GLP-1 users may be eating less. But they’re reaching for energy drinks more. Col
By Mikeblack · May 19, 2026 · Curated by George's Blog
GLP-1 users may be eating less. But they’re reaching for energy drinks more.
Collage Group survey data shows #GLP-1 users are 1.8x more likely to consume #energydrinks weekly than the total population.
That's huge.
To put it in perspective, that higher than other functional #beverages including smoothies (6 ppt difference), sparkling water (11 ppt difference) and probiotic drinks (4 ppt difference)
As GLP-1 drives consumption down for other beverage categories like soda, the competitive intensity to win the category is going to heat up.
How do you differentiate?
More functional benefits, taste, maybe. But that's copyable.
Advertising and distribution?
Certainly, but that puts a few big guys at an advantage
I think it comes to down speaking specifically to your consumer segments.
Respecting and nurturing relevance with the core buyers that got the category to where it is ....
While developing specific messaging and engagement tactics that uniquely speak to the values, identifies and passion points driving GLP-1 consumers.
Treat them as a "sub-culture."
If I'm an energy drink #brand, I'd be testing messaging and media targeted to GLP-1 users.
I'd also looking for brands GLP-1 users already have affinity for and developing partnerships.