Any meaningful change in society is a massive opportunity for marketers. And right now, we're witnessing one of those moments.

GLP-1 receptors, the drugs behind Ozempic, Mounjaro, and other weight-loss medications, are no longer a niche medical story. They're changing consumer behaviour, food culture, and how society thinks about eating. Three million people in the UK are already using them. That number will only grow.

For marketers and agencies, this shift is seismic. And it demands a rethink.

 

What's Actually Happening

GLP-1s suppress appetite and reduce what researchers call food noise (that constant mental chatter that drives us to eat). But it's not just about eating less. Research shows these drugs are changing how people eat. Users are snacking less, choosing smaller portions, and making more intentional food choices.

This isn't a temporary trend. It's a fundamental shift in consumer behaviour that will ripple across the food and drink industry, retail, supply chains, and marketing strategies.

 

The Real-World Impact Is Already Here

Snack food companies are reporting declining sales volumes as consumption naturally reduces. Brands built on grab and go impulse purchasing are feeling the pressure. Meanwhile, premium nutrition brands and functional food companies are seeing uptake accelerate. Consumers are trading frequency for quality. Fewer snacks, but better ones.

Retail is adapting too. Supermarkets are rethinking shelf space allocation and product placement. Single-serve and portion-controlled formats are gaining prominence. Some retailers are creating dedicated sections for intentional eating products. The old logic of bigger pack size equals better value no longer resonates.

Early movers are winning. Brands that have repositioned around smaller portions, nutritional density, and intentional consumption are capturing market share. Those still operating on the eat more playbook are struggling.

 

What Brands Need to Rethink

Portion Size and Pack Formats

Smaller portions aren't a compromise for GLP-1 users. They're the goal. Brands that redesign their offerings around appropriate portions aren't just capturing this audience; they're future-proofing themselves. Single-serve formats, smaller multipacks, and portion-controlled options become genuine value propositions.

Nutritional Value Over Empty Calories

When people eat less, every calorie counts more. Brands that can credibly deliver nutrition, not just fewer calories, have a competitive edge. This isn't about diet marketing. It's about food that works harder for the body.

Brand Language That Reflects Reality

The language of excess feels increasingly tone-deaf. Brands that speak to restraint, intention, and nourishment connect with where consumers actually are. This doesn't mean boring or preachy. It means honest and relevant.

Messaging That Supports Healthier Behaviour

This is where agencies can genuinely lead. Messaging that acknowledges the shift without judgment. Creative that celebrates smaller choices. Campaigns that position brands as partners in a healthier lifestyle, not obstacles to it.

 

What This Means for Agencies

Agencies that respond to this moment will need to evolve in several ways.

Strategic Capability

The brief has fundamentally changed. It's no longer to drive consumption. It's to drive the right consumption. This demands deeper behavioural insight and cultural understanding. Agencies need strategists and planners who understand the psychology of restraint, the economics of lower-volume markets, and the cultural conversation around food and health.

Creative Approach

Creative teams need to move away from more is better messaging. The work that wins will celebrate intention, acknowledge trade-offs honestly, and position brands as partners in a healthier lifestyle. This requires a different creative muscle, one that's less about excess and more about authenticity.

Data and Analytics

Understanding where and how to reach GLP-1 users requires sophisticated data work. Media strategies need to evolve. Audience targeting, channel selection, and messaging all need to reflect this new consumer reality. Agencies that can layer behavioural data with media planning will have a real advantage.

Talent

This is where recruitment matters. Agencies need to attract and retain people who understand this shift. Behavioural scientists, cultural strategists, data analysts, and creatives who are excited by this challenge. The teams that win will be diverse in thinking and grounded in insight.

 

The Bigger Picture

This isn't just about GLP-1s. It's a reminder of a fundamental truth of market that when society changes, through health, technology, culture, or economics, marketing opportunity follows.

The agencies and brands that respond with genuine behavioural insight, relevant creative, and a clear understanding of the new consumer will lead. Those that cling to old assumptions will be left behind.

The question isn't whether to adapt. It's how fast you can move.

 

About This Article

These insights came from attending a breakfast discussion hosted by Pimento in partnership with Initials CX on 21 January 2026 in London. The session explored the rapid impact of GLP-1 weight-loss drugs on UK consumer behaviour and the commercial implications for brands across food & drink, hospitality, leisure, and health & wellbeing sectors.

The discussion was supported by expert insight from Professor Jason Halford, President and Head of Psychology at the University of Leeds, who provided crucial behavioural and medical perspective on how these drugs are changing eating habits and why this matters commercially.

The session highlighted compelling evidence including consumers on GLP-1 medications cutting calorie intake by up to 30%, spend on processed snacks and sugary drinks down by as much as 7%, and some grocery baskets shrinking by over 5%.