The data: 18% of US adults have tried a GLP-1 drug to lose weight, or to treat diabetes or heart disease, and 12% are currently using them, per new KFF survey data.

• This marks a sharp increase from the 12% who said they’d taken a GLP-1 and 6% who were using a GLP-1 in KFF’s May 2024 survey.
• Women account for 22% of those who have ever used GLP-1s in 2025, compared with 14% of men.
• Currently, 15% of women are taking GLP-1s compared with 9% of men.
• GLP-1 use is highest among people ages 50-64: 30% in this age group have ever taken them and 22% are currently using them.
• 30- to 49-year-olds make up the second-highest age group: 18% have tried GLP-1s, and 11% are currently using them.

77% of consumers who have used a GLP-1 were diagnosed as overweight or obese by a healthcare provider within the past five years. Other commonly diagnosed conditions among GLP-1 users were diabetes (49%) and heart disease (21%), per KFF.

However, consumers’ primary reason for taking a GLP-1 was split between:

• Treating a chronic health condition (38%)
• Losing weight (30%)
• Both losing weight and treating a chronic condition (32%)

Why it matters: Consumer awareness and interest is growing in GLP-1s, which is increasing alongside actual use.

• About 37% of Americans have a family member or friend who is taking a GLP-1 for weight loss or for a chronic condition, per KFF.
• 22% of adults who are not currently taking a GLP-1 are interested in trying them for weight loss.
• Interest in taking GLP-1s for weight loss jumps to 43% among adults who have been diagnosed as overweight or obese in the past five years.

Implications for marketers: Interest in GLP-1s is highest among consumers diagnosed as overweight or obese, but weight loss isn’t always what motivates people to use GLP-1s.

Marketers need to position GLP-1 use around whole health, not just weight loss.

• Highlight positive health outcomes. Emphasize improved metabolic health, fitness, and energy gains over aesthetic weight-loss messaging.
• Tap credible micro-influencers. Partner with creators who blend fitness, nutrition, and chronic-condition management with GLP-1 use.
• Capitalize on growing awareness and interest. Help consumers feel comfortable by reinforcing that it’s reasonable and responsible to consider GLP-1 treatment.