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The rapid rise of GLP-1 weight loss medications is creating profound shifts across Britain's food and beverage sector, with new research showing adoption has nearly tripled in just two years and is already eroding demand in traditionally resilient snacking categories.

According to new data from Worldpanel by Numerator, 6.3% of households in Great Britain now include at least one person currently using a GLP-1 medication in 2026, up sharply from 4.1% in 2025 and 2.3% in 2024. The study estimates that 1.9 million adults are currently taking weight loss drugs.

Chantel Kennaugh, head of public sector and nutrition GB at Worldpanel by Numerator, said: "What was once a specialised treatment, primarily prescribed for type 2 diabetes, has in just a few short years become a mainstream force. Now, 68% of users are taking GLP-1s specifically to lose weight, opening them up to a much wider audience."

The findings, based on responses from more than 11,500 households, suggest that these medications becoming more popular has had significant implications for food and drink manufacturers, retailers and foodservice operators.

"These drugs are fundamentally disrupting how people engage with food and drink, with ripple effects already being felt across grocery and lifestyle, forcing brands and businesses to adapt at pace," Kennaugh added.

The impact on grocery spending is already substantial. Worldpanel by Numerator's analysis found that GLP-1 user households spent £780 million less on groceries overall during the study period, purchasing 299 million fewer packs compared with matched non-user households. On average, user households spent £418 less than their non-user counterparts.

Reduced appetite and changing eating behaviours appear to be driving the trend. More than half (54%) of users reported experiencing fewer cravings and less "food noise", while 11% said they no longer enjoyed their usual food and drink favourites.

Traditional indulgence categories have been among the hardest hit. Three-quarters (75%) of users reported cutting back on chocolate consumption, while 72% said they had reduced crisp purchases.

Spending data reflected these behavioural changes, with chocolate confectionery expenditure among GLP-1 users declining 18% more than among non-user households after beginning treatment.

The findings present a growing challenge for snack manufacturers that have historically relied on consistent consumer demand and impulse purchasing behaviours. However, the research suggests the GLP-1 trend is not creating universal decline across FMCG categories.

Consumers are increasingly purchasing products to help manage medication side effects, generating new growth opportunities. The phenomenon known as "Ozempic mouth" – characterised by dry mouth and bad breath – has contributed to a 20 percentage point uplift in mouthwash spending among GLP-1 user households compared with non-users.

Chewing gum has also benefited, with confectionery gum spending rising by 24 percentage points among households using the medications.

These shifts indicate that while reduced appetite is suppressing demand in some areas, manufacturers capable of addressing emerging consumer needs linked to medication use may uncover new avenues for growth.

More than half (52%) of GLP-1 users described their eating habits as "mindful", saying they are increasingly guided by hunger cues rather than established routines or restrictive dieting practices.

This evolving relationship with food is beginning to influence expectations of foodservice providers and retailers. Two in five users (40%) said they wanted smaller portion sizes on menus, while 26% expressed interest in dedicated GLP-1-friendly menu sections.

The findings suggest food manufacturers and operators may need to rethink product formats, portion sizes and merchandising strategies to remain relevant as adoption grows.

Despite rising usage, cost continues to limit long-term adherence. Four in ten (41%) former users reported discontinuing treatment in 2026 because the medications were too expensive, making affordability the leading reason for stopping treatment. This marks a return to price as the primary barrier after side effects topped the list in 2025.

The research also highlighted changing attitudes towards weight loss medications. More than a quarter (26%) of respondents said they would consider using GLP-1 drugs for weight loss even without a major health condition, indicating a shift beyond medically driven adoption.

Women continue to dominate usage, accounting for 77% of current users compared with 23% of men.

While concerns about the speed of adoption remain, industry experts believe the trend is unlikely to reverse. According to the research, 72% of respondents believe GLP-1 medications are being adopted too quickly without sufficient understanding of their long-term effects. However, ongoing pharmaceutical innovation and accelerating uptake in markets such as the United States suggest continued growth.

Nishita Pattni, senior consultant at Worldpanel by Numerator, said: "Rising adoption in markets like the US, combined with continued innovation, points to even faster uptake. As these drugs reshape user needs, consumers will increasingly look to retailers and manufacturers for support and guidance."