GLP-1 drugs are fueling the rise of the 'big kids' market, one mega restaurant chain says
Restaurant chain Cava reports that customers using GLP-1 weight-loss drugs are increasingly ordering kids' meals due to reduced appetites. This trend, dubbed the 'big kids' market, reflects a broader shift in consumer behavior as the popularity of appetite-suppressing medications grows.
Why it matters
It illustrates how pharmaceutical trends are directly impacting the food industry and consumer purchasing habits.
Cava's CEO said weight-loss drugs are fuelling the rise of a "big kids" market. Dixie D. Vereen/For The Washington Post via Getty Images Diners on GLP-1 drugs are increasingly opting for kids' meals, said Cava CEO Brett Schulman. He called this group of consumers "big kids." GLP-1 drugs are known to suppress appetite and increase the need to consume more protein. Kids' meals are in vogue, according to Cava CEO Brett Schulman. The slop bowl chain is seeing an increasing consumer base that he calls "big kids" — adult customers on GLP-1 drugs opting for kids' portions. In response to a question during a Tuesday earnings call about how weight-loss drugs were changing consumer behaviors, Schulman said Cava's offerings were already in line with what GLP-1 Consumers want: "GLPs are shifting folks more to our style of eating."
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