Data from product intelligence business, Vypr, shows that 11% of UK adults are already current or former GLP-1 users, and their nutritional needs are shifting dramatically.
The rapid rise of treatments such as Ozempic, Mounjaro and the newly approved Wegovy pill are set to transform the UK food landscape with PWC predicting that GLP-1 use in the UK is expected to double.
The result is that appetite reduction, taste changes and digestive sensitivity are driving users toward higher-protein, nutrient-dense, smaller-portion foods.
Despite the growing user base, explicit GLP-1 branding remains a commercial risk, according to Vypr research.
It said that only 16% of non-users said they would consider buying a product labelled as “GLP-1-friendly”, even if it supported weight management.
A further 42% were neutral, signalling indifference rather than rejection, Vypr concluded.
The recent Consumer Horizon Report from Vypr, which received 10,000 consumer responses, highlighted a credibility challenge as 54% of UK adults distrust generic GLP-1 treatments, with distrust rising sharply among consumers over 65.
While 25 to 34-year-olds are the most trusting age group, 39% still expressed distrust.
Vypr warned that any food brand that leans too heavily into GLP-1 terminology risks inheriting this scepticism.
However, among GLP-1 users themselves, demand for food specifically for their needs is strong, the research found.
It showed that 70% said they would be more likely to buy food created especially for GLP-1 users.
Nearly two-thirds (65%) would pay a premium (mostly around 10% higher) and those aged 25-to-34 have the highest willingness to spend and the strongest trust in GLP-1-adjacent products.
However, the research also found that sentiment toward GLP-1 treatments is polarised with 35% being positive, citing weight loss, reduced cravings and improved health markers, while 51% were negative highlighting side effects such as nausea, digestive issues, fatigue and taste distortion.
Ben Davies, founder of Vypr, said: “GLP-1 users’ needs for high protein, nutrient density, clean ingredients and smaller portions are already driving mainstream category innovation. Marks & Spencer is leading the way with its range of healthy meals to appeal to this audience which will grow massively as more people take up the weight loss medication.”
He added: “GLP-1 is emerging as a category-shaping force in UK grocery. Brands don’t need to badge products as GLP-1-friendly. They just need to formulate smartly to take advantage of this growing customer base.”
