Trend A single treatment opens a wider pathway of behaviour, support, and spending

Summary

PwC presents GLP-1 weight-management treatments as an example of how one health signal can open a much wider pathway. Consumer interest is already visible in how the category is being pulled through the healthcare system, with patients asking doctors for treatment or even a named brand. The surrounding system has not caught up, as clear routes to a prescription remain scarce. PwC's data shows GLP-1 users monitoring nutrition more closely, practising intermittent fasting, and planning to exercise and spend more on health, appearance, and food. A single treatment thus spreads into behaviour change, support services, and additional spending.