Alcohol consumption continues its decline. The drinking rate in the US has reached a new low: today, the percentage of US adults who say they consume alcohol has fallen to 54%. People are becoming increasingly prioritizing health and wellness: and with that comes increased awareness of the harms of alcohol.
But now GLP-1 drugs are playing into that trend: more people are turning to the drugs to lose weight; and the drugs themselves reduce cravings for alcohol.
“GLP-1 drugs are definitely changing drinking habits; people on these medications tend to drink less because they curb appetite and dampen reward signals,” says Tom Ellis, CEO of Brand Genetics, an innovation consultancy with a special focus on how behavioral science and psychology plays into brand building.
“That said, this isn’t a seismic shift; it’s adding to an existing trend toward moderation and mindful drinking that’s been building for years.”
The effect of GLP-1 drugs on alcohol consumption
Why do people on GLP-1 drugs drink less alcohol? The science behind this is fascinating.
It’s all linked to pathways in the brain. GLP-1 drugs work by creating a feeling of satiety in the brain: people feel full faster, eat less, and ultimately lose weight.
But the pathways to the brain’s pleasure and satiety overlap: which leads researchers to suggest that GLP-1 drugs may be shutting down reward signals in certain addictive behaviors, such as drinking alcohol.
That’s so interesting that GLP-1s are now being studied as potential treatments for alcohol and other substance use disorders.
But as far as beverage alcohol is concerned, the main result is that GLP-1 users are far less interested in alcohol. In fact, Morgan Stanley’s analysis of studies suggests up to 75% reduction in alcohol consumption among all patients taking GLP-1 drugs.
GLP-1 drugs might lead people to shun alcohol entirely: or the effect may be more nuanced. People might have one drink to start the evening off: but they won’t be tempted into a second or third drink after that (Morgan Stanley’s research suggests 50% fewer less drinks per occasion).
“GLP-1 drugs dampens the dopamine reward loop so users don’t get the same emotional payoff from drinking,” explained Ellis.
“Consequently, our research shows a shift from routine drinking to much more ‘intentional’ drinking, where the liquid has to work much harder on taste and experience because it can no longer rely on the buzz”.
The alcohol industry is no longer about volume
Either way, what this means for the alcohol industry is that the days of chasing volumes is over.
But alcohol giants already knew this: for years, the mantra has been ‘drinking less but better’ with an increased focus on premiumization.
“In the short term, we expect incremental pressure on volumes rather than an immediate shake-up,” said Elllis. “Think of it as a biological catalyst to the ‘less but better’ trend.”
But for the alcohol industry, the challenges are adding up. It already sees consumers moving away for various reasons: maybe they’re prioritizing health and wellness; maybe they no longer feel the social pressure to drink; or maybe cost-of-living challenges has pushed alcohol down their shopping list.
And when it comes to GLP-1 drugs, the alcohol industry is much more vulnerable than others. People need to eat food to survive, even if they are trying to lose weight. Food remains essential for nutrients. But they don’t need to drink alcohol.
“As appetite suppression kicks in, ‘share of stomach’ becomes a fierce battle,” explains Ellis.
“Alcohol offers empty calories, bloating, and, with GLP-1, a reduced dopamine reward: and is therefore often the first thing to be cut.”
The long term effect of GLP-1 consumption on alcohol is not yet known: but the direction of travel is clear.
