The rapid rise of GLP-1 weight loss drugs is set to trigger one of the biggest shifts in consumer behaviour seen in decades, with profound implications for grocery retailers, food manufacturers and convenience stores, a new report from PwC has warned.
The report, Appetite for Disruption: What GLP-1 Means for Consumer Markets, predicts that the number of people in the UK using GLP-1 medications could rise from around three million today to more than seven million by 2027 following the launch of an oral weight-loss pill in June 2026.
According to PwC, GLP-1 penetration currently stands at around 5 per cent of UK adults, but is expected to grow to 13 per cent in the coming years as pills remove one of the biggest barriers to adoption which is the need for injections.
The implications for retailers are likely to extend far beyond pharmacies.
The report, based on a survey of more than 2,300 UK adults, found that consumers taking GLP-1 drugs are substantially changing what they buy.
While spending on indulgence categories such as snacks, confectionery, sugary drinks and alcohol is falling, demand for fresh produce, high-protein foods, vitamins, supplements and fitness products is rising. Some 70% of GLP-1 users are spending less in appetite-led categories such as snacks, confectionery and crisps , while 40% of users are spending more in categories that support nutrition, fitness and confidence such as vitamins and supplements.
Fresh grocery is expected to enjoy sustained growth, with 56 per cent of GLP-1 users increasing their spending on fresh produce and 54 per cent buying more high-protein foods.
At the same time, indulgence categories face long-term pressure. Around 70 per cent of GLP-1 users reported spending less on snacks and confectionery, while approximately 60 per cent reduced their purchases of sugary drinks.
PwC argues this is not merely a temporary change.
"Many GLP-1 consumption changes outlast the treatment itself," the report says. "Over 80 per cent of past users maintain at least some of their dietary changes after stopping treatment."
For convenience retailers, the findings suggest that healthier choices are becoming a permanent part of the shopping basket rather than a passing trend.The report also points to opportunities for retailers willing to adapt their ranges.
Smaller portion sizes, protein-rich products, functional foods and premium healthier snacks are all expected to benefit as shoppers become more selective about what they eat.
"Fresh can capture spend from appetite-led categories if retailers and suppliers match demand," the report notes, adding that innovation cycles must accelerate around protein, fibre, portion control and fresh convenience products.Alcohol is another category facing disruption.
PwC found that abstinence among GLP-1 users increased from 16 per cent before treatment to 25 per cent while using the medication. Heavy drinking more than halved, dropping from 18 per cent to 8 per cent.However, the report suggests the shift is likely to favour premium and low-alcohol formats rather than eliminate alcohol spending entirely, creating opportunities for no- and low-alcohol drinks and smaller premium serves.
The rise of GLP-1 is also reshaping the wider wellness market. Around 41 per cent of users increased spending on vitamins and supplements, 42 per cent spent more on clothing due to changing body sizes, and 34 per cent increased spending on fitness products and services.
"GLP-1 is the most consumerised medication today," said Jacqueline Windsor, Strategy& Partner and Head of Retail at PwC. "People are shopping for GLP-1s as they would everyday items with a focus on brand, value, efficacy, convenience and trust."
The report suggests retailers will increasingly play a role in supporting consumers beyond the medication itself. Nearly 40 per cent of users said they would be interested in support with weight maintenance after treatment, while a third wanted exercise coaching and more than a quarter sought dietitian support.