GLP-1 drugs could reshape Britain’s relationship with food
GLP-1 drugs may accelerate shift away from sugar and ultra-processed foods, new UK research suggests
The growing use of GLP-1 weight-loss medications may be reshaping how people think about food, with many consumers reporting they are cutting back on sugar, processed foods and takeaways, according to new research from The Harris Poll UK, a Stagwell company.
The survey of 1,000 UK adults suggests appetite-suppressing drugs may influence not only how much people eat, but also the types of food they prioritise, potentially creating ripple effects across the food and beverage industry.
With an estimated 1.6 million people already using GLP-1 drugs in the UK, and our research indicating one in four adults saying they would consider trying them in the future, the findings point to a possible inflection point in how consumers approach food.
Consumers report eating less sugar, fast food and processed products
The research highlights several notable changes in food consumption among people taking or considering GLP-1 medications.
Key findings include:
50% say they are eating less sugar
48% say they are eating less processed or ultra-processed food
44% say they are eating fewer takeaways or fast-food meals
38% say they are eating less fat
38% say they are drinking less alcohol
30% say they are consuming less salt
The findings suggest consumers may be becoming more selective about what they eat, prioritising foods they perceive as healthier or more nutritionally valuable.
Consumers are not only seeking healthier ingredients in what they are eating, but they are also actively rejecting foods they perceive as harmful.
The research also points to a broader shift away from the more reductive nutritional messaging that once dominated food marketing. Rather than focusing only on individual ingredients such as fat or sugar, many consumers appear to be making more holistic judgments about food quality.
A national shift towards nutrient rich food
UK consumers are increasingly nutritionally literate and more attuned to what they are eating than ever before. The list reflects both growing awareness of what we eat and a desire to fast-track physical wellbeing whenever possible.
Protein 43%
Fibre or wholegrains 41%
Green leafy vegetables 41%
Vitamin and mineral supplements 38%
Berries 33%
Seeds and nuts 33%
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.
With UK consumers willing to size down portions while stepping up nutrition, smaller but nutrient-rich options may become more important across supermarkets, formal restaurants and quick service chains.
The emotional reset: GLP-1 drugs turn down the food noise
Among those already using GLP-1 drugs, many report psychological as well as physical effects, including reduced cravings and a decrease in “food noise” — intrusive thoughts about eating.
Top effects reported by users include:
38% decreased “food noise” or thoughts about eating
37% decreased emotional eating
36% fewer food cravings
36% feeling more positive
27% reduced alcohol consumption
26% clearer mind
Taken together, the findings suggest some consumers may not simply be eating less but reconsidering their overall relationship with food. With clearer, calmer minds and more controlled choices users are turning away from food types that prey on cravings.
A behavioural shift brands may need to prepare for
Steve Brockway, Chief Research Officer at the Harris Poll UK, said: “Much of the discussion around GLP-1 drugs has focused on weight loss, but the implications could be far broader. We may be standing at one of the most consequential turning points in modern food culture.
With around 1.6 million people in the UK already using GLP-1 medications, and our research at The Harris Poll UK indicating that a further 1 in 4 adults would consider them, it’s becoming clear that the relationship between consumers and food is beginning to shift.
The key emerging trend for the food industry from our research can be summarised up as “The rise of smaller but exceptional”, which is a rejection of ultra-processed food, with a shift to nutrient dense snacks and meals. Marketing will pivot from what isn’t in your food to what nutrition it is providing – small may no longer be seen as a downgrade if it delivers on nutrition.
The insight is clear, that if your brand, product or proposition leans heavily on highly processed food in volume, then your permission space is shrinking, with a risk of alienating a significant proportion of consumers who are seeking a healthier relationship with food.”
Implications for the food industry
As awareness and adoption of GLP-1 medications continues to grow, the research suggests brands across the food industry may need to rethink product development, portion sizes and messaging to keep pace with evolving consumer behaviour.
Consumers may increasingly prioritise nutritional quality, satisfaction and balance, rather than quantity alone.
-ENDS-
For more information, visit https://www.theharrispoll.co.uk/insights/blog/glp-1-and-the-new-era-of-food-choice-a-behavioural-shift-brands-can-no-longer-ignore
For press enquiries, please contact ukmarketing@harrispoll.com.
About The Harris Poll UK
The Harris Poll UK, a Stagwell company, is a leading customer experience and consumer insights company helping Britain’s best-known organisations understand what matters most to their customers. Combining sector expertise with digital research tools, behavioural science and agile methods, The Harris Poll UK delivers real-time insights from over one million survey responses and 40,000 emotion data points each month.
Notes to editor: This release 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.