The surge in popularity of GLP-1 medications is changing the face of foodservice and retail. Restaurants and bars are re-thinking portion and drink sizes while CPG brands are responding with product innovation that caters to the specific nutritional needs of this growing consumer cohort.
Categories such as protein-packed yogurts or hunger-staving snacks have been among the big winners of the weight management trend; and now, entire ranges of ‘GLP-1 friendly’ foods are starting to crop up.
We analyze the profile of the GLP-1 consumer in 2026 and how their grocery choices are impacting the industry.
Who is the typical GLP-1 food consumer?
The typical GLP-1 consumer is young, affluent and health-conscious, according to data by British market research company Lumina Intelligence.
Those shoppers work out more than the general population; look for high-protein options, and most describe themselves as ‘very health-driven’.
“In the UK, about 95% of the consumers on GLP-1s have a household income of over £100,000 ($135,000),” Lumina Intelligence insight lead Flora Zwolinksi told us. “They are also mostly aged 25 to 35, so young Millennials. Those are the people who overtrade in the out-of-home market and have a lot of spending power.”
Affluent Millennials are also the type of consumers who are career-focused, settle down later than in life, and have more disposable income. In terms of grocery shopping preferences, those consumers overlap with spenders at upmarket food retailer M&S, who are typically discerning, mid-to-high income shoppers.
GLP-1 users are also more health-driven and educated about healthy food choices, according to the market research agency. This highlights the link between affluence and socioeconomic status – with obesity being more widespread statistically among lower-income consumers.
But obesity isn’t the only factor in understanding weight loss medication use in Britain. According to Lumina Intelligence, the vast majority of current GLP-1 users live in the capital London, where obesity rates are some of the lowest in the UK. Gender-wise, it’s a near-even split between men and women.
In addition, most GLP-1 users – both current and past – live with their partners and children, suggesting there’s scope for food brands to appeal with family-friendly propositions and shareable pack sizes.
UK vs US: How GLP-1 consumers compare
The US is the largest market for GLP-1 receptor agonists: compared to the rest of the world, more Americans use or have used GLP-1 drugs in the past.
But the make-up of GLP-1 consumers in the US is somewhat different than the UK.
According to market insight firm KFF, current GLP-1 use in the US is highest among those who are between the ages of 50 and 64 (22%); while it’s 11% among those aged 30-49. In comparison, in the UK it’s younger Millennials (25-35) who use or have used GLP-1s the most.
In the US, more women than men say they use GLP-1s, which is in line with the UK, though Britons have a near-even split.
There’s a key similarity across both nations: it’s the more affluent demographic that is using GLP-1s the most. In the US, use is higher among consumers with health insurance (12%) compared to those who are uninsured (4%). Similarly, in the UK, around 95% of GLP-1 users have a high disposable income.
Would ‘GLP-1 friendly’ ranges win over GLP-1 users?
In the UK, major retailers including Asda, Co-Op Food, Morrisons and M&S have released new lines of ready meals that many analysts believe are a response to the growing demand for nutrient-dense yet convenient food options sought by GLP-1 users. From breakfast pots and salads and takeaway-style meals, these ranges major on fiber, protein and low-calories claims.
Maintaining a healthy diet is paramount for GLP-1 users, particularly after they come off the medications. But how do ready meals – many of which are classed as ultra-processed foods (UPFs) – available from major supermarkets fit into this narrative?
“There are a lot of side effects that people on weight-loss medications experience because of not getting the nutrients they need,” said Zwolinski. “So having a compact, nutrient-dense meal may be exactly what they’d want.”
Appetite suppression also suggests that GLP-1 users would be less likely to cook frequently; making them a prime target demographic for ready-meal ranges or other convenience-focused food products.
“We also see that these consumers overtrade in categories such as frozen foods and tins, so there’s a bit of a reluctance to buy lots of fresh food,” the insight lead added. “Which makes sense: they don’t want to waste food, but want to have options on hand.”
Among the UK’s GLP-1 users, there’s also overtrade in yogurt, highlighting demand for protein-packed foods.
Appetite for both meat and dairy is impacted slightly, with GLP-1 users eating dairy and meat less often, according to the data.
Where do GLP-1 users shop from?
GLP-1 consumers’ tendency to eat less and less often is charting new opportunities in the convenience sector. According to the data, GLP-1 users are less likely to shop from large supermarkets compared to the general population.
Instead, they visit their local corner shop more often. This is driven by the London and demographic profile of GLP-1 users in the UK, Zwolinski noted, but is also influenced by smaller appetites leading to ‘little and often’ shopping habits.
“You don’t really need to go to a big supermarket if you don’t have big appetite,” she said. “Going to a convenience store therefore suits your shopping habits much better.”
Five takeaways for food brands
So what actions can food brands take now to appeal to GLP-1 consumers?
#1 Prioritize high-protein, high-fiber and nutrient-dense product development
With GLP-1 users looking for high-protein options even more than the general consumer, there are no two ways about it: high protein and fiber content is paramount to positioning products that appeal to this demographic.
#2 Lean into convenience formats
Shoppers on a weight management journey are more likely to stock up on long-life and frozen foods, so brands can bank on this opportunity with options that are both healthy and convenient, particularly in the tinned and frozen categories.
#3 Explore the convenience channel
According to Lumina Intelligence’s data, GLP-1 users shop more frequently from corner shops, meaning that brands should consider prioritizing distribution in that channel. Formulating products that cater to a young and health-conscious demographic can also be key here, with convenience formats such as snacks and mini meals likely to capture the interest of GLP-1 consumers.
#4 Introduce family-friendly options
With most of the UK’s GLP-1 shoppers living with partners and children, there’s scope for product development that’s both at home with individual GLP-1 users and their household members. Protein and fiber-packed meals and snacking options could be winners here, particularly if they offer a more premium experience than mass-market propositions.
#5 Focus on affluent consumers – for now
The vast majority of GLP-1 users in the UK currently are those who can afford the meds – but that could be changing.
The UK’s National Health Service is beginning to offer GLP-1s for weight management in a phased rollout.
As these medications become more accessible, chances are high that consumers of all walks of life begin to use them; paving the way for more affordable food and beverage ranges to emerge that suit all budgets.
