SEPC's Southern Innovations to Unveil First Look at How GLP-1 Users Shop the Produce Department; David Sherrod Shares

MILLEN, GA - The rapid rise of GLP-1 medications is reshaping the national conversation around health and nutrition. What is far less understood is what they are doing inside the grocery store — and how these consumers shop, plan meals, and engage with fresh produce.

The Southeast Produce Council (SEPC) will answer that question with its sixth annual What's New? 2026 consumer research during an educational session at Southern Innovations on Thursday, Sept. 10, in an interactive format led by the study's author, Anne-Marie Roerink of 210 Analytics.

This year's research is believed to be the first to examine GLP-1 users' behavior specifically in the produce department, including how medication use is influencing eating occasions, portion sizes, meal planning, and food choices. It will also explore how these shifts are affecting fruit and vegetable purchases and consumption habits.

Critically, the research goes past whether GLP-1 use is changing grocery purchases and explores what these shoppers want from the food they eat — and where that opens opportunity for retailers, foodservice operators and the wider supply chain.

"GLP-1 medications are creating an entirely new set of questions for our industry," said David Sherrod, president and CEO of SEPC, in the recent release. "This research gives us real answers about how consumer behavior is changing and, more importantly, a clear view of where fresh produce can meet shoppers where they now are."

The findings are part of SEPC's sixth annual What's New? research, presented by Anne-Marie Roerink of 210 Analytics. This year's study draws from 1,500 consumers, along with an additional sample of 150 GLP-1 medication users. SEPC welcomes all Southern Innovations attendees to join the session. Southern Innovations 2026 takes place Sept. 9-12 in Nashville, Tenn. Registration and the full education schedule are available at seproducecouncil.com.

What opportunities could GLP-1 consumers create for fresh produce? Make sure to attend Southern Innovations in Nashville to hear the findings and explore what they could mean for the industry.