GLP-1 and The New Era of Food Choice: A behavioural shift brands can no longer ignore
With an estimated 1.6 million people already using GLP-1 drugs in the UK, and our research indicating that one in four adults would consider trying them in the future, we may be approaching an important societal inflection point in how people think about food. This raises the question of whether a broader wave of dietary behaviour change could reshape eating habits now, and in the years ahead.
The backdrop is already in place. Openness to weight loss drugs is perhaps unsurprising when published estimates suggest that more than 60% of UK adults are overweight or obese, with 28% classified as obese. This figure has doubled since 1990, when the estimate stood at just 14%, highlighting the scale of the potential market.
Another notable shift is the declining stigma associated with weight loss medication. Among those currently using GLP-1 drugs, 74% say they are willing to tell friends and family about it. This signals a possible path towards broader societal acceptance and even the normalisation of medicalised weight management.
In this article, we explore current food trends and the ways GLP-1 weight loss drugs may already be influencing behaviour, helping brands anticipate what could be coming next.
A national shift towards nutrient-rich food
Nutrients UK consumers want more of:
Protein 43%
Fibre or wholegrains 41%
Green leafy vegetables 41%
Vitamin and mineral supplements 38%
Berries 33%
Seeds and nuts 33%
UK consumers are increasingly nutritionally literate and more attuned to what they are eating than ever before. Easy access to social media means advice and tips about foods that may improve health are constantly circulating.
The list above reflects both growing awareness of what we eat and a desire to fast-track physical wellbeing whenever possible.
The protein trend, in particular, has now firmly entered the mainstream. 43% of adults say they are eating more protein, which is reflected in the rapid rise of products claiming to be high in protein or being fortified with additional protein. Importantly, this behaviour is consistent across all adults, whether they are using weight loss medication or not, demonstrating how broad and deeply embedded the protein trend has become.
Fibre or wholegrains rank as the next most popular nutrient, with 41% of adults saying they are consuming more of them. This is likely linked to a wider preference for foods perceived as more natural and less processed, a shift that becomes clearer when we examine what consumers say they are cutting back on.
The growing rejection of ultra-processed foods
Foods UK consumers are eating less of:
Sugar 50%
Processed or ultra-processed foods 48%
Takeaways or fast food 44%
Fat 38%
Alcohol 37%
Consumers are not only seeking healthier ingredients in what they are eating, but they are also actively rejecting foods they perceive as harmful.
This represents a shift away from the more reductive thinking that once dominated nutritional messaging, where “low-fat equals healthy”, towards a more holistic assessment of food quality.
While low-sugar and low-fat claims have historically been used to position snacks and meals as “guilt free” options, our research shows a stronger rejection of processed or junk foods than of fat itself. Consumers appear increasingly focused on the overall quality of food rather than single ingredients.
For brands or products whose propositions rely heavily on highly processed foods, this trend may signal a shrinking permission space. As more consumers seek healthier alternatives, highly processed products risk becoming less culturally acceptable and may in fact alienate a significant portion of consumers.
This raises a broader question: is quality-led consumption beginning to eclipse traditional calorie counting, redefining how people think about restraint and food integrity?
Quality not quantity: smaller, but more nutritious servings
Overall, 32% of UK adults say they are eating smaller portion sizes, rising to 47% among those currently using GLP-1 drugs. The direction becomes even clearer when consumers are asked whether supermarkets and restaurants should offer more choices of smaller portions that are higher in nutrients. Here, 70% of UK adults say they would support this.
For food manufacturers and the hospitality industry, the signal is clear. UK consumers appear increasingly willing to size down portions while stepping up nutrition, suggesting that smaller but nutrient-rich options may become more important across supermarkets, formal restaurants and quick service chains.
“Small” may no longer be seen as a downgrade, but instead as a deliberate choice that reflects a more balanced and healthier relationship with food.
This raises an important question for brands and retailers alike. Could the value equation be shifting away from sheer volume towards something more intentional, reflecting a different and more considered attitude to food?
Turning down the “food noise”
When asked about barriers to achieving a healthier lifestyle through weight loss, the most frequently cited obstacle is willpower. More than a third of respondents choose this option, reflecting a longstanding cultural narrative that frames weight management as a matter of discipline and self-control, and one that may increasingly feel outdated.
However, the experiences of those currently using GLP-1 drugs suggest a different story. Many of the most noticeable effects reported by users are emotional or psychological rather than purely physical, offering insight into how these medications may reduce not only appetite but also the mental noise associated with food.
Top effects noticed by those currently taking GLP-1 drugs:
Decreased “food noise” or thoughts about eating 38%
Decreased emotional eating 37%
Fewer food cravings 36%
Feeling more positive 36%
Reduced alcohol consumption 27%
Clearer mind 26%
Taken together, these responses suggest that many users are not simply modifying their diets but reshaping their relationship with food.
If use of GLP-1 drugs continues to rise as expected, the food industry could see a broader behavioural wave of change. By reducing cravings and emotional triggers around eating, these medications may allow consumers to approach food with clearer, calmer minds and more controlled choices.
The reduction in both cravings and alcohol consumption also hints at a wider shift in how people think about their overall health and wellbeing.
What this means for brands and the food industry
The rise of small but exceptional
As consumers increasingly reject ultra-processed foods, there may be growing demand for smaller portions that deliver meaningful nutritional value. Snacks and meals that emphasise high quality protein, wholegrains and other wholesome ingredients may become more relevant.
This could also shift the way products are positioned. Instead of focusing on low calorie or low-fat claims, brands may find greater traction in emphasising quality ingredients and genuine nutritional benefits.
The normalisation of medicating obesity
Consumers are learning that biology and complex emotions do play a role in how we consume food. As this understanding grows, traditional guilt-led messaging that suggests people simply need more discipline, or need to try harder, may begin to feel increasingly out of touch and could even risk alienating consumers.
The emergence of conscious social eating
With many users reporting less emotional “food noise” and fewer cravings, social eating occasions may also begin to evolve.
Meals, dinner parties and even drinks and dining out with friends could gradually shift away from indulgence and excess towards more conscious choices, with greater emphasis on better-quality ingredients, nutritious options and non-alcoholic alternatives.
This raises an interesting question about how the value of dining may evolve. Could it become less about volume and indulgence, and more about the experience of quality nourishment?
Looking ahead
As researchers at The Harris Poll UK, we look for the deeper human truth beneath consumer behaviour to anticipate what’s next. We pay close attention not only to what consumers say, but also to what they feel, prioritise and ultimately choose.
GLP-1 drugs appear to be accelerating behavioural shifts that were already simmering beneath the surface of UK food culture. Brands may therefore need to prepare for a future defined less by indulgence and excess, and more by intentionality in how people approach food.
In this context, the future of food and drink may become less about abundance and volume, and more about consumer consciousness, agency and control.
If you are exploring how changing attitudes towards food, nutrition and wellbeing could reshape your sector, our team at The Harris Poll UK would be happy to continue the conversation. We work with brands to understand the deeper behaviours and cultural signals shaping tomorrow’s landscape.
This article discusses societal trends in attitudes towards food, nutrition and weight loss. It is not intended as a scientific review or recommendation of GLP-1 drugs. As with all medications, GLP-1 drugs may carry potential risks or side effects and should only be taken under the guidance of a qualified healthcare professional.