What is GLP-1?
Originally developed as a treatment for diabetes, glucagon-like peptide 1 (GLP-1) agonists are now in the public consciousness, the weight loss drug that is gaining momentum at an unprecedented rate.
While there a number of medications that include GLP-1, there are currently only two that are licensed for weight loss in the UK – Wegovy and Mounjaro.
Until recently, these drugs were available only via specialist weight management services or by private prescription, with an estimated 1.5 million people in the UK using these medications.
As of June 2025, GPs in England have been able to prescribe Mounjaro to people with BMI over 40 plus at least four other health problems related to obesity with a likely escalation in time.
One thing seems certain – these medications are here to stay. And the ripples are being felt all across the food industry.
How is the increasing use of GLP-1 changing the food industry?
A Kantar study “reveals how awareness, motivation, and usage of these weight-loss drugs are actively reshaping how consumers shop, eat, and engage across the FMCG landscape.”
A paper by Hristakeva et al. (Dec 24) points to stark realities for households with a least one GLP-1 user:
- 5% – 8.6% reduction in grocery spend within six months
- 11% reduction in savoury snack spend
- 6% reduction in spending out of home
It is irrefutable – the use of GLP-1 medications has led to a seismic shift in consumer behaviour, creating a disruption that is being felt by stakeholders across the food industry.
While this poses business risk, it also creates business opportunities.
Changing Definitions of “Health”
Consumers on GLP-1s are increasingly focused on nutrient density over volume. They are seeking foods that deliver a higher nutrient density per bite. This opens up new innovation opportunities in high-protein, fibre-rich, micronutrient-packed formats across ready-to-eat and convenience segments; to meet the nutritional needs of a lower overall food intake and to tackle nutritional concerns associated with the medications and their side effects.
New Customer Segments Emerging
The typical GLP-1 user is health-engaged and often a higher-income consumer. This opens up a premium segment seeking tailored foods that will suit their needs – including products with smaller portion sizes that are nutrient-rich and gut-friendly. Reformulation and innovation projects that put health at the forefront, alongside convenience and an understanding of the physical and emotional difficulties GLP-1 users can face, can bring opportunities for manufacturers and out of home businesses.
Retail and Channel Evolution
Retailers and out of home businesses around the world are already responding with smaller portion packs, menus to appeal to those with smaller appetites and claims in the United States such as “GLP-1 friendly”. Alongside these developments, digital disruption is accelerating via AI-powered nutrition apps and personalised health platforms. Strategic partnerships with digital health providers and retailers who understand satiety signals are becoming new routes to market.
Rethinking Business Strategy
For leaders in the food industry, GLP-1 uptake (now in the tens of millions globally) should be considered as a key aspect of brand planning and health strategy development. Health is no longer a ‘nice to have’ for businesses, and it can be argued that good health now equals good business. This is not only driven by GLP-1 uptake, but also investor pressures and policy initiatives. Therefore credible internal nutrition resource with experts working cross-functionally within teams can drive growth, innovation and competitive advantage.
How Nutrition Talent can help
- Identify opportunities and mitigate risks in your product portfolio
- Provide reformulation and innovation support
- Collaborate across innovation, marketing, sales, R&D and leadership teams to ensure buy-in and action across your organisation
- Input into brand planning
- Develop and implement health and nutrition strategy
- Find credible, internal nutrition resource to fit your requirements through our recruitment services
Supplementary Resources
Podcast: GLP-RAs – Everything you need to know with Oviva’s Lucy Jones
Podcast: Navigating food industry health strategies in this rapidly evolving world.