Weight-loss drugs including Mounjaro, Wegovy and Ozempic are increasingly reshaping how British consumers shop for food, driving shoppers towards smaller baskets, healthier products and reduced spending on snacks and alcohol.

The growing adoption of GLP-1 medicines is beginning to have a material impact on the UK grocery market, forcing supermarkets and food manufacturers to reconsider everything from portion sizes and pack formats to product development.

New analysis highlighted by The Times suggests the drugs are now influencing consumer behaviour across large parts of the economy, with food and drink among the sectors facing the most immediate disruption.

The shift is already showing up in household grocery bills.

Research from Worldpanel by Numerator found that 6.3 per cent of British households now contain at least one GLP-1 user, up from 4.1 per cent in 2025 and 2.3 per cent a year earlier.

Households containing a weight-loss drug user spent an estimated £780m less on groceries than comparable households in the year after treatment began, equivalent to around £418 less per household. They also purchased 299 million fewer grocery items.

The biggest pressure is being felt across categories traditionally driven by impulse and indulgence.

Consumers taking GLP-1 drugs have reported cutting back on products including crisps, confectionery, processed food and alcohol as reduced appetites and fewer cravings change established eating habits.

At the same time, demand is shifting towards fresh food, protein-rich products and meals perceived as offering greater nutritional value.

More than half of GLP-1 users surveyed by Worldpanel described themselves as eating more “mindfully”, while 54 per cent said they experienced fewer cravings and reduced “food noise”.

Supermarkets respond to changing appetites

The trend is prompting retailers to rethink ranges for shoppers who may be eating less but placing greater emphasis on nutrition.

Supermarkets including Ocado, Morrisons and Marks & Spencer have been among businesses responding to changing eating habits through areas such as smaller portions, protein-focused ranges and products suited to customers with reduced appetites.

Pack size is also becoming increasingly important.

Research published by grocery marketing platform Triyit found GLP-1 adoption was affecting not only the amount consumers eat but also their willingness to switch brands, buy smaller packs and change the categories appearing in their baskets.

The impact could become significantly larger as access to weight-loss medicines expands.

PwC estimates around three million UK adults currently use GLP-1 treatments and forecasts the figure could rise to approximately seven million, or 13 per cent of adults, as new treatments and pill-based alternatives become more widely available.

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