The boss of Greggs has confirmed that the surge in popularity of appetite-suppressing drugs is driving customers to seek smaller, healthier portions, affecting the bakery chain’s profits.
Roisin Currie, managing director at Greggs, highlighted that consumer demand is shifting toward protein- and fiber-rich options. “There is no doubt that these drugs are influencing people to choose smaller portions,” she said. Currie added that Greggs is responding by introducing products tailored to this emerging health-conscious market.
The bakery has already been moving away from its traditional high-fat pasties, cakes, and pastries, reflecting broader changes in dietary habits. Currie noted a “broader health trend” with customers increasingly seeking protein-focused snacks.
In July, Greggs announced it would cater to those taking weight-loss medications by rolling out smaller portions and protein-rich products. This included the launch of its egg-pot, which complemented the chain’s popular “eggs at Greggs” advertising campaign. Currie said the company aims to ensure its snack range meets the needs of customers using GLP-1 drugs, a class of medications designed to support weight loss.
Other retailers are seeing similar patterns. Tesco reported that a shift toward healthier eating is driving growth in fresh produce sales. Chief Executive Ken Murphy said the supermarket is monitoring customer habits closely in light of the rise in weight-loss drugs and offers a variety of “GLP-1 friendly” products. “Our strongest source of growth this year has been in fresh food, which is by far the best thing people can eat,” he said. Tesco also stocks a range of high-protein products across multiple categories, well-suited to current dietary trends.
Consumer analyst Clive Black of Shore Capital suggested that a slight decline in grocery volumes over Christmas could reflect the impact of GLP-1 medications on national eating habits.
Other factors influencing portion sizes include “shrinkflation,” where companies reduce product sizes while keeping prices the same to manage rising ingredient costs. Meanwhile, the UK government recently introduced a ban on junk food advertising before 9 p.m., aimed at curbing obesity rates.
As consumer preferences continue to shift, Greggs and other food retailers are adapting menus and product ranges to align with the growing demand for healthier, smaller, and protein-rich foods.
