The widespread adoption of weight loss medications could fundamentally alter consumer shopping habits and influence retailers’ product offerings, according to new research.
GLP-1s, the scientific term for these drugs, are already impacting spending patterns across the UK.
However, the recent approval of the first oral pill in this category is expected to accelerate this shift significantly, a study by PwC Strategy& has found.
The number of people in the UK using GLP-1s is projected to rise from approximately three million to seven million by 2027.
Earlier this month, the UKâs medicines regulator approved the Wegovy tablet, manufactured by Novo Nordisk.
Chemist4U reported that over 10,000 people have already joined a waiting list for a consultation ahead of the pill’s anticipated launch, with many expressing interest having never previously used GLP-1 injections.
These medications function by mimicking a natural hormone released after eating, thereby reducing food cravings and promoting a feeling of fullness.
PwC found that the oral pill could accelerate a shift in habits that was already under way, with spending being reallocated across categories including food, nutrition, fitness and wellness.
Some 70 per cent of GLP-1 users are spending less in appetite-led categories such as snacks, confectionary and crisps, while 60 per cent are spending more on fresh food, the study showed.
A total of 40 per cent are spending more on products that support nutrition, fitness and confidence such as vitamins and supplements, the study showed.
More than 80 per cent of those who had stopped treatment said they had maintained at least some of the dietary and grocery changes they adopted while taking medication.
Supermarkets, food chains and brands have already been introducing new products to cater to the growing number of people with reduced appetites, with Sainsburyâs, Marks & Spencer, Waitrose and Greggs among those introducing nutrient-rich meals.
GLP-1 users represent a mix of genders, ages and incomes, PwCâs study found, which it said suggested that the medication was becoming mainstream.
Women account for 60 per cent of current users, and 80 per cent are aged between 25 and 54.
About 70 per cent of users are accessing the medication privately, rather than being prescribed it through the NHS, according to the research.
The accountancy giantâs strategy consulting unit surveyed 2,300 UK adults for the report.
Jacqueline Windsor, head of retail at PwC UK, said: âGLP-1 is the most consumerised medication today.
âUsers express renewed confidence and energy that are shaping their demand for nutritious food, fitness routine and wardrobe refresh â which represent a basket reallocation rather than reduction of spend.â
She added that consumer businesses were likely to âreshape their portfoliosâ and âinnovate to capture changing preferencesâ.
