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Category Advantage measures the drivers of brand strength by capturing both mental availability (likelihood a brand comes to mind) and emotional closeness (how strongly consumers connect with a brand) among all competitors.Schedule a private briefing on this research..
GLP-1 medication users gate the category harder, allow fewer brands in, and assign each surviving brand a narrower job. This isn't a health trend — it's a restructuring of category entry logic.
Mental Penetration
Fewer brands pass the filter
Network Size
Fewer roles per brand
Conversion Friction
Stricter acceptance criteria
THE CEP RE-ORDER
Same occasions. Different reasons.
GLP-1 users enter fast casual to manage intake and post-meal experience — not to maximize volume.
RISING ENTRY POINTS
Tasty and good for my health
Healthier than typical fast food
Smaller, protein-packed meals
Keeping energy levels stable
Fewer calories / carb-conscious
Eating smaller portions
DECLINING ENTRY POINTS
Too tired to cook
Affordable yet filling
Late-night / impulse occasions
Volume-led hunger relief
BRAND READINESS SPECTRUM
Who's positioned to win — and who needs to adapt?
Structural alignment with GLP-1 decision logic determines brand resilience in this segment.
Structurally Aligned
Sweetgreen
Aligned but Must Adapt
Panera
CAVA
Broad Defaults — Must Reframe
Chipotle
Panda Express
Structural Headwinds
Wingstop
Raising Cane's
Five Guys
Why Sweetgreen wins structurally:It retains the largest network among GLP-1 users and all core CEPs they prioritize. It never relied on volume, indulgence, or impulse — so it loses nothing that matters.
STRATEGIC TAKEAWAYS
Five moves for brands navigating GLP-1 users
1
Lead with control, portion reassurance, and energy stability.These are the surviving entry points. Reframe value around "feels right" — not abundance.
2
Reduce decision and regret friction.Clear defaults, smaller portions, obvious "this works for you" cues. Make ordering feel automatic.
3
Drop volume-forward and indulgence-first cues."Affordable yet filling" is a liability message for this segment.
4
Make "staying on track" feel effortless.Not diet food. Not indulgence. Neutral permission: easy to stay on track.
5
Fit the new entry points — don't expand meaning.GLP-1 users assign narrower jobs. Brands that try to be everything get filtered out.
About this research
Morning Consult conducts over 30,000 daily proprietary surveys in 45 countries covering more than 5,000 brands and 50 economic indicators.
Our category advantage research is aimed at understanding the needs driving consumers in your category — and how your brand can own more of them. This research is built on validated principles of brand-driven growth and powered by Morning Consult’s industry-leading sampling technology.
Measure the true drivers of brand strength
Capture both mental availability (the likelihood your brand comes to mind when consumers face a need or occasion) and emotional closeness (how strongly consumers connect with your brand), benchmarked against competitors.
Uncover Category Entry Points (CEPs)
Directly tied to mental availability, see the specific needs, occasions, and triggers that drive purchase decisions in your category, and how strongly your brand is linked to them.
Pinpoint growth opportunities
Direct investment toward the moments and consumer segments with the greatest potential to grow your brand.
Turn insights into action fast
Get survey results in 4–5 days through a centralized dashboard and short-form memo that equips stakeholders with clear direction on where and how to win.
Morning Consult has pioneered a low-cost, AI-powered brand measurement solution that reveals the moments and needs driving consumers in your category — and how your brand can own more of them.
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