GLP-1 is entering a new phase with vast implications. As adoption expands, prices decline and new formulations emerge, retailers and brands must understand how consumer behavior is evolving over time. Drawing on Circana's latest research, Sally Lyons Wyatt will examine how purchasing patterns change from the first 90 days through long-term use, the rise of intermittent GLP-1 consumers, and the category shifts creating new growth opportunities. Attendees will gain specialized insights into where innovation is winning, which products are thriving, and how to support consumers throughout their health journey without overcorrecting merchandising strategies.