A new appetite: How FMCG brands can innovate for the GLP-1 consumer

The global use of GLP-1s has skyrocketed in the past few years. What was once a treatment for type 2 diabetes is now widely used to manage weight loss and reduce obesity across the world. The US alone saw a 700% increase in the number of patients without diabetes starting the treatment between 2019 and 2023.

And the UK is catching up. Usage has almost doubled over the past year, from 2.3% in March 2024 to 4.1% in 2025. In fact, while fewer than 200,000 people access GLP-1s through the NHS, over 1.4 million are thought to be using them privately. 

When pressure for FMCGs to innovate has never been greater, what does a world with a reduced appetite look like? This cultural shift could give FMCGs the opportunity they need to develop new products that meet demand for new diets.

Let’s examine two major drivers behind GLP-1’s impact on FMCGs and what changes we could see as a result.

1. Grocery spending is on the decline

GLP-1 users are spending less on groceries due to their reduced appetites. The grocery sector is estimated to have lost around £136 million in food and drink spend, with US users spending 6% less, and UK users spending 2.2ppts less than non-users. In particular, people are buying less confectionery like snacks, sweets, and beverages, and consuming fewer takeaways, pizza, and alcohol.

2. Semaglutide is entering the public domain

Semaglutide, the active ingredient in Ozempic and Wegovy, is set to come off patent in major markets, including Brazil, India, Canada, and China, in 2026. When the drug enters the public domain, the manufacturing of GLP-1s will increase and be sold at a lower price point than they are currently. That means the drug will be more affordable and available for those who couldn’t previously access it in these large markets.

How can FMCG innovate for GLP-1 users?

FMCG brands need to either regain or maintain spend by meeting evolving consumer needs. As people are increasingly conscious of what and how much they’re eating, products designed for indulgence and volume must give way to smaller portions as well as high-protein, low-calorie, alcohol-free, and gut-friendly options.

Here are a few ways we might see the FMCG industry adapting to the needs of GLP-1 users…

• More nutritional information on food packaging…

Many FMCG brands are including protein and calorie content on their product packaging to inform nutrition-conscious shoppers, and we’re seeing a lot of fibre and probiotics labels too. In no time at all, carbohydrate, saturated fat, and sugar content will be listed on the front of food packaging — perhaps even “GLP-1 friendly”.

• …And on food and drink menus, too

As well as food packaging, we expect to see menus evolving to include more nutritional information. The UK government already requires large establishments to display the number of calories on their food and drink menus. Smaller businesses may follow suit as more people opt for low-calorie options.

• “Smaller appetite” sections on menus

Restaurants may increase “small plate” menus or introduce “smaller appetite” menus to meet demand from both the ageing population and GLP-1 users. Drinking preferences may change from pints and large glasses to lean spirits and smaller servings, with many users going alcohol-free to balance calorie intake. Quick service restaurant (QSR) menus will also need to keep footfall flowing by offering lighter meals and snacks.

• Greater education about life on GLP-1

There will need to be greater education for users to change their lifestyles and habits while taking GLP-1s and after to maintain the desired weight. We could see an abundance of advice from pharmacies, food influencers, and even mainstream press advising GLP-1 users, and former users, how to navigate menus, what to choose when eating out, and even how to split the bill if they’ve eaten less than others.

Beyond FMCG: sales boosts for beauty and retail

FMCG won’t be the only industry affected by the uptake of GLP-1s. We anticipate sales boosts for beauty and retail, too. As users drop dress sizes, they’ll want to replace their current wardrobes with clothes that fit and flatter their new shape. Health and beauty retailers may see a demand for wellbeing products that address skin issues as weight fluctuates, and products that relieve drug side effects like hair thinning and gastrointestinal issues.

The impact of GLP-1s is undeniable, altering the lifestyles of millions globally. As pressure on FMCG brands to innovate has never been greater, they must gain a deeper understanding of these shifting consumer needs. At Trinity McQueen, we help FMCG brands genuinely understand their audience, enabling them to adapt their strategies and develop new products. Get in touch with us to discuss how we can help your brand successfully innovate.