The rise of appetite-suppressing drugs is reshaping the UK’s food landscape, according to industry leaders. Roisin Currie, chief executive of Greggs, said there is “no doubt” that these medications are driving customers toward smaller portions and healthier options, impacting the bakery chain’s traditional sales of pasties, cakes, and pastries.
Currie highlighted a broader trend toward higher-protein and fiber-rich products, noting that Greggs has been introducing items to meet changing consumer demands. “We have to make sure that we’ve got some of the snack products that customers are looking for if they are on any of the GLP-1 drugs,” she said, referring to the class of weight-loss medications that have become increasingly popular.
The bakery chain announced earlier this year it would target users of these drugs by rolling out smaller portions and protein-focused offerings. This strategy included the launch of its egg-pot product and the continuation of its popular “eggs at Greggs” advertising campaign.
Currie’s remarks coincided with Greggs reporting lackluster profits and issuing a muted forecast for the coming year, highlighting the tangible impact of evolving dietary habits.
The trend is not limited to bakeries. Tesco, the UK supermarket giant, said on Thursday that its fresh produce sales have benefited from a growing focus on healthier eating. Chief executive Ken Murphy said the company is monitoring changes in consumer behavior closely, particularly in light of rising use of weight-loss medications. Tesco has expanded its range of “GLP-1 friendly” and high-protein products across multiple categories to align with these trends.
Consumer analyst Clive Black of Shore Capital suggested that a slight dip in grocery volumes over Christmas compared with the previous year may reflect the influence of GLP-1 drugs on national eating habits.
Additional factors such as “shrinkflation”—where product sizes are reduced while prices remain unchanged—also contribute to smaller portion sizes. Meanwhile, new UK regulations banning junk food advertisements before 9pm aim to curb rising obesity rates, reinforcing broader shifts toward healthier eating.
