New research released from the Institute of Grocery Distribution (IGD) reveals the uptake of GLP‑1 weight loss medications has almost doubled in the UK since June last year, rising from 3.1% to 6% in March this year.
Findings in the first quarterly report from the IGD Futures: GLP-1 insight programme also reveal that more affluent mid-life women are the main group driving GLP-1 usage, with people aged 18 to 24 or 65+ using them the least.
Unsurprisingly, given their ongoing coverage in the media, 94% of UK adults are aware of weight loss drugs (up from 88% in June) and 42% personally know someone who uses them (up from 24% in June).
Based on monthly polling of over 2,000 nationally representative UK shoppers, the IGD attributes the acceleration in uptake to growing availability via online pharmacies, alongside increased social proof from friends, family and celebrities.
Caroline Young, shopper insights manager, said: “While awareness of GLP-1s has become mainstream, usage remains fairly exclusive - for now. Barriers to use are declining and the upcoming availability of oral formats will remove a major barrier in administering injections, which deters 39% of UK adults.
“The challenge and opportunity for retailers is understanding and adjusting to user motivations…”
“The challenge and opportunity for retailers is understanding and adjusting to user motivations before the speed and scale of adoption impacts consumption and behaviours further.”
The new research identifies three user types, ranging from those choosing the drugs for health reasons, those who see them as a last chance option, and others who dip in and out and may have more aesthetic reasons for taking them.
Industry implications are most pronounced with health-driven users, the IGD asserts, as they are most likely to undergo a major dietary and lifestyle overhaul. This often translates to an increase in scratch cooking, functional foods and targeting lighter, protein-rich meals if eating out.
The so-called ‘last resort’ users mainly change the volume of what they eat, rather than what they eat. They still consume ready meals but seek smaller portions. Earlier this year, Convenience Store reported on the first weight loss drug friendly meal range from Co-op.
One of the most notable findings from IGD’s research is the impact of GLP-1 usage on eating and drinking away from home. It found 41% of users visit restaurants less often, 47% go to coffee shops and sandwich bars less often – and 30% drink less alcohol, which sees some users socialise less often.
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