GLP-1 medicines are set to reshape UK consumer spending, with the arrival of pill-based treatments likely to more than double uptake

• 9% of UK adults (c.5m) who have ever used a GLP-1 medication, with an additional 18% of UK adults saying they would consider using one

• Number of adults using GLP-1 medication today could increase 2.5x from c.3m to c.7m users (13% adoption) with the approval of a pill format for weight loss

• 28% of GLP-1 users said they would maintain their current levels of spending on the drug, even if the cost of living were to go up

• There is a spending drag or boost for users: 70% spent less on snacks and confectionary, 60% spent less on sugary drinks, 60% spent more on fresh food, 54% spent more on high protein options, 40% spent more on vitamins and supplements, 30% spent more on fitness and 40% spent more on clothing

• More than 80% of those who had stopped treatment say they have maintained at least some of the dietary and grocery changes they adopted while taking GLP-1

GLP-1 is already significantly influencing how millions of people in Britain eat, drink, exercise and shop, according to new research from PwC Strategy&. The impact on Britain’s bodies, baskets and businesses is becoming more apparent - and is poised to accelerate following this month's approval of oral GLP-1 pills for weight loss. 

PwC's Appetite for Disruption: What GLP-1 Means for Consumer Markets report, based on a survey of more than 2,300 UK adults, shares insights on who is using GLP1s and how their behaviour is changing across six categories: food, alcohol, supplements, apparel, restaurants and fitness. The findings have real consequences for any brand or retailer competing for a share of GLP-1 consumer spend. 

Democratisation of uptake

GLP-1 usage is set to move beyond the 9% of UK early adopters who are currently using or have used a GLP-1 in the past, with an additional 18% of UK adults considering using one. The profile of current users represents a mix of genders, ages and income – suggesting GLP-1 is going mainstream. Awareness and adoption of GLP-1 are highest among women, who account for 60% of current users. Usage is concentrated among working-age adults, with around 80% of users aged between 25 and 54. And GLP-1 is no longer the preserve of the affluent: the findings show 6% of current users come from lower-income households whereas 20% come from the wealthiest households. Weight loss is the anchor across age groups, but the motivations split by generation: wellness for the young, health investment for the middle-aged, and clinical care for the old. 

Basket reallocation and stickiness

The findings suggest GLP-1s are doing far more than reducing appetite. They are creating a new consumer whose spending is being reallocated across multiple categories. GLP-1 is acting as both a spending catalyst and a spending multiplier, creating new consumer preferences and accelerating the adoption of others. 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. And many of these behaviours persist beyond treatment. More than 80% of those who had stopped treatment say they have maintained at least some of the dietary and grocery changes they adopted while taking GLP-1.

Jacqueline Windsor, Strategy& Partner and Head of Retail at PwC UK, said: 

"GLP-1 is the most consumerised medication today. While treatment decisions remain grounded in clinical need and professional guidance, growing awareness and adoption mean that patients are increasingly considering factors such as brand, value, efficacy, convenience and trust. Users express renewed confidence and energy that are shaping their demand for nutritious food, fitness routine and wardrobe refresh – which represent a basket reallocation rather than reduction of spend. Who your GLP-1 customers are, and how your category changes, will dictate how brands and retailers compete. We’ll see consumer businesses reshape their portfolios to manage near-term risk; innovate to capture changing preferences; and collaborate across the wider GLP-1 ecosystem to better serve customers.” 

Emma Burton, Strategy& Director at PwC UK, said: 

“Generational identity - not the medication itself - is the strongest predictor of how these shoppers behave. GLP-1s may be changing appetite but it's the generation that's shaping what goes in shopping baskets.”

Ends

Notes to Editors: 

The research is based on a nationally representative survey of 2,315 adults in the UK, conducted in June 2026 before the pill format for weight loss was approved.