America's Most Talked-About Drug Has a Surprising Secret: 69% of GLP-1 Users Are Unlikely to Admit Taking It

DENVER--(BUSINESS WIRE)--Jun 16, 2026--

Virta Health, the leader in metabolic disease reversal, today released its third annual 2026Virta Vitals, a national survey of U.S. adults that examines Americans' evolving attitudes and behaviors toward GLP-1 medications. While GLP-1 medications have become one of the most visible health trends in America, this year’s report found that less than a third (31%) of current and former GLP-1 users are likely to admit to using one, revealing a surprising gap between public conversation and personal disclosure.

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Over the past two years, GLP-1s have become a common topic of discussion far beyond clinical settings. The number of Americans who personally know someone who has used a GLP-1 for weight loss has increased by double digits in two years (from 21% 1 to 31%), and nearly half (48%) now view these medications primarily as a weight-loss tool or lifestyle drug rather than as a treatment for chronic disease.

But despite their growing visibility, many Americans remain hesitant about using GLP-1 medications themselves. Even with the introduction of oral GLP-1 options, most Americans (61%) said they would prefer to change their behavior rather than take a prescription medication for weight loss. Amid growing concerns about cost, side effects, and long-term use, the survey suggests that awareness of GLP-1s has not necessarily translated into widespread acceptance.

Virta Vitals: The GLP-1 Era Report Highlights

“What stands out in this year’s data is the gap between how visible GLP-1s have become and how willing people are to talk about using them,” said Adam Wolfberg, MD, Chief Medical Officer at Virta Health. “Americans are seeing these medications everywhere, yet many users remain reluctant to disclose their own use. Ultimately, the question isn’t whether someone uses a GLP-1, it’s whether they are improving their metabolic health in a sustainable way. Nutrition and behavior change remain foundational, whether someone chooses to use a GLP-1 or not.”

In the first nine months of 2025, major pharmaceutical companies spent more than $700 million advertising GLP-1 medications 2, with Eli Lilly spending approximately $34 million on television spots in January 2026. 3 Yet the 2026 Virta Vitals report suggests that growing awareness of GLP-1s has not necessarily translated into greater willingness to use them.

Today, more than 90% of U.S. adults are affected by chronic metabolic conditions 4, including Type 2 diabetes, obesity, fatty liver disease, kidney disease, and cardiovascular disease, contributing an estimated $1 to $1.5 trillion in annual healthcare spending 5. Through medical care, personalized nutrition, technology, and tools like GLP-1s, Virta has helped hundreds of thousands of members improve their metabolic health and partners with more than 700 employers, health plans, and government organizations to reverse chronic disease at scale rather than simply manage it.

About the Survey

Data Sources & Methodology: The 2026 Virta Vitals report is based on a nationally representative online survey of 1,210 U.S. adults ages 18 and older, fielded April 10–12, 2026, by Researchscape International and weighted to reflect the U.S. adult population by age, gender, race/ethnicity, education, and region. The credibility interval for the full sample is approximately ±4 percentage points at the 95% confidence level. Year-over-year comparisons are drawn from Virta Vitals I, fielded July 11–15, 2024, by Wakefield Research among 1,000 U.S. adults, with a credibility interval of ±3.1 percentage points. For more information, view the full 2026 Virta Vitals report at: https://virtahealth.com/2026-virta-vitals-report.

For more information about these reports, please contact press@virtahealth.com.

About Virta Health

Virta Health is the leader in metabolic disease reversal, helping people sustainably reverse Type 2 diabetes and achieve lasting weight loss through a clinician-guided, nutrition-first approach. With the largest body of evidence on nutritional ketosis and metabolic disease reversal, Virta supports members wherever they are in their health journey — with or without GLP-1 medications. Virta partners with employers and health plans to reduce the clinical and financial burden of metabolic disease. Learn more at virtahealth.com.

1 Virta Vitals I, (Wakefield Research, July 2024, n=1,000)
2https://www.reuters.com/business/media-telecom/novos-wegovy-ozempic-us-advertising-spend-doubles-rival-eli-lilly-data-shows-2026-01-28/
3https://xtalks.com/top-10-pharma-tv-ad-spend-leaders-in-january-2026-tremfya-rinvoq-skyrizi-and-zepbound-dominate-4700/
4 Annual Report on Metabolic Disease Reversal, Virta Health, https://www.virtahealth.com/reversal-report
5 Annual Report on Metabolic Disease Reversal, Virta Health, https://www.virtahealth.com/reversal-report

America's Most Talked-About Drug Has a Surprising Secret: 69% of GLP-1 Users Are Unlikely to Admit Taking It

MILAN (AP) — AC Milan hired Rúben Amorim on Tuesday, five months after he was fired by Manchester United — with the Portuguese coach set to face his old club in one of his first matches.

Amorim was regarded as one of the top emerging coaches in Europe before his reputation took a hit in the Premier League. Milan did not announce the length of his contract but Italian media reports he has signed a three-year deal, worth 3.5 million euros ($4 million) a season plus bonuses.

“We have tracked Rúben for years and his Sporting tenure is extremely impressive and reflects the style of play that we are looking for,” said Gerry Cardinale, the managing partner of Milan's American owners, RedBird.

“He is one of the most prepared and innovative coaches of the new European generation — young, ambitious, and with a modern footballing identity defined by dominating games in possession, a modern pressing system and a clear tactical approach.”

The 41-year-old Amorim replaces Massimiliano Allegri, who was fired last month — along with Milan’s CEO and several senior directors — after what RedBird deemed “an unequivocal failure” of a season.

Milan spent much of the Serie A campaign in the top two positions and fighting for the title but a run of only two wins in its last eight matches dropped it to fifth on the last day of the season and saw it miss out on Champions League qualification.

Amorim was fired by United in January, the day after making provocative comments about his position within the club’s hierarchy in a puzzling post-match press conference.

That proved to be the final straw following a difficult 14 months in the job.

Amorim had apologized to fans at the end of the 2024-25 season for what he described as a “disastrous” campaign when United finished 15th in the standings — its lowest in the Premier League era. He also oversaw unwanted club records including the most losses in a Premier League season and the lowest points total.

Amorim was considered one of the brightest coaches in Europe when United hired him from Sporting Lisbon. He had led the Portuguese team to its first league title in 19 years in 2021 and won the Primeira Liga again three years later.

Amorim faced constant questions about his tactics at United, where he continued to stubbornly favor a 3-4-3 formation that did not seem to suit his players.

However, it is that attacking system — completely different to Allegri’s much more defensive style — that has reportedly attracted Cardinale and special adviser Zlatan Ibrahimovic.

“Rúben believes in high press attacking football with quick transitions that enable greater goal scoring," Cardinale added. "His philosophy aligns perfectly with our vision, while his leadership qualities and track record in developing players stood out to us.

"We believe in Rúben and are excited to welcome him to the club.”

Allegri rarely used a 3-4-3 formation apart from late on in games where Milan was trailing, in a desperate, last-ditch attempt to claw something back.

So the players are mostly untested in the system, although it could suit several of them, especially wingback Alexis Saelemaekers, who has explosive pace and offensive skills.

United States international Christian Pulisic, who had a dismal second half of the season with Milan, could revel in that formation, in his preferred role on one of the flanks of the attacking trident.

One of the players most suited to the system is Rafael Leão, who has said he will leave Milan in the offseason. However, it remains to be seen whether he changes his mind with the arrival of Amorim.

Milan faces United in a pre-season friendly in Poland on Aug. 15.

In an interview given to Portuguese media at the start of his managerial career, Amorim said it had been a childhood dream to play for Benfica and Milan. Amorim, who spent most of his playing career with Benfica, added with a laugh that since he hadn’t managed to play for Milan he would have to coach the Italian team.

“There are ambitions that stay with you throughout your career," Amorim said Tuesday, "and coaching AC Milan has always been one of mine. I know exactly what this club means: history, prestige and an extraordinary fanbase around the world.

“It is a challenge I embrace with pride and enthusiasm, fully aware of what these colors represent. I can’t wait to get started and to experience every day the passion that drives AC Milan.”

AP soccer: https://apnews.com/hub/soccer

FILE - Sporting players throw head coach Ruben Amorim in the air at the end of the Champions League opening phase soccer match between Sporting CP and Manchester City at the Alvalade stadium in Lisbon, Nov. 5, 2024. (AP Photo/Armando Franca, file)

FILE - Manchester United's head coach Ruben Amorim watches from the sideline during the English Premier League soccer match between Manchester United and Sunderland at Old Trafford stadium in Manchester, England, Oct. 4, 2025. (AP Photo/Dave Thompson, file)