The impact of GLP-1 receptor agonist use on food purchasing and eating behaviour: A qualitative investigation of consumers’ experiences.

Obesity is a growing global public health concern, and Glucagon-like peptide-1 receptor agonists (GLP-1 RAs) and dual Glucose-dependent insulinotropic polypeptide/Glucagon-like peptide-1 receptor agonists (GIP/GLP-1 RAs) have rapidly become important pharmacological treatments for weight management. While existing research has mainly focused on weight loss and appetite regulation, less is known about how these therapies influence everyday consumer eating habits, food purchasing and household food practices. In this thesis, we explored in depth the preferences, opinions, behaviour, and experiences of Italian GLP-1 users, with a particular focus on changes in their eating habits and food purchasing behaviour. Three focus groups were conducted in Italy with GLP-1 users. Data was analysed using a thematic framework analysis approach. Findings revealed consistent patterns of change in purchasing and eating behaviour among GLP-1 users, most notably reduced portion sizes, driven by altered appetite and satiety, and a shift towards buying less but higher-quality food. These changes extended to reduced quantities purchased and ordered in both supermarket and food-away-from-home settings. Participants also described shifts in taste preferences and changes in relationship with food, alongside considerable scepticism and mistrust toward "GLP-1 friendly" food labelling. These findings address an important gap in understanding how GLP-1 use may influence food purchasing decisions and everyday eating experiences. They also provide a basis for future quantitative research, public health interventions and food industry research and development.