GLP-1 medications are creating new opportunities for brands as consumers increasingly prioritise health, wellbeing and lifestyle goals.
As adoption grows, particularly following the introduction of more accessible treatment formats, spending is shifting towards products and services that support these ambitions, creating a new consumer segment with distinct needs and preferences. Organisations that understand these changing behaviours can adapt their products, experiences and marketing strategies to unlock growth opportunities.
Who is the GLP-1 consumer and what do you need to know about them?
A reported 6.3% of British households have at least one GLP-1 user as of 2026, nearly triple the proportion seen in 2024 (2.3%), according to Worldpanel by Numerator. CACI’s Voice of the Nation survey, conducted across 2,000 UK adults in H1 2026, found that 13% of the UK population already self-pay for some form of weight loss product and 15% expect to pay for such products in 2026. Although these results aren’t based on GLP-1 medication use, the introduction of oral GLP-1 tablets in the UK is likely to have accelerated interest in weight loss products, as they are seen as more convenient by many.
Importantly, there is no single consumer profile for those using weight loss products. Adoption varies by age, location, household income and life stage, resulting in different spending patterns and engagement preferences across consumer groups. Understanding these nuances is critical for brands looking to identify emerging opportunities and target growth effectively.
What age groups are most engaged with weight management products?
Current users and prospective users do not always look the same, but younger adults are driving much of the demand for weight loss products. Our research found that almost a quarter (23%) of Gen Z respondents paid for a weight management product or treatment in 2025, making them the generation most likely to self-fund weight loss treatment.
Retention is also high once people have started using weight loss products, with two-thirds (67%) of those who paid for weight loss treatments in 2025 expecting to do so again in 2026, according to our data.
As treatment becomes more accessible, adoption is likely to expand across all age groups, with younger consumers continuing to drive future growth.
What are their average incomes & affluence levels?
Observing CACI research through the lens of Acorn, CACI’s geodemographic segmentation of the UK population at postcode level, the anticipated take-up of weight management products and treatments varies significantly across consumer groups:
| Upmarket Families (typical age 35+) | Prosperous Professionals (typical age range 25 – 44) | Up-and-Coming Urbanites (typical age range 18 – 34) | Limited Budgets (typical age range 25 – 49) |
| 5% | 20% | 23% | 20% |
What weight management products are they using?
Our survey revealed that, among consumers currently using weight loss medication, tablets are the most popular option overall, chosen by 38% compared to 21% using self-administered injections. Tablet use is particularly high among those within the Limited Budgets Acorn group (48%) and Traditional Homeowners (33%). Family Renters are more likely to opt for meal replacements, with 39% choosing this option.
While respondents were not referring to GLP-1 tablets, these results suggest that greater convenience and accessibility encourage adoption among consumers who may be reluctant to use injectable treatments. With GLP-1 tablets having entered the UK market, we anticipate consumers continuing to opt for this format.
Identifying the opportunities
The rise of GLP-1 adoption tends to be associated with lower food consumption. Households with a GLP-1 user are spending an average of £418 less per year on groceries than non-user households. Brands must consider where demand is shifting to understand how these changing behaviours influence purchasing decisions and adapt products, services and experiences to meet consumers’ evolving needs.
Food & beverage
The food sector has experienced the most immediate impact from GLP-1 adoption.
As consumers become increasingly conscious of nutritional value, brands have an opportunity to move beyond volume-based purchasing behaviours and focus on quality-led consumption, such as:
- Protein-rich meals and snacks
- Nutrient-dense ready meals
- Fresh produce and minimally processed foods
- Functional foods that support wellness goals
- Smaller portions with enhanced nutritional value
- Meal solutions that balance convenience and health
As appetite levels change, brands that communicate nutritional benefits clearly and make healthy choices simple and accessible are likely to resonate strongest.
For retailers, category growth may increasingly come from premiumisation, nutrition-led innovation and value-added convenience rather than traditional volume growth alone.
Hospitality & quick service restaurants (QSRs)
For hospitality operators, changing consumer appetites do not necessarily mean fewer opportunities. Instead, operators may need to rethink what consumers value from eating out, such as:
- Smaller-format menu options
- Protein-focused and wellness-led menu innovation
- Customisable portion sizes
- Experience-led dining occasions
- Food-and-entertainment concepts
- Premium ingredients and transparent nutritional information
Success will increasingly depend on delivering experiences and value beyond portion size alone.
Health, wellness & healthcare
Health, wellness and healthcare brands are well positioned to benefit from growing consumer investment in personal wellbeing. As focus on long-term health outcomes increases, demand may grow for:
- Nutritional supplements
- Protein and muscle-maintenance products
- Wellness coaching and lifestyle programmes
- Patient support programmes
- Adherence tools and digital health services
- Nutritional guidance and education
- Preventative health solutions
- Complementary wellness products
As adoption grows, organisations that support the wider health journey, not just treatment, will be best placed to build long-term value, trust and engagement. The trend extends beyond weight management, reflecting increasing consumer investment in overall health and wellbeing.
For a closer look at how these shifts are reshaping the healthcare sector, including patient retention strategies and the digital tools providers are using to keep GLP-1 patients engaged, read ‘what healthcare providers can learn from changing consumer spending habits‘.
Fashion
One of the more unexpected beneficiaries of GLP-1 adoption may be the fashion sector.
As many consumers experience weight loss and body shape changes, there is often renewed demand for clothing as wardrobes need updating to reflect new sizing requirements and style preferences. This creates opportunities across:
- Core wardrobe essentials
- Flexible sizing ranges
- Personal styling services
- Occasion wear
- Premium fashion purchases
- In-store fitting experiences
Many consumers view weight-loss milestones as part of a broader lifestyle transformation, creating engagement opportunities with shoppers around confidence, self-expression and personal identity.
How organisations can respond to these changes
Leading brands will:
- Use data and consumer intelligence to identify adoption hotspots and growth audiences
- Develop nutrition-led product ranges
- Clearly communicate health and wellness benefits
- Offer greater flexibility in portions, formats and pricing
- Invest in personalisation and targeted marketing
- Create experiences that deliver value beyond the core transaction
Key takeaways
Understanding today’s weight management consumers, and how their behaviours may evolve as GLP-1 treatments become more accessible, will be critical for organisations looking to stay ahead of changing market dynamics.
The opportunity is significant. The market is being driven by young, loyal, repeat consumers who are increasingly health conscious. Brands that position themselves well now will reap lasting benefits from these innovative medications.
Our market and customer segmentation solutions help tell this story.
Combining consumer, demographic and location data, they generate a richer understanding of consumers, where they live, their behaviours and lifestyle trends that shape their decision-making. These insights can help identify and understand GLP-1 users, their habits and potential implications for consumer spending and product preferences.
By identifying these emerging audiences, you can make better-informed decisions around product development, location strategy and investment.
