Millions of Britons use GLP-1 weight loss drugs to change how they drink, eat and choose places. For the beverage business, the shift may be to examine the revenue models generated by alcohol.
For anyone inclined to view GLP 1 drugs in hospitality as someone else’s concern, the numbers already suggest otherwise. According to KAM, between 4 per cent and 7 per cent of UK adults are currently using GLP-1 drugs such as Ozempic, Wegovy and Mounjaro for weight loss. This equates to between 2.1 million and 3.7 million people.
This drug was originally developed to treat type 2 diabetes, but its ability to slow digestion, reduce appetite, and stabilize blood sugar has encouraged widespread use for weight management. Treatment currently relies largely on weekly injections, although a pill form is expected in the future, which may expand participation even further.
The number of users has doubled in a year. In scale alone, it now surpasses many of the food groups that predate the hospitality business. Vegans represent around 3 per cent of the UK population, vegetarians around 7 per cent and people with a wheat allergy between 1 and 4 per cent.
The user profile is wider than usual; Males and females are present in largely equal numbers, although females lead the growth. The age range extends up to 60 years of age and users are found all over the country. The demographics are skewed toward higher incomes, in part because many people obtain the drug privately through online providers rather than by prescription.
Alcohol consumption under stress
Decreased appetite begins to translate into measurable changes in drinking behavior. According to KAM, 23 percent of GLP 1 users say they drink less alcohol when they quit.
Data from YouGov’s health and wellbeing tracker reports that 39 per cent of Britons taking weight loss drugs say they drink less alcohol since starting treatment, while 33 per cent say they drink less fizzy drinks.
For places that depend on alcohol margins, this change could result in 32 percent of users saying they eat and drink less often, while 57 percent say they now only go out for special events.
The impact of consumption is already being seen elsewhere in the food and drink market. For example, the food sector has experienced a £136 million reduction in food and beverage costs associated with the use of GLP-1 and is unlikely to be sustainable if the practice continues to spread.
Spending patterns are beginning to change
YouGov research suggests that the attitude change is extending beyond the bar. Among current users, average weekly rental costs fell from £102 to £91 per household, an 11 per cent drop, according to the tracker.
Taco consumption shows an even sharper decline. Monthly costs drop from £49 to £30, representing a 19 per cent reduction.
Ag Hoffman, head of healthcare at YouGov, says the trend may be widening usage growth. “The rise of GLPs is having a huge impact on the food and takeaway market. While the number of users is relatively low at present, this will only increase in the future, creating both opportunities and threats for the wider market, from QSRs to retailers. We expect to see an impact in other sectors such as entertainment and retail. YouGov will continue to monitor these trends.”
Even after treatment ends, consumption habits change. According to YouGov, ex-users continue to spend slightly less on food and drinks than before starting treatment.
A dish affects the whole table
Hospitality businesses may feel the influence of GLP-1 users in ways that extend beyond the individual guest. According to KAM, 77 percent of consumers say that their food preferences are influenced by where the entire group chooses to eat.
These dynamic reactions are already known in the business; Venues frequently adjust menus to accommodate vegetarians, vegans or non-vegetarians whose needs require a group decision.
Food selection itself changes with decreased appetite. KAM reports that 65 percent of GLP 1 users say the drug has changed what they eat at mealtimes. Health care plays a big role in decision-making and consumers often look for nutritional information before ordering.
What GLP-1 users want from places
According to KAM, GLP-1 users are more likely than non-users to choose places that offer clear menu options, flexibility in portion sizes and transparency about ingredients.
They also show an interest in smaller servings, high-protein dishes, plant-based options and foods perceived as lighter. In the beverage category, alcohol-free or low-alcohol products mainly feature, especially those with low carbonation.
Small plates, half portions or smaller versions of familiar dishes have already appeared in some international markets, allowing diners to enjoy the full experience without the size once expected.
Behavior rather than trend
The long-term outlook depends in part on how widely these drugs are distributed. According to KAM Research, 24 percent of UK adults say they are likely to take or are considering taking a GLP-1 medication in the future.
YouGov reports a similar level of potential interest, with around 8 per cent of Britons saying they have used a weight-loss drug and 14 per cent saying they would consider it.
Appetite may be less, alcohol consumption less and eating occasions less frequent for some. However, there are a lot of customers. The question for hospitality is whether this proposition can grow alongside them.
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