29 January 2026

GLP-1s Reshape Consumption

We are firmly in the weight-loss drug era. Moving from a niche solution under suspicion to a worldwide phenomenon, GLP-1 drugs are mainstream. This presents a challenge for brands and retailers who have to navigate new buyer behaviours whilst maintaining the integrity of their brand identity and purpose. There is no hiding from the tidal wave. Research from UCL published in BMC Medicine estimates that around 1.6 million people used weight-loss drugs across England, Wales and Scotland between early 2024 and early 2025. They also note that it is estimated to be around 3.3 million people who would be interested in using them within the next year. That means more people with smaller appetites, less interest in alcohol and a desire for healthier options.

Some brands have started responding to ensure they can meet the new needs of these buyers. Greggs is focusing on smaller portions and protein rich products. Morrisons has worked with the brand Applied Nutrition to create a range of GLP-1 friendly ready meals, with the Co-Op and Asda following suit with their own ranges. Ocado has launched a new weight management ‘aisle’ on their site. This could be seen as jumping on an exploding trend, but some people could be on these drugs for a long time, and brands need to be prepared to refocus their priorities. We’ve identified a few buyer behaviours that we are likely to see as weight loss drugs continue to make an impact.

Re-evaluation of the little treat

The three pm slump or the morning break treat might be losing its appeal to buyers. Rather than treating themselves to something indulgent, buyers might be looking for healthier snacks or might give us snacking completely. This might lead to treats that aren’t focused on food. Rather than spending on food treats, buyers might save their money or move to beauty products, books or clothing.

A healthier supermarket experience

Buyers who are in charge of the weekly shop might find themselves spending less and changing their habits entirely. If you’re buying for someone taking the jabs, you are likely to want to support their journey with a smaller shop and healthier items. Brands have to understand how they can reach these buyers through the right channels, with the right products. It isn’t enough to reach those taking the jabs, we must consider the buyers around them.

Eating to Live, not Living to Eat

Weight loss drugs won’t just affect the supermarket shop but will also affect hospitality as well. Buyers are likely to cut down on any spending around food and drink that isn’t really functional. A shift in the way that buyers think about food, drink and enjoyment could be on the cards. What happens when food and drink stops being at the centre of celebrations?

It’s clear that this is just the beginning of a re-evaluation for many brands within the food and drink space, and associated industries. We can’t say for certain whether this will be a passing fad, but being on the front foot of such a change in buyer behaviour might prove advantageous.

GLP-1s Reshape Consumption

Re-evaluation of the little treat

A healthier supermarket experience

Eating to Live, not Living to Eat

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