity medications include Ipsos and 1Q.

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