GLP-1 weight-loss medications are quickly becoming one of the biggest disruptors facing the food industry.
Drugs such as Wegovy and Mounjaro are moving from niche medical treatments into everyday conversation – and their influence is already starting to shape how people think about food, appetite and portion size.
According to research from University College London, around 1.6 million adults across England, Wales and Scotland used weight-loss drugs between early 2024 and early 2025. Even more strikingly, a further 3.3 million people said they would be interested in using them over the following year.
For FMCG brands, retailers and insight teams, this raises an important question:
What does the growing use of GLP-1 drugs mean for the food industry – and how might it change the way consumers buy, eat and think about food?
At Angelfish Fieldwork, we’re already seeing increasing interest from brands wanting to understand how emerging consumer behaviours might affect their category. And while the data is still developing, some early patterns are starting to appear.
Early Signs of the GLP-1 Impact on the Food Industry
As more consumers begin using GLP-1 medications, retailers and restaurants are starting to notice small shifts in behaviour.
These changes are still emerging – but they are already prompting questions across the food industry.
Smaller baskets and portion sizes
One of the most widely discussed effects of GLP-1 medications is appetite suppression. Many users report feeling full more quickly and experiencing fewer hunger cues.
Retailers appear to be responding.
Supermarkets including Co-op, Morrisons and Marks & Spencer have introduced nutrient-dense ready meal ranges, while Ocado now offers smaller portion options such as a 100g steak, reportedly in response to customers seeking lighter meals.
Foodservice operators have noticed similar shifts. As the BBC reports, Greggs has acknowledged that weight-loss drugs are encouraging some customers to look for smaller portions, while Michelin-starred restaurant The Fat Duck has introduced a “mindful” menu designed for diners looking to eat more consciously.
Individually, these changes may seem small. But together they suggest that portion size could become an increasingly important factor in product design and menu planning.
Snacking and impulse purchases
Another area being watched closely is snacking.
If appetite is reduced, traditional impulse purchases may become less frequent – particularly the kind of snacks bought simply because someone feels hungry between meals.
At the same time, there are signs of growing interest in more functional foods, particularly products that emphasise protein, nutrition or satiety.
For FMCG brands, this raises questions about how snack categories might evolve.
Will people snack less – or simply snack differently?
Will “treat” occasions decline, or will they become more deliberate?
Understanding how consumers actually experience these changes will be key.
Alcohol and the sobriety trend
GLP-1 medications may also intersect with another powerful cultural shift: the growing popularity of low- and no-alcohol lifestyles.
As reported by the BBC, Mintel analyst Jonny Forsyth notes that the sobriety trend was already gaining momentum. Appetite-suppressing medications could potentially accelerate that shift if they also reduce cravings for alcohol.
For drinks brands, this is another signal that consumer behaviour may be evolving in ways that go beyond traditional health trends.
What the Data Doesn’t Tell Us
While many headlines focus on smaller portions or fewer snacks, numbers alone only tell part of the story.
The bigger question is how people’s relationship with food changes when their appetite shifts.
Some people describe feeling calmer around food, with fewer cravings or less emotional eating. Others say the adjustment feels more complex – particularly when social occasions or favourite foods feel different.
These kinds of experiences rarely show up in sales data.
But they do come through in conversation.
In qualitative research sessions, participants often explain not just what they’re eating differently, but how their feelings about food are evolving – whether that’s enjoying smaller portions, redefining indulgence, or simply becoming more mindful about meals.
Understanding those motivations helps brands interpret behaviour more accurately.
Why This Matters for FMCG Market Research
For research and insight teams, the GLP-1 impact on the food industry introduces a new layer of complexity.
If appetite suppression changes how people eat, it may also affect how they respond in research.
Are GLP-1 users a distinct consumer segment?
If appetite and portion expectations differ significantly, GLP-1 users may represent an important behavioural group to understand separately.
Could taste tests be affected?
Participants experiencing reduced appetite may evaluate flavour intensity, portion size or indulgence differently from those with typical hunger cues.
Are purchase motivations shifting?
Consumers may prioritise different product attributes if they are eating less overall.
For example:
- satiety and nutrition may become more important
- portion size could outweigh value perceptions
- indulgence messaging may resonate differently
These are the kinds of questions many consumer packaged goods brands are starting to explore.
And they highlight why careful participant recruitment is so important when researching emerging trends.
Recruiting the Right Participants
As new behaviours emerge, recruiting the right participants becomes even more important.
Researchers may need to consider:
- whether GLP-1 users should be included in screening criteria
- how long participants have been using the medication
- whether behaviours differ between new and long-term users
Approaching this topic sensitively is also key. Conversations around weight-loss medication need to be handled thoughtfully so participants feel comfortable sharing their experiences.
At Angelfish Fieldwork, our focus is always on recruiting engaged participants who are happy to share real experiences and perspectives. That’s what allows brands to uncover deeper insight – not just surface behaviour.
You can also see how we support food and drink brands through projects such as this FMCG pasta sauce case study.
A Reshaped Food Landscape
The rise of GLP-1 medications is unfolding alongside several other powerful shifts in consumer behaviour.
Interest in wellness and fitness continues to grow. Protein-focused diets are becoming more mainstream. Sobriety trends are reshaping alcohol consumption. And economic pressure is already influencing how people spend on food.
GLP-1 doesn’t exist in isolation – but it may accelerate many of these changes.
For FMCG brands, the real challenge isn’t simply tracking sales data. It’s understanding how consumers’ relationship with food itself may be evolving.
That’s where speaking to real people becomes invaluable.
At Angelfish Fieldwork, we help FMCG brands recruit thoughtful participants and uncover the motivations behind changing food behaviours – from shifting snacking habits to evolving attitudes towards appetite and health.
If you’re exploring the GLP-1 impact on the food industry or researching emerging food trends, our team can help you connect with the right participants for meaningful qualitative insight.
