Gen Z says weight loss drugs are part of their New Year’s resolutions

The trend: Over one-quarter (26%) of US consumers plan to take a weight loss drug to achieve their 2025 New Year's resolution goals, according to a recent Tebra survey. 1,012 Americans were polled in November, and respondents included both GLP-1 users and non-users.

Younger and female consumers are most likely to turn to weight loss medications such as Ozempic as part of their wellness goals for the upcoming year.

• Gen Zers (37%) are the generation that most want to incorporate GLP-1s into their health regimens in 2025. Millennials (23%) are the least likely.
• 30% of women plan to use GLP-1s this year, compared with 20% of men.

GLP-1s vs. the gym: Two-thirds (66%) of US consumers view GLP-1s as a more effective approach to weight loss than conventional methods such as diet and exercise. This includes 86% who are currently taking a GLP-1 drug.

Many people who want to take a weight loss medication this year have previously struggled to stick to their health goals.

• 89% believe that GLP-1s will help them reach their 2025 wellness objectives. This is particularly important for the half of respondents who have abandoned such goals in past New Year's resolutions.
• Achieving quicker results (55%) and overcoming challenges with traditional weight loss methods (51%) are the top reasons respondents cited for considering GLP-1s in 2025.
• One-quarter said they’re exploring GLP-1 use because it’s a shortcut to losing weight.

Yes, but: Affordability will prevent many of the people who plan on taking a GLP-1 this year—particularly Gen Zers—from having consistent access.

Lots of GLP-1 users can currently afford their prescriptions thanks to cheaper, compounded versions being available while branded drugs are in short supply.

But these lower-priced forms may not be around for much longer. The FDA recently said Eli Lilly’s tirzepatide (marketed as Zepbound and Mounjaro) is no longer in shortage, meaning companies that sell compounded tirzepatide will soon have to take their products off the market. The agency hasn’t said when it might remove compounded semaglutide (Ozempic, Wegovy) from its shortage list.

The result will be higher prices for patients, which could disproportionally affect younger generations that have the most trouble affording care and treatment.

The final word: Consumers feel societal pressure to improve their health, with weight loss being a common New Year’s resolution each January. But in 2025, diets, cleanses, and gym memberships are seen by many as less appealing than getting a GLP-1 prescription.

At the same time, lots of new GLP-1 users may quickly learn that the drugs aren’t for them, primarily due to affordability concerns and experiencing side effects. We believe this is an opportunity for marketers in the health/wellness and fitness spaces to flip the narrative by promoting their products and services to health-conscious consumers as being more sustainable, cost-effective, and safer than weight loss shots.

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