Drawing from retail sales, consumer panels and e-receipts, NIQ found that wellness priorities are converging across personal, social and environmental dimensions. These medications are reshaping how consumers shop for food and wellness products, with NIQ data finding that consumers are shifting toward intentional, clean-label purchases. Social media, particularly TikTok, has led to increased GLP-1 discussions that have destigmatized weight loss medications, Frey noted. Social media has also played a major role in the purchase of other health and wellness products, with health, beauty, vitamins and supplements topping the categories of TikTok purchases. “I think the piece that’s fascinating about TikTok is that it’s so great for discovery,” Frey said.