Prescription GLP-1 medications are increasingly part of the health and wellness conversation, spanning metabolic health, weight management, and cardiovascular risk. That’s drawing attention well beyond the pharmaceutical industry, as insurers and consumer brands also try to understand the downstream effects.
To better understand current usage levels, near-term growth potential, and behavioural shifts among users, Leger surveyed 1,536 Canadians and 1,012 Americans. While adoption is more advanced in the United States, Canadian trends are following a similar trajectory, both in terms of motivations and economic and behavioral impacts.
The practical questions are: how many people say they’re using GLP-1s today, who’s interested next, and what changes do users report in everyday habits and spending?
Key findings at a glance
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- Current use: 11% of U.S. adults and 8% of Canadian adults report currently taking a prescription GLP-1 medication.
- Interest among non-users: 12% of Americans and 6% of Canadians who are not currently taking a prescription GLP-1 report interest in taking one.
- Top motivation: Weight loss is the leading reason for considering a GLP-1 or alternative (Canada: 58%; U.S.: 71%).
- Access barrier: In Canada, cost/coverage is the leading factor shaping likelihood of use; over half say insurance coverage or a lower-cost generic would increase their likelihood of using a prescription GLP-1 medication. Note: Data not collected for US.
- Behavior shifts: GLP-1 users across North America report fewer cravings/lower appetite and moderation-related changes in consumption, spending, and restaurant habits.
Report Summary
Across both markets, approximately 1 in 10 Canadians and Americans reported GLP-1 use. Weight loss is the leading driver of consideration (especially among women), followed by Type 2 diabetes/metabolic health, and the reduction of cardiovascular risk (especially among men). Cost and coverage remain the biggest access barriers. Downstream, many users report appetite-related lifestyle changes that are likely influencing grocery baskets, restaurant dining behaviors, and wellness spending.
GLP-1 use higher in the United States than Canada
According to the data, 8% of Canadian adults versus 11% of U.S. adults report currently taking a prescription GLP-1.
To illustrate magnitude (modeled estimate), applying these usage rates to 2025 adult population estimates suggests 28M+ adults in the U.S. and almost 3M adults in Canada may currently be taking a prescription GLP-1.
Important context: This population sizing is an extrapolation based on survey incidence and public population estimates; it is not a census count.
Interest in GLP-1 medications is higher in the U.S. than in Canada
Among survey respondents not currently taking a prescription GLP-1, reported interest is substantially higher in the U.S.: 12% of Americans said they are interested in taking a GLP-1, versus 6% of Canadians. Extrapolating (modeled estimate), this suggests nearly 29M Americans and 2M Canadians are currently interested in GLP-1 mediations but haven’t asked their doctor yet.
This gap suggests that—beyond current users—the U.S. also has a larger near-term market audience that is open to the category.
Why people consider GLP-1s: weight loss leads, with clear gender differences
Among respondents who currently take, have taken, or would consider taking a GLP-1 (or an alternative), the leading motivation is weight loss:
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- Canada: 58% cite weight loss as a primary reason.
- U.S.: 71% cite weight loss as a primary reason.
Metabolic health/diabetes and cardiovascular risk reduction round out the top three drivers. We see a consistent gender pattern in motivations across Canada and the U.S.
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- Women are more likely to cite weight loss as a primary motivator.
- Men are more likely to cite cardiovascular risk reduction as a key driver.
Cost and insurance coverage are the biggest levers to GLP-1 adoption in Canada*
Among Canadians with past/current/prospective GLP-1 interest (including alternative users), over half say that insurance coverage or a lower-cost generic would increase their likelihood of using a prescription GLP-1.
Women are more price-sensitive than men in our survey results. One plausible explanation is that weight-loss use (reported more frequently by women) is also more likely to be paid out-of-pocket, whereas other medical motivations may align differently with coverage.
Note: This is an observed pattern in survey responses; it does not establish causality.*Data not collected for US respondents
What GLP-1 users say is changing: appetite, well-being, and daily habits
Across the U.S. and Canada, the most commonly self-reported changes are reduced cravings and decreased appetite. In addition, many users in both countries report perceived improvements in areas such as confidence, energy, and emotional well-being.
Reported spending shifts toward wellness and lifestyle
Across both markets, GLP-1 users in this study report shifting spending away from restaurants and indulgent categories and toward clothing, fitness, personal care, and health-related products.
For brands, the practical takeaway is that GLP-1-related behavior shifts may show up in basket mix and category trade-offs, not only in healthcare.
Healthier consumption patterns are emerging. Users report directional changes in day-to-day consumption:
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- Up: fresh produce, protein-rich foods
- Down: snacks, sugary drinks, alcohol, takeout
While the pattern is consistent across both markets, declines in indulgent categories are generally even more pronounced in the U.S., reinforcing the scale of behavioral change south of the border.
Restaurant habits reflect moderation and portion changes
When it comes to dining out, users report behaviors consistent with moderation:
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- Ordering smaller portions
- Choosing lighter options
- Skipping appetizers or desserts
- Sharing more often
This has important implications for how restaurants design their menus to meet the evolving needs of their customers.
FAQ
What percentage of adults report taking a prescription GLP-1 in the U.S. and Canada?
In our survey, 11% of U.S. adults and 8% of Canadian adults reported currently taking a prescription GLP-1.
How many people does that represent?
As a modeled estimate (extrapolating survey incidence to 2025 adult population estimates), this suggests 28M+ adults in the U.S. and almost 3M adults in Canada may currently be taking a prescription GLP-1.
What percentage of non-users say they’re interested in taking a GLP-1?
Among respondents not currently taking a prescription GLP-1, 12% in the U.S. and 6% in Canada reported interest in taking one.
What is the top reason people consider GLP-1s?
Weight loss is the leading reason cited among those who take, have taken, or would consider a GLP-1 (Canada: 58%; U.S.: 71%), followed by metabolic health/diabetes.
What is the biggest factor influencing likelihood of use (Canada)?
Cost and coverage. Among Canadians with GLP-1 interest, over half say insurance coverage or a lower-cost generic would increase their likelihood of using a prescription GLP-1.
What lifestyle changes do GLP-1 users report?
Users report fewer cravings/lower appetite and shifts in consumption, spending, and restaurant behavior toward moderation (self-report).
Methodology
This online survey was conducted among 1,536 Canadian residents and 1,012 American residents aged 18 or older, between February 6 and 9, 2026. Respondents were randomly recruited through LEO’s online panel. Results were weighted by age, gender, region, income, education, and household composition.
A margin of error cannot be associated with a non-probability sample in a panel survey. For comparison, a probability sample of the Canadian sample (1,540) would have a margin of error of ±2.5%, 19 times out of 20, and for the American sample would have a margin of error of ±3.1%, 19 times out of 20.
Findings in this article are based on self-reported survey responses from adults in the U.S. and Canada. Results reflect respondent perceptions and behaviors at the time of fielding. “Prescription GLP-1” refers to respondents’ self-reported use of a prescription GLP-1 medication.
All findings presented here are based on survey self-report and should be interpreted in that context.
