Talk about punching above your weight. An estimated 1.6 million Brits currently take GLP-1 weight loss drugs like Mounjaro and Wegovy, yet they have dominated the healthy eating conversation this January.
Changing UK food culture
Whether it’s M&S’s new Nutrient Dense range, specialist ready meals at Co-op and Morrisons or Ocado’s new extra-small steak, products aimed at GLP-1 users are suddenly everywhere. Virtually unheard of even a year ago, ‘GLP-1 friendly’ claims now accompany branded ready meals and soups.
It’s a remarkable amount of attention and innovation for what remains, on paper, a fairly niche trend. But the user numbers tell only part of the GLP-1 story. One of the most fascinating aspects of weight loss drugs is how their impact extends far beyond the people taking them.
US research suggests there are ‘ripple effects’ across family and social circles when someone starts on a GLP-1, with household routines being reworked to accommodate new eating habits and preferences. It’s why many analysts and commentators think in terms of GLP-1 households rather than individual users.
This is how the maths behind some of the recent launches starts to make sense: a target demographic of 1.6 million GLP-1-affected households is clearly a more sizeable proposition than 1.6 million people on their own. With weight loss pills now coming to market, the number of people caught up in various GLP-1 ‘ripple effects’ is only going to increase.
Nutrient density, mini portions & exciting textures
Even outside of GLP-1 households, weight loss medication could reshape UK food habits and culture. Many of the properties and benefits sought by GLP-1 users have wider appeal and could set the tone for healthy NPD for the foreseeable future. Protein, fibre and healthy hydration – already major trends in their own right – are key examples.
The concept of ‘nutrient density’ could also become more mainstream. M&S is clearly betting on this, having named an entire range after it. What’s particularly clever about nutrient density is that it speaks to the needs of GLP-1 users but also feels desirable to non-users. Expect more companies to start talking about positive, additive nutrition and the need to pack as many nutrients as possible into products this year.
This could go hand-in-hand with a shift away from single nutrients towards more holistic propositions. Instead of the ‘maxxing’ mindset that gave us the protein- and fibremaxxing crazes, we expect to see more launches that are high in both protein and fibre, and rich in micronutrients.
Consumer attitudes to portion size are also worth keeping an eye on. People on weight loss jabs need smaller portions, which could accelerate existing trends around mini meals and ‘snackification’. Senior leaders at Gregg’s and Leon have both commented on the need to rethink portion sizes in the GLP-1 era
This isn’t without risks. At a time when concern about shrinkflation is rife, food companies will need to be extra-careful about how they communicate the rationale behind smaller portions.
Finally, the growth in GLP-1 drugs could result in greater focus on texture. If people consume less, they may want food and drink with more interesting sensory properties, for example more intense flavours or extra crunch, chew or creaminess.
Again, this aligns with wider culinary trends already playing out across our food culture: the hashtag #CrunchTok, used for videos of extra-crunchy foods, reportedly attracted more than 1.5 billion views in 2025. Mintel, meanwhile, has tipped ‘purposeful multisensory food and drink products’ as one of its top trends for 2026.
Whether it’s nutrient density, smaller portion sizes or interesting textures, underpinning it is a desire to make every bite count. Regardless of whether they’re on GLP-1 drugs, consumers want to derive as much benefit from food and drink as possible, be it nutritional goodness or simple enjoyment.
‘Less but better’ has been an industry mantra for years. In 2026, the cultural ripple effects caused by weight loss drugs could push more food and drink companies to live up to that ambition at last.
