Around 1.9 million adults are now using weight loss medication across Great Britain, new research from Worldpanel by Numerator shows.
The survey, which includes more than 11,500 households, shows a sharp incline in GLP-1 users over the last two years.
Today, 6.3% of GB households include at least one user, with uptake seeing steep year-on-year climbs (2.3% in 2024 and 4.1% in 2025). Users are most likely to be women, with females accounting for 77% in 2026.
Grocery takes big hit
Grocery has been significantly impacted by the drugs. User households spend has declined by £780 million, with 299 million fewer packs purchased across the analysis period in total. This equates to a £418 decline in per household spend when compared to non-user households.
The majority of GLP-1 users say they experience fewer cravings and less ‘food noise’ (54%), with 11% reporting they no longer enjoy their favourite food and drinks.
Crisps and chocolate are among the most affected products. Since starting GLP-1 treatments, chocolate confectionery spend among users has fallen 18 percentage points more than in non-user households.
Good news for oral health
However, some category uplift has been witnessed across oral health, driven by side effects of the medication.
Dry mouth and bad breath (known as Ozempic mouth) have resulted in a 20-percentage-point and a 24-percentage-point climb in in mouthwash and chewing gum confectionery spend, respectively, among GLP-1 user households compared to non-user households.
Last year, side effects topped the list as the primary reason for stopping weight loss drugs. Although price has reemerged as a key barrier this year as it did in 2024, with 41% of users stopping in 2026 because it’s too expensive.
‘No longer specialised’
Worldpanel data found that 26% of respondents would use GLP-1 medication to lose weight even if they do not have a major health issue. This perhaps indicates a shift towards more aesthetic reasonings behind use; and with tablet forms and some patents soon expiring, it’s likely we could see another major upturn in usage.
“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,” said Chantel Kennaugh, head of public sector and nutrition, GB for Worldpanel by Numerator.
“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.”
The findings also reveal that 52% of users now describe their approach to eating as ‘mindful’, guided more by their body hunger cues than habit or restriction.
Similarly, users’ expectations of food businesses and retailers are changing. Two-fifths (40%) of users say they want smaller portion sizes on menus, and over a quarter (26%) want GLP-1 friendly menu sections.
Nishita Pattni, senior consultant at Worldpanel by Numerator added: “The picture ahead is complex. While 72% believe GLP-1 medications are being adopted too quickly without sufficient understanding of their long-term effects, growth shows no sign of slowing.
“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.”
Worldwide Panel has said the food sector’s ability to respond to these users’ new needs will be key to staying relevant.
