New research highlights potential impact of weight-loss medications on food and drink purchasing habits

New research from The Knowledge Bank, the industry leading insight team from the Scotland Food & Drink Partnership, has highlighted the potential impact of GLP-1 weight-loss medications on food and drink purchasing habits in Scotland, with users reporting changes in the types of products they buy and how they spend their money.

The findings come as awareness and use of GLP-1 medications including Ozempic, Wegovy and Mounjaro continue to grow. While 87% of Scots have heard of the drugs, 6% are currently using them, and 8% are thinking of using them. 5% of those surveyed have used them in the past.

GLP-1s are appetite suppressants but don't necessarily mean users shift towards healthier, more balanced diets. But among those with experience of the medications, snacking products are the biggest casualties for shoppers' baskets. More than three quarters (77%) report spending less on cakes and biscuits, while four out of five (82%) say they are spending less on sweets and chocolate.
Prepared foods and ready meals, ice cream and snacks also saw reduced reported spending, at 68%, 71% and 74% respectively.
Alcohol sales are also declining while sales of no- and low-alcohol products are on the rise, reflecting a wider market trend towards moderation.
Meanwhile, vegetables (63%), soft fruit (50%), chicken and other poultry (41%), eggs (45%) and yoghurt (41%) are among the products seeing the biggest increases in reported spending. Many of these categories are already important contributors to Scotland's food and drink economy, with strong reputations for quality, provenance and premium positioning in domestic and international markets.

The research also found that 59% of those with experience of GLP-1 medications are eating out less, while almost half report spending more on clothing. This shift in spending is particularly significant at a time when many households are making difficult choices about disposable income, and may also reflect the physical changes associated with sustained weight loss.

The findings offer the first early indications of how GLP-1 medications may be influencing food and drink purchasing habits in Scotland. They also reinforce broader purchasing trends in favour of healthier products and more nutrient dense food choices already visible among Scottish consumers.
Rather than creating entirely new behaviours, GLP-1 medications may therefore be accelerating or intensifying some existing shifts in how consumers shop and eat which could have important implications for product demand, retail strategies and the wider Scottish food and drink sector.
Carol Saunders, Head of Insights at The Knowledge Bank, said: "The impact of GLP-1 medications is still emerging, but the early signs suggest that this is more than a conversation about weight loss. For food and drink businesses, the important question is how these medications may influence what people want to buy, how much they consume and where they choose to spend their money.
"The clearest shifts in Scotland are towards products such as vegetables, soft fruit, chicken, eggs and yoghurt, alongside reduced spending on products including cakes, biscuits, confectionery and snacks. Many of these categories are important to Scotland's food and drink economy, where quality, provenance and premium produce are central to the sector's reputation both at home and internationally.
"While the findings do not mean every consumer taking a GLP-1 medication will behave in the same way, for a Scottish sector worth £19 billion and supporting more than 120,000 jobs, understanding how consumer behaviour is evolving will be increasingly important for producers and retailers. The early evidence suggests that new health trends may be changing demand for Scottish consumers."
With 42% of people with experience of GLP-1 medications reporting that they have been using them for more than 18 months, the broader move towards a more weight-focused Scottish consumer may not be a short-term phenomenon.
Across the UK, an estimated 1.6 million people have used GLP-1 drugs in the past year and a further 3.3 million people said they would be interested in using them in the next 12 months.
As the number of people using or considering GLP-1 medications grows, public discussion continues around their long-term safety, sustainability without lifestyle changes, and overuse for non-medical reasons.
The implications for Scotland's food and drink industry are likely to extend across the supply chain, from retailers and manufacturers to hospitality businesses and producers. While Scotland's food and drink heritage and iconic products will continue to have a place in consumers' diets, the findings highlight the importance of businesses responding to changing behaviours around food choices, consumption and moderation.
With a diverse sector spanning seafood, meat, dairy, fresh produce and more, Scotland's food and drink industry is well placed to respond to evolving consumer expectations and identify new opportunities for growth.