NCA Sweet Insights
Inside the GLP-1 Mindset
As GLP-1 use continues to grow across the U.S., many have questioned what these medications mean for chocolate and candy consumption. NCA’s new research: Inside the GLP-1 Mindset 2026 combines proprietary consumer research with Circana household panel data to separate perception from reality. The findings reveal that GLP-1 users remain highly engaged with confectionery, choosing balance over restriction while broader economic pressures continue to have a much larger impact on category demand.
Key confectionery insights include:
GLP-1 is changing consumption, not eliminating it.
Financial strain is a much larger headwind than GLP-1 medications.
GLP-1 consumers continue to embrace balanced chocolate and candy consumption.
Study Highlights
92%
of GLP-1 users consumed chocolate during the past month, nearly identical to non-users.
22%
of GLP-1 users enjoy confectionery daily versus 15% of non-users.
Financial pressures are
6x
more likely than GLP-1 medications to drive consumers to reduce confectionery purchases.
Dive Deeper
Understand demand and behavioral shifts in confectionery. Explore the full report to learn more.
Executive Summary
The rapid adoption of GLP-1 medications is influencing eating habits, but it is not eroding consumers’ connection with confectionery. Instead, GLP-1 users are approaching chocolate and candy more intentionally, favoring smaller portions, premium products, lower-sugar options and occasions that feel worthwhile. At the same time, the research shows that inflation and household finances remain far more significant drivers of reduced confectionery consumption than medication use. For manufacturers and retailers, the greatest opportunity lies in delivering products that combine indulgence with balance, quality and better-for-you attributes rather than treating GLP-1 users as consumers who have exited the category.
Fast Facts
53%
of GLP-1 users who consume less confectionery say they’re simply eating less food overall, not specifically avoiding chocolate or candy.
83%
of GLP-1 users agree it’s perfectly fine to occasionally enjoy chocolate or candy.
48%
of GLP-1 consumers say they’ve stopped purchasing certain confectionery products because of artificial colors.
