The finding: GLP-1 use is reshaping UK consumers’ eating and grocery habits, increasing sales of fresh produce and shrinking demand for Greggs sausage rolls.

By the numbers: Various estimates peg the number of GLP-1 users in the UK at anywhere between 2.5 million and 4.3 million people—a sizable cohort whose influence is beginning to be felt on grocery and fast-food sales.

• Those taking the drugs are consuming more vegetables (38%), vitamins (23%), and fish and seafood (21%), according to a February YouGov survey.
• Nearly two-thirds (64%) report eating fewer snacks, while 53% have reduced their fast-food intake.
• Alcohol and soft drink consumption is also lower among GLP-1 users.

Zoom out: For the most part, the shift hasn’t bothered grocers, despite a reduction in weekly average spending from consumers on weight loss drugs.

• Sainsbury’s CEO Simon Roberts said the company is “really well placed” to manage GLP-1 users’ desire for fresh, high-fiber foods and other healthy options.
• Tesco is confident that it has the right assortment of high-protein, low or no-alcohol, and fresh products to cater to GLP-1 users’ needs.

But it’s a different story for fast-food operators, who have less room to pivot. The challenge is particularly acute for Greggs, whose selection of savory and fatty foods is especially vulnerable to growing GLP-1 adoption. Those concerns led to a downgrade from Jefferies analysts, who pointed out that the segment of Greggs’ customer base most likely to be affected by GLP-1s also comprises its most valuable audience.

Implications for retailers and restaurants: With GLP-1 use becoming more firmly entrenched in the UK—as in the US—companies need to adjust their assortments to ensure they have enough options to fit those consumers’ needs. Highlighting protein, fiber, and other health benefits can also help attract customers who are not on weight loss drugs but are interested in improving health and wellness.

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