Weight-Loss Jabs Influence UK Shopping Patterns
Weight-loss medications have seen a significant rise in use over recent years, with over two million people in the UK currently using them. Drugs such as Wegovy and Mounjaro have aided many in reducing their weight, but they are also influencing the spending habits of users.
Mounjaro and Wegovy, the UK's most commonly used weight-loss medications, operate by mimicking the natural hormone GLP-1, which regulates hunger. Users report a decreased appetite as a result.
In June, market research firm Worldpanel by Numerator released a study examining how these medications impact grocery spending among UK users. The research utilized survey responses and purchase data from over 11,000 households collected in February.
A major finding was that households with at least one GLP-1 medication user spent an average of £418 less on groceries in the year following the start of their medication compared to households without users.
This reduction translates to an estimated £780 million decrease in grocery spending nationwide.
The findings align with a peer-reviewed study from Cornell University published externally last year, which observed that US households with at least one member using weight-loss drugs spent 5% less on groceries within six months of starting the medication. Among higher-income families, this reduction rose to 8%.
Changes in Product Purchases Among Users
Worldpanel's research also revealed that users altered their purchasing habits, reducing some items while increasing others.
As illustrated in the accompanying chart, the control group reported buying less chocolate and pastries and more fruit and protein-rich foods such as prawns. This likely results from feeling fuller for longer and reduced tendencies to eat out of boredom. Additionally, alcohol consumption decreased.
Conversely, purchases of chewing gum, mouthwash, and hair dyes increased — products that address common GLP-1 side effects like thinning hair and bad breath.
Nishita Pattni, a senior consultant at Worldpanel by Numerator, told the BBC that weight-loss jabs weren't "simply reducing spending" but "reshaping it".
"This isn't simply a story of shrinking demand. It's also a story of shifting demand."
Cornell's research found that users reduced spending most notably on calorie-dense, processed foods, with a 10% decrease in savoury snack purchases. They also bought less cheese, butter, soft drinks, and eggs, while increasing yoghurt purchases.
However, the study noted that households tend to revert to their pre-medication grocery spending patterns after discontinuing the drugs, sometimes shifting toward slightly less healthy food choices.
Impact on Eating Out and Mindful Eating
Weight-loss jabs also appear to influence dining habits outside the home. Nearly two-thirds of those surveyed by Worldpanel reported cutting out or attempting to reduce meals eaten out since starting their medication.
According to Worldpanel, over half of weight-loss jab users describe their eating approach as "mindful," guided by hunger cues rather than habit or routine.
Cornell's research further identified an 8% decline in spending at fast-food chains and coffee shops among users.
Cost Concerns and Demographic Trends
Despite potential savings in grocery and dining expenses, the cost of weight-loss medications remains a concern. Most UK patients pay privately for these drugs, with prescriptions often exceeding £300 per month.
A survey of 167 users conducted by Zava, an online doctor and pharmacy service selling weight-loss drugs, found that the primary reason for discontinuing medication was cost.
Additionally, the Health Foundation, a charitable organization, reported that more affluent areas in the UK have higher average prescription rates despite lower obesity prevalence, based on data from a private provider.
User Experiences
Two case studies highlight personal experiences with weight-loss jabs.
Annie Haslam, 71, from Redruth, Cornwall, shared her journey: "I have taken weight-loss jabs for about 18 months and gone from 86kg to around 63.5kg. I buy less food, and less instantly satisfying food like biscuits or puddings. I eat a lot healthier and smaller portions. But I have spent a considerable amount on clothes as my old clothes just don't fit me anymore! I've gone from a size 18 to a size 10 or 12."
Brad Channer, 42, from Newcastle, said: "I've been taking Mounjaro for almost two years. I've gone from about 106kg down to 80kg but I had to stop for a little while because of the cost. Before taking the jabs I didn't have the willpower to walk past a Greggs and not have a sausage roll or a pub and have a pint. These days we buy more protein-based foods and I spend more on clothing because I am more confident about my appearance."
