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. ….

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.

As the cost-of-living crisis deepens, new data reveals a troubling shift: almost seven in ten Britons would consider choosing a less rigorously tested medication if the price was right. Despite valuing safety and quality above all else, rising costs are pushing many to make trade-offs they never expected to face. With trust wavering and concerns about authenticity growing, the pressure is mounting on brands—and the system—to help consumers feel protected.

January is traditionally when people commit to a healthy start to the New Year, whether giving up alcohol with dry January, joining a gym to get fit, or altering their diet by giving up meat. We examined this using our weekly Omnibus study of a nationally representative sample of 1,000 people and uncovered some interesting facts about Veganuary.