According to a new report on the economic impact of the drugs by PwC, the arrival of pill-form GLP-1s on the market could more than double current UK uptake.
Currently, around 9% of UK adults have used a GLP-1 medication at some point, with a further 18% saying they would consider it in future.
As such, the report says the drugs are already significantly influencing how millions of people in Britain eat, drink, exercise and shop, with around 70% of GLP-1 users spending less in appetite-led categories such as snacks, confectionery and crisps.
Conversely, 40% of users are spending more in categories that support nutrition, fitness and “confidence”, such as vitamins and supplements.
The report, which surveyed more than 2,300 UK adults, also found that many of these behaviours persist beyond treatment, with more than 80% of those who had stopped saying they had maintained at least some of the dietary and grocery changes adopted while taking GLP-1s.
Jacqueline Windsor, Strategy& partner and head of retail at PwC UK said: “GLP-1 is the most consumerised medication today. While treatment decisions remain grounded in clinical need and professional guidance, growing awareness and adoption mean that patients are increasingly considering factors such as brand, value, efficacy, convenience and trust.
“Users express renewed confidence and energy that are shaping their demand for nutritious food, fitness routine and wardrobe refresh – which represent a basket reallocation rather than reduction of spend. Who your GLP-1 customers are, and how your category changes, will dictate how brands and retailers compete.”
She added: “We’ll see consumer businesses reshape their portfolios to manage near-term risk; innovate to capture changing preferences; and collaborate across the wider GLP-1 ecosystem to better serve customers.”
PwC estimates that the availability of the drug in pill form on the UK market could see users increase from around 3 million to 7 million, equating to roughly 13% of UK adults.
