The surge in reputation of GLP-1 drugs is altering the face of foodservice and retail. Eating places and bars are re-thinking portion and drink sizes whereas CPG manufacturers are responding with product innovation that caters to the particular dietary wants of this rising client cohort.
Classes resembling protein-packed yogurts or hunger-staving snacks have been among the many large winners of the load administration pattern; and now, whole ranges of ‘GLP-1 pleasant’ meals are beginning to crop up.
We analyze the profile of the GLP-1 client in 2026 and the way their grocery selections are impacting the trade.
Who’s the standard GLP-1 meals client?
The standard GLP-1 client is younger, prosperous and health-conscious, in line with knowledge by British market analysis firm Lumina Intelligence.
These customers work out greater than the final inhabitants; search for high-protein choices, and most describe themselves as ‘very health-driven’.
“Within the UK, about 95% of the shoppers on GLP-1s have a family earnings of over £100,000 ($135,000),” Lumina Intelligence perception lead Flora Zwolinksi informed us. “They’re additionally largely aged 25 to 35, so younger Millennials. These are the individuals who overtrade within the out-of-home market and have loads of spending energy.”
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Prosperous Millennials are additionally the kind of shoppers who’re career-focused, calm down later than in life, and have extra disposable earnings. When it comes to grocery buying preferences, these shoppers overlap with spenders at upmarket meals retailer M&S, who’re usually discerning, mid-to-high earnings customers.
GLP-1 customers are additionally extra health-driven and educated about wholesome meals selections, in line with the market analysis company. This highlights the hyperlink between affluence and socioeconomic standing – with weight problems being extra widespread statistically amongst lower-income shoppers.
However weight problems isn’t the one think about understanding weight reduction remedy use in Britain. In line with Lumina Intelligence, the overwhelming majority of present GLP-1 customers stay within the capital London, the place weight problems charges are a few of the lowest within the UK. Gender-wise, it’s a near-even break up between women and men.
As well as, most GLP-1 customers – each present and previous – stay with their companions and kids, suggesting there’s scope for meals manufacturers to attraction with family-friendly propositions and shareable pack sizes.
UK vs US: How GLP-1 shoppers evaluate
The US is the biggest marketplace for GLP-1 receptor agonists: in comparison with the remainder of the world, extra Individuals use or have used GLP-1 medication prior to now.
However the make-up of GLP-1 shoppers within the US is considerably completely different than the UK.
In line with market perception agency KFF, present GLP-1 use within the US is highest amongst those that are between the ages of fifty and 64 (22%); whereas it’s 11% amongst these aged 30-49. Compared, within the UK it’s youthful Millennials (25-35) who use or have used GLP-1s probably the most.
Within the US, extra girls than males say they use GLP-1s, which is in step with the UK, although Britons have a near-even break up.
There’s a key similarity throughout each nations: it’s the extra prosperous demographic that’s utilizing GLP-1s probably the most. Within the US, use is increased amongst shoppers with medical health insurance (12%) in comparison with those that are uninsured (4%). Equally, within the UK, round 95% of GLP-1 customers have a excessive disposable earnings.
Would ‘GLP-1 pleasant’ ranges win over GLP-1 customers?
Within the UK, main retailers together with Asda, Co-Op Meals, Morrisons and M&S have launched new traces of prepared meals that many analysts consider are a response to the rising demand for nutrient-dense but handy meals choices sought by GLP-1 customers. From breakfast pots and salads and takeaway-style meals, these ranges main on fiber, protein and low-calories claims.
Sustaining a nutritious diet is paramount for GLP-1 customers, significantly after they arrive off the drugs. However how do prepared meals – a lot of that are classed as ultra-processed meals (UPFs) – accessible from main supermarkets match into this narrative?
“There are loads of uncomfortable side effects that individuals on weight-loss drugs expertise due to not getting the vitamins they want,” stated Zwolinski. “So having a compact, nutrient-dense meal could also be precisely what they’d need.”
Urge for food suppression additionally means that GLP-1 customers can be much less more likely to cook dinner often; making them a first-rate goal demographic for ready-meal ranges or different convenience-focused meals merchandise.
“We additionally see that these shoppers overtrade in classes resembling frozen meals and tins, so there’s a little bit of a reluctance to purchase a number of contemporary meals,” the perception lead added. “Which is smart: they don’t wish to waste meals, however wish to have choices readily available.”
Among the many UK’s GLP-1 customers, there’s additionally overtrade in yogurt, highlighting demand for protein-packed meals.
Urge for food for each meat and dairy is impacted barely, with GLP-1 customers consuming dairy and meat much less typically, in line with the info.
The place do GLP-1 customers store from?
GLP-1 shoppers’ tendency to eat much less and fewer typically is charting new alternatives within the comfort sector. In line with the info, GLP-1 customers are much less more likely to store from massive supermarkets in comparison with the final inhabitants.
As a substitute, they go to their native nook store extra typically. That is pushed by the London and demographic profile of GLP-1 customers within the UK, Zwolinski famous, however can also be influenced by smaller appetites resulting in ‘little and infrequently’ buying habits.
“You don’t actually need to go to an enormous grocery store should you don’t have large urge for food,” she stated. “Going to a comfort retailer due to this fact fits your buying habits significantly better.”
5 takeaways for meals manufacturers
So what actions can meals manufacturers take now to attraction to GLP-1 shoppers?
#1 Prioritize high-protein, high-fiber and nutrient-dense product improvement
With GLP-1 customers in search of high-protein choices much more than the final client, there are not any two methods about it: excessive protein and fiber content material is paramount to positioning merchandise that attraction to this demographic.
#2 Lean into comfort codecs
Consumers on a weight administration journey usually tend to replenish on long-life and frozen meals, so manufacturers can financial institution on this chance with choices which are each wholesome and handy, significantly within the tinned and frozen classes.
#3 Discover the comfort channel
In line with Lumina Intelligence’s knowledge, GLP-1 customers store extra often from nook retailers, that means that manufacturers ought to contemplate prioritizing distribution in that channel. Formulating merchandise that cater to a younger and health-conscious demographic can be key right here, with comfort codecs resembling snacks and mini meals more likely to seize the curiosity of GLP-1 shoppers.
#4 Introduce family-friendly choices
With a lot of the UK’s GLP-1 customers residing with companions and kids, there’s scope for product improvement that’s each at house with particular person GLP-1 customers and their family members. Protein and fiber-packed meals and snacking choices might be winners right here, significantly if they provide a extra premium expertise than mass-market propositions.
#5 Deal with prosperous shoppers – for now
The overwhelming majority of GLP-1 customers within the UK at the moment are those that can afford the meds – however that might be altering.
The UK’s Nationwide Well being Service is starting to supply GLP-1s for weight administration in a phased rollout.
As these drugs turn into extra accessible, chances are high excessive that buyers of all walks of life start to make use of them; paving the way in which for extra reasonably priced meals and beverage ranges to emerge that swimsuit all budgets.
