How GLP-1 is biting into Food behaviour and Food retail
The new year has kicked off with a bang and now is the to sit back and watch what companies have been working on over the past year. It comes as no surprise that GLP-1 has been a key influencer of new recipes, products and services, and most notably how GLP-1 has impacted food retail. Food retailers such as Co-op, Marks & Spencer's, Morrisons and Greggs have all launched new product lines that cater to the stomach size, appetite, nutritional demands and taste preferences of GLP-1 users. This article covers what these seismic shifts mean for executives in the food & health industry.
The number of GLP-1 users has been growing rapidly over the last two years. In the US it is estimated that around 20% of households have at least 1 adult on the drug (Circana) whereas in the UK the number now sits at 2.5million users translating to around 6% of the population. While this number may sound low, it has companies worried enough to lean into the trend. It is important to consider the wider and downstream effects GLP-1 has on the eating, shopping and lifestyle behaviors of users.
3 ways GLP-1 has been impacted diet, nutrition and health
Dietary patterns and behaviors
High protein diets are the dietary pattern most frequently adopted by GLP-1 users. The goal is to mitigate the loss of lean mass and achieve the recommended daily protein on a calorie reduced diet. However, despite the heightened awareness and increase in protein forward purchases, GLP-1 users still have a protein intake gap from what we know to date (Johnson et al 2025).
High fiber is another priority for GLP-1 users in order to maintain gut function, however because fiber slows down gastric emptying which can lead to a feeling of fullness, GLP-1 users struggle to meet their recommended daily fiber intake.
Paleo and Keto eating patterns are also favored because of their high protein focus, and there are a few reports of vegan dietary patterns becoming more popular amog GLP-1 users.
There is less of a focus on micronutrients, which is a big concern considering that total calorie is intake is reduced by up to 40% which has a knock on effect on total micronutrient intake. Again recent papers have highlighted that micronutrients such as Calcium, iron, B12, B6 are frequently underconsumed whilst on treatment.
Hydration has also become a huge concern as GLP-1 experience a loss of appetite for both foods and fluids, the risk of dehydration is high.
Other behaviors include smaller portions, less snacking, avoiding alcohol and fewer eating out of home trips.
Lifestyle
Recent surveys have also demonstrated that GLP-1 users spend more on wearables, gym memberships and beauty products in the first year of being on GLP-1 drugs. This shift in behavior indicates a move towards holistic health and adopting a long-term view on investing in health.
As GLP-1 becomes more mainstream, eating out and being social has increased demand for menu transparency, nutritional details, and healthier, portion-aligned options.
We also know that the frequency of cooking at home has increased among GLP-1 users. This has meant that the demand for recipes, meal plans and product recommendations has also increased. From hydration to high protein snacks, life on GLP-1 goes on and products need to match the taste, format and formulations that users want.
Health
While GLP-1 agonists were designed as drugs to treat Diabetes, they have become a tool to improve metabolic health through weight management. GLP-1 users have reported less food noise, a stronger ability to fight snacking impulses, and feeling satiated after a meal. Other surveys have demonstrated that the goals of GLP-1 use are really around wanting to eat better and improve long term health.
This shift in focus towards health indicates that weight loss is a bonus. GLP-1 lowers the daily struggle to combat the challenges of biology and an obesogenic environment. This shift towards longevity and long-term metabolic health means a pivot into a new era, drugs that support or promote long term prevention and holistic health. However in order to achieve the health benefits, the impact of diet and lifestyle should not be underestimated.
It is shocking that despite widespread use of GLP-1 less than 8% of users are referred to a dietitian for nutrition and behaviour change support within the first 6 months. As trusted healthcare providers, this should be an indispensable service for adherence to achieve health outcomes.
What does this mean for formulators, innovators and retailers?
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Food formulation should go beyond thinking about just protein and fiber. Nutrient density, recipes, new flavours, foods and texture as well as culturally relevant options, should also be part of the pipeline
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Food does more than nourish on a small appetite, it should contribute to overall health, with functional benefits and made practical in order to fit into busy daily routines, highlight this in communications
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While diet tribes (Keto, Paleo) are waning, they still exist. It is important to understand which combination of dietary patterns users adopt to understand how best to position foods and or ingredients without excluding any groups.
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We are operating in a new world where health, tech, food and wellness converge. This means that not only should brands consult with subject matter experts from tech, behavior change, nutrition and psychology to better understand this rapidly growing group, they should also widen their innovation approach beyond personas by objectively measuring whether the behavior matches their assumptions in the real-world.
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Partner with Telehealth services that can provide support, product recommendation and behaviour change.
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Food retailers should partner with companies who can see and understand how their products are used and consumed in the context of real life.
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Personalization is key as daily protein demands, symptoms and physical activity vary greatly among users. Companies need to access data from a variety of sources in order to paint a comprehensive picture of users. This means partnering with tech companies, personalised nutrition providers and healthcare professionals to move the needle where long term health outcomes can be realised.
Now that the GLP-1 tablet format has been launched, accessibility will increase and new behaviors and trends will soon emerge. Buckle up for a wave of new products and services.
The GLP-1 watchouts
Evidence shows that European consumers are willing to pay up to 30% more for health products, however the GLP-1 trend has also forced producers to make foods and meals more nutrient dense. Is that not what should have happened anyway?
My guess is that on one hand consumers will become reticent about paying premium for products that are deemed to be “healthier”, and on the other hand, this widens health inequality where only the wealthy who can afford premium ready meals will benefit from the nutritional and functional benefits.
As consumers increasingly look to AI services to answer their questions around product recommendations, companies should be proactive to show up online through quality, educational content and accurate, transparent product information.
The Qina take
GLP-1 is not just a pharma phenomenon, it is a catalyst accelerating the convergence of food, health, technology, wellness and society. Companies and executives need to have a holistic view across verticals as so many industries are impacted simultaneously.
The winners will be those who:
Act fast and iterate as the market is moving from early adoption to mainstream. Agility and a test-and-learn mindset are essential.
Invest in science and data as efficacy, transparency, and personalization are the new table stakes.
Build cross-sector partnerships as no single company can address the complexity of consumer health alone.
Put the consumer at the center by delivering solutions that are evidence-based, accessible, and truly improve health outcomes.
Believe that the value should be shared in a way that all stakeholders benefit, not just a handful of companies.
Reimagine and reposition their products for health
What to Expect Next
This year we can expect to see more strategic partnerships between food, pharma and health companies. We should also expect to see more product launches targetted towards segments of GLP-1 users especially for those ramping off treatment. And of course in my view, what are we desperately missing? quality and longitudinal datasets that help us blend data across food and health to better understand how we can support GLP-1 users best.
Need help navigating the GLP-1 landscape or building your personalized nutrition & health strategy? Qina offers data, insights, and consultancy to help you innovate and lead in this new era.