A PwC Strategy& study suggests that mainstream use of GLP-1 weight loss meds, including the first oral pill approved in the UK, could reshape consumer spending and retail offerings across the country.

The study projects the UK’s spend shifting toward nutrition, fitness, and wellness as GLP-1 use expands, while appetite-led categories like snacks and confectionery could shrink.

More than 80% of those who stopped treatment maintained some dietary and grocery changes initiated during medication use, signaling lasting habit shifts.

Retailers and brands, including Sainsbury’s, Marks & Spencer, Waitrose, and Greggs, are expanding nutrient-rich options to cater to this growing segment.

PwC’s survey finds the GLP-1 user base is diverse: about 60% are women, 80% are aged 25–54, and roughly 70% obtain the medication privately rather than through the NHS.

More than 10,000 people joined waiting lists for GLP-1 consultations ahead of the pill’s launch, signaling strong demand and many first-time users.

Current GLP-1 users are spending less on snacks (over 70%) and more on fresh food (around 60%), with about 40% increasing spend on vitamins, supplements, and related wellness needs.

The UK user base is projected to grow from about three million to seven million by 2027, accelerating shifts toward nutrition, fitness, and wellness.

The study suggests businesses will reshape portfolios and innovate to capture evolving preferences as GLP-1 use broadens.

PwC’s Jacqueline Windsor notes GLP-1 is becoming highly consumerised, driving demand for nutritious foods, fitness activities, and even wardrobe refreshes as part of a basket reallocation rather than a cut in overall spend.

The Wegovy tablet’s UK regulatory approval earlier in the month could broaden access beyond injections and act as a catalyst for growth in GLP-1 adoption.