A guide to GLP-1 weight loss drugs’ impact on fine food retail

By now, most of us have heard of GLP-1 weight-loss drugs like Wegovy, Ozempic and Mounjaro – and chances are you may even know someone who uses them.

Uptake of GLP-1s almost doubled in the nine months to March 2026, recent research from IGD revealed. Today, nearly all (94%) UK adults are aware of weight-loss drugs (up from 88% in June 2025) and 42% personally know someone who uses them (a big jump from 24%).

While it is still only 6% of Brits that use GLP-1s, according to IGD, the recent acceleration in use has been swift, and even more growth could be on the horizon, as Caroline Young, shopper insights manager at IGD, explains. “While awareness of GLP-1s has become mainstream, usage remains fairly exclusive – for now. Barriers to use are declining and the upcoming availability of oral formats will remove a major barrier in administering injections, which deters 39% of UK adults.”

What does this mean for fine food retailers?

You might be tempted to scroll past the news or dismiss it as irrelevant, but it’s important for everyone in the food and drink industry to understand how GLP-1s work, and how they can change consumers’ motivations around food.

Domini Town, head of product at health and nutrition manufacturing specialist Food Nutrition Partners, tells Speciality Food that these medicines are “disrupting the market substantially”.

“We’ve been working with lots of our functional food brands to help them react to this change, and a few key themes have become clear,” Domini continues.

These medications have “fundamentally changed how [GLP-1 users] relate to food,” adds Dr Debra Marcos, medical director at Weight Medics, a specialist in clinical nutrition and GLP-1 medication. “Patients who previously focused on convenience or indulgence now prioritise satiety, protein content, and how long foods will keep them feeling satisfied,” she says.

These changes are something even the customer themselves may not be aware of. “The shift is often unconscious as they are simply responding to different hunger cues and metabolic signals,” Debra says.

Despite this, new opportunities are emerging, believes Mark Gilbert, nutritionist at PortionIQ, a nutrition range developed by Cambridge Nutritional Foods to support people using GLP-1 medications.

“Consumers using GLP-1 medications are fundamentally changing how they approach food, and that creates a real opportunity for fine food retailers to rethink what premium convenience looks like,” he says.

How GLP-1s are changing consumer food preferences

GLP-1 medications are used for weight management, and they work by helping people feel fuller for longer, reducing hunger and, in some cases, changing the way people respond to food cues, explains superintendent pharmacist Ana Carolina Goncalves from Pharmica.

“As a result, their growing use has implications beyond healthcare, because they can influence how often people eat, what portion sizes feel appropriate and which products feel appealing,” she continues.

What’s more, a study last year found that a whopping 81% of users of the latest and fastest-growing GLP-1 experienced at least one side effect. 

GLP-1 weight-loss drugs can:
● Suppress appetites
● Change how food tastes
● Potentially risk loss of muscle mass and dehydration due to loss of thirst
● Result in less eating and drinking out
● Cause side effects like nausea, bloating and digestive disruption

Nearly 60% of GLP-1 users say their preference for fatty foods decreases, 49% say they desire sweet foods less, 37% say the same of creamy foods and 32% for salty foods, according to IGD’s research. However, flavour experiences are complex. In fact, more than a quarter of users showed an increased preference for sweet or creamy foods.

“This presents a shift in the shopping habits of users as they address their new nutritional needs,” Domini says. And some high street brands are already responding. For example, Greggs launched an ‘eggs at Greggs’ campaign as it rolled out smaller portions of protein-rich snacks.

Another major consideration is digestive comfort, Mark adds. “Research shows a significant proportion of GLP-1 users experience side effects such as nausea, reported by up to 44% in some trials, alongside bloating and digestive disruption. As a result, lower-volume meals that feel light and digest easily are likely to resonate far more than heavy, fibre-forward options,” he says.

For retailers, Ana says, “the question is increasingly less about whether GLP-1 medications may affect purchasing patterns and more about where and how quickly those effects will show up”.

With side effects making consumers less responsive to emotional, situational and external sensory triggers, Ana adds, “That could make traditional retail marketing methods such as impulse displays, large-format packaging, sampling and point-of-sale prompts less effective for some GLP-1 users, particularly where they rely on spontaneous appetite or emotional eating cues.”

Early data suggests consumers who have started GLP-1 treatment are purchasing less food overall, with shifts in basket composition including fewer calories, sugars, saturated fats and carbohydrates, as well as modest increases in protein purchasing and lower share of ultra-processed foods.

Instead, customers are placing greater value of quality, freshness and nutritional content, Debra says.

How can fine food retailers cater to GLP-1 users?

Fine food retailers are well positioned to respond to shifting consumer preferences, Debra says, “as they already offer the protein-rich foods, fresh produce and minimally processed items.”

Domini agrees. “Speciality food retailers are uniquely placed to meet the needs of this market,” she begins. People visiting fine food stores are often already health conscious by nature and value premium ingredients, Domini says, “so many of the products in this niche are already developed and packaged in a way that will work for GLP-1 users. With a few strategic tweaks, the biggest winners will be those who adapt to offer smaller portion sizes while highlighting the quality and nutritional value proposition of their products.”

The key, Debra says, “is about presenting and packaging products in ‘just enough’ formats, i.e. smaller portion sizes that reduce waste while maintaining quality. There’s a clear opportunity to emphasise how these products support satiety and sustained energy.”

With GLP-1s suppressing dopamine signalling, Mark adds, consumers may need greater sensory stimulation to feel inclined to eat. “This makes taste, aroma and visual appeal even more important. If a meal does not immediately signal indulgence and enjoyment, it risks being left untouched.”

GLP-1 consumers are making “more deliberate” food choices rather than spontaneous indulgence or grazing, Ana agrees. “For a sector built on discovery, sampling and considered purchase, that is not necessarily a threat,” Ana says. “It does, however, suggest that very rich pâtés, cream-laden bakes, large charcuterie boards and oversized confectionery may need to be balanced with smaller, lighter or more protein-led options.”

This doesn’t necessarily mean customers stop valuing indulgence, but they may become more selective, prioritising quality, portion control and nutritional value over volume. “For example, smaller jar sizes, tasting flights, half-cheeses, mini patisserie and charcuterie boxes designed for one or two people all align with the ‘less but better’ pattern that market analysts have observed across this group,” Ana says. 

“Independent fine food retailers are arguably better placed than the supermarkets to do this because many already serve cut-to-order from counters and can adjust portion sizes on request,” she adds.

Staff at the deli or butcher’s counter can also recommend lighter preparations, suggest appropriate portion sizes and signpost protein-led options, which “will add genuine value,” Ana says.

The best foods for GLP-1 customers

Ana shares her top picks to cater to the dietary patterns emerging for GLP-1 medication users:

● Protein-rich and fibre-rich items
● Cured fish
● Artisan cheeses in measured portions
● Pulses
● Fermented foods
● High-quality eggs
● Nut-based products
● Seeded breads
● Fresh, seasonal produce

Consider nutrition

With GLP-1 drug users’ appetites suppressed, Domini warns that they could be at a “nutritional disadvantage”, so considering how promoting nutrient-rich foods could help your shop.

“It is not simply about offering smaller portions,” Mark agrees. “It is about delivering meals that are nutrient-dense, easy to digest and still genuinely desirable to eat.

“As appetite decreases, every mouthful has to work harder,” he continues. “That places the focus firmly on high-quality protein and essential micronutrients. Fine food retailers are well positioned here, as premium positioning allows greater use of ingredients such as fish, poultry, eggs and dairy that deliver complete protein and strong nutritional density.”

He believes the retailers that succeed will be those that understand GLP-1 consumers are not simply looking for less food. “They are looking for smarter food: smaller portions with exceptional flavour, premium ingredients and nutrition that justifies every bite.”

Julia Kessler, CEO of fiid, a nutritious, convenient alternative to conventional ready meals, believes “the moment for the consumer has come — and it’s going to have a massive impact on the food sector, not just for those using these weight loss drugs but across the board”.

And once again, it’s a change that favours fine food retailers, whose businesses aren’t built on sales volume but flavour, choice and trust. “What we’re seeing is a move towards a ‘little but often’ mindset. Shoppers are buying smaller quantities but they’re far more selective — looking for food that delivers on taste, fibre, protein and satisfaction in fewer bites,” Julia says. “That plays directly into what speciality food retailers have always done well: curation, quality and knowing the story behind what they stock.”

One area where independent retailers can do more, Julia believes, is building their range around nutritional density. “Fine food has traditionally earned its reputation through provenance and flavour, and those things still matter enormously. But there’s now a third dimension consumers are weighing up: how much a product actually delivers per portion — in protein, in fibre, in how it makes them feel afterwards,” Julia says. “That’s a new lens, and retailers who understand it will be ahead.”

A word of warning on labelling

“Clear labelling around ingredients, sourcing, and nutritional value will help GLP 1 customers make quicker, more confident choices, as well as knowledgeable staff who can guide them towards options that suit their evolving appetites,” Debra says.

But while you may be keen to promote options that suit these new consumer purchasing patterns, Ana warns retailers to be cautious of phrases like ‘GLP-1 friendly’, “as UK rules restrict food claims that imply disease prevention, treatment or medicinal effects, and claims must not mislead consumers or suggest special properties that a product does not have.”

Fiid, for example, has not repositioned itself for GLP-1, but highlights its products nutritional profile, portion size and convenience. “I wouldn’t want to over-label it,” Julia says. “It is all about having a good mix of fibre and nutrition, and we’ve always offered that.

“Safer language,” Ana says, “would focus on factual nutrition or format claims, such as ‘high protein’, ‘source of fibre’, ‘smaller portion’ or ‘single serve’, rather than suggesting that a product has a special medical role.”

Are these changes here to stay?

A recent survey by trade show IFE found that a third (34%) of respondents believe GLP-1 weight-loss medications will have a noticeable but limited impact on the market, and nearly a quarter (23%) expect significant reformulation across certain categories. But only 17% say they think they will fundamentally reshape food and drink. 

Others think the impact could be bigger. “This isn’t temporary,” Julia says. “It’s a structural reshaping of how people think about food — and the independent retailers who lean into that evolution have a real opportunity to deepen their relevance and build lasting loyalty in the process.”