Retail and food industry responses to the rapid rise in GLP-1 weight-loss medications, such as Ozempic, are now influencing product development and consumer behaviour.
Australian adults are nearing nearly half a million people using Ozempic-like drugs for weight management. Appetite suppression associated with GLP-1 use is expected to influence how Australians eat, with experts forecasting higher demand for nutrient-dense, protein-rich and fresh food, shifting away from energy-dense discretionary products. This could reshape consumer preferences and product portfolios across food manufacturers and retailers.
In the UK, convenience retailer Co-op has launched a new own-brand range of “GLP-1 friendly” ready meals, marking a retail first in the convenience sector. The meals are designed for smaller appetites but higher nutrient density, providing protein, fibre and at least two portions of fruit and vegetables per serving. These products reflect the changing eating patterns of individuals using appetite-suppressing medications, and price promotions aim to support accessibility for a broad customer base.
For regulators and industry stakeholders in Australia, these developments point to a transforming food landscape driven by pharmacologically altered appetite patterns. There may be opportunities for innovation in meal solutions and functional foods that align with these emerging consumer needs, without compromising nutritional quality. As consumer demand evolves, standards around nutritional labelling, health claims and “GLP-1 friendly” marketing may require closer scrutiny to ensure clarity and compliance.
As GLP-1 weight-loss medications influence consumer eating patterns, food businesses may need to begin researching entering this emerging market.
Our food regulatory services help manufacturers and retailers navigate these changes, ensuring labels and health claims remain compliant while supporting innovation in supporting nutrient and portion-appropriate foods.
