UK GLP-1 usage almost doubles in nine months

GLP-1 weight loss drug usage in the UK has almost doubled in nine months, rising from 3.1% of adults in June 2025 to 6% in March 2026, according to new research from the Institute of Grocery Distribution (IGD).

The findings, published in the first quarterly report from IGD's Futures: GLP-1 insight programme, are based on monthly polling of more than 2,000 nationally representative UK shoppers. IGD attributes the acceleration to growing availability through online pharmacies and increasing social proof from friends, family, and celebrity users.

Who's using

The research identifies affluent mid-life women as the main group driving GLP-1 usage. Adoption is lowest among 18 to 24-year-olds and those aged 65 and over.

Awareness of weight loss drugs has become near-universal: 94% of UK adults are now aware of them, up from 88% in June 2025. Personal exposure has climbed more sharply — 42% now personally know someone who uses a GLP-1, up from 24% in June.

Injection administration remains the single biggest barrier, deterring 39% of UK adults. IGD flags the upcoming arrival of oral formats as a significant catalyst for broader uptake.

Three user types, three very different food behaviours

IGD segments GLP-1 users into three distinct groups based on motivation, and says the commercial implications vary sharply by type:

• Health-driven users adopt GLP-1s with the intention of overhauling their health, pairing the drug with long-term dietary and lifestyle change. IGD flags them as the most transformative segment for food brands, typically increasing scratch cooking, functional foods, and lighter, protein-rich meals when eating out.
• Last resort users view GLP-1s as a final attempt after other diets have failed, and engage less with broader nutrition change. They still buy ready meals but seek smaller portions — shifting volume rather than category.
• Quick fixer users take GLP-1s short-term for aesthetic or event-driven reasons, often cycling on and off. They remain open to indulgence in small doses and respond well to flexible formats such as tapas and shareable plates when eating out.

Across all three segments, breakfast is the most vulnerable meal occasion, with many users eating only one or two meals a day.

Taste preferences are shifting, but not uniformly

Beyond users simply eating less, IGD's research finds that GLP-1 usage is actively reshaping how food tastes. Among current users:

• 59% report a reduced preference for fatty foods — the most affected flavour profile.
• 49% report a reduced preference for sweet foods.
• 37% report a reduced preference for creamy foods.
• 32% report a reduced preference for salty foods.

The picture is not uniform. More than a quarter (27%) of users actually report an increased preference for sweet or creamy foods. Spicy foods split the base almost down the middle: 32% enjoy them more since starting GLP-1s, while 24% enjoy them less.

Away from home: fewer visits, smaller baskets

The data on eating and drinking out of home is where the operator implications land most directly. Among GLP-1 users:

• 41% visit restaurants less often.
• 47% go to coffee shops and sandwich bars less often.
• 30% drink less alcohol, with some users socialising less often as a result.

When users do eat out, portions are frequently shared or taken home. IGD notes that some users actively time their injections around weekends to allow for a greater appetite on social occasions — but overall visit frequency and spend are down.

What IGD says operators should do

Caroline Young, shopper insights manager at IGD, said the challenge for food and drink businesses is understanding user motivations before adoption scales further. "Smaller portions, lighter menus, protein-rich dishes and flexible formats could help operators future-proof menus for their growing GLP-1 audiences," she said.

The full IGD Futures: GLP-1 insight programme report is available via igd.com.