While convenience remains a priority for shoppers, retailers are beginning to see growing interest in products that offer nutritional benefits, particularly those that support protein intake, fibre consumption and overall wellbeing.
The Rise of GLP-1 Users
According to Lumina Intelligence, almost 5% of UK adults are currently using a GLP-1 medication, with uptake expected to increase after tablets were approved for the UK market earlier this year.
Current and former GLP-1 users also tend to be relatively affluent consumers, with more than 90% currently funding treatment themselves and almost one in four living in households with incomes exceeding £100,000. Affluent millennials represent the largest group of current users. (Source: Lumina Intelligence GLP-1 Tracking 28 w/e 01.03.26)
As use of this type of medication grows, the food industry is starting to consider how changing dietary needs could influence purchasing decisions.
Focus on Protein and Fibre
One of the clearest trends linked to GLP-1 users is an increased focus on protein-rich foods and drinks. According to Lumina Intelligence, high-protein products are a key purchase driver among GLP-1 users.
This has been reflected in product innovation across multiple categories, with brands launching high-protein yoghurts, snacks, drinks and meal solutions alongside products with increased fibre content. Both nutrients are commonly prioritised by consumers using GLP-1 medications as part of a broader health and weight management journey.
At the same time, wider consumer interest in gut health is helping drive demand for products containing fibre, prebiotics and other functional ingredients associated with digestive wellbeing.
What are the opportunities for retailers?
Convenience retailers may be particularly well placed to benefit from these changing habits. Lumina Intelligence data suggests that GLP-1 users are more likely to visit convenience stores for immediate consumption occasions, including food-to-go and daytime meal purchases.
This presents an opportunity for retailers to review ranging and ensure healthier options are visible and accessible, particularly in grab-and-go fixtures and meal-for-now missions.
Protein-rich snacks, lighter meal solutions, healthier drinks and products with gut health credentials could all become increasingly important as shoppers look for options that align with their health goals.
What’s next?
While GLP-1 users currently represent a relatively small proportion of the population, usage is expected to grow in the coming years. Combined with increasing consumer awareness of gut health, the trend points towards a demand for products that deliver both convenience and nutritional benefits.
For retailers, understanding how these evolving health priorities are influencing shopper behaviour could help identify new ranging opportunities and ensure stores remain aligned with changing consumer needs.
Source: Lumina Intelligence GLP-1 Tracking 28 w/e 01.03.26