New research from the Scotland Food & Drink Partnership’s The Knowledge Bank has highlighted the potential impact of GLP-1 weight-loss medications on food and drink purchasing habits in Scotland, with snacking products seeing the biggest impact.
The study found that 87% of Scots have heard of the drugs, 6% are currently using them, and 8% are thinking of using them. One in 20 (5%) of those surveyed have used them in the past.
More than three-quarters (77%) of respondents reported spending less on cakes and biscuits, while four out of five (82%) say they are spending less on sweets and chocolate.
Prepared foods and ready meals, ice cream and snacks also saw reduced reported spending, at 68%, 71% and 74% respectively.
Alcohol sales are also declining while sales of no- and low-alcohol products are on the rise, reflecting a wider market trend towards moderation.
The categories seeing growth included vegetables (63%), soft fruit (50%), chicken and other poultry (41%), eggs (45%) and yoghurt (41%).
The research also found that 59% of those with experience of GLP-1 medications are eating out less, while almost half report spending more on clothing.
According to The Knowledge Bank, the findings offer the first early indications of how GLP-1 medications may be influencing food and drink purchasing habits in Scotland. They also reinforce broader purchasing trends in favour of healthier products and more nutrient dense food choices already visible among Scottish consumers.
It believes that rather than creating entirely new behaviours, GLP-1 medications may therefore be accelerating or intensifying some existing shifts in how consumers shop and eat which could have important implications for product demand, retail strategies and the wider Scottish food and drink sector.
Carol Saunders, head of insights at The Knowledge Bank, said: “The impact of GLP-1 medications is still emerging, but the early signs suggest that this is more than a conversation about weight loss. For food and drink businesses, the important question is how these medications may influence what people want to buy, how much they consume and where they choose to spend their money.
“The clearest shifts in Scotland are towards products such as vegetables, soft fruit, chicken, eggs and yoghurt, alongside reduced spending on products including cakes, biscuits, confectionery and snacks. Many of these categories are important to Scotland’s food and drink economy, where quality, provenance and premium produce are central to the sector’s reputation both at home and internationally.
“While the findings do not mean every consumer taking a GLP-1 medication will behave in the same way, for a Scottish sector worth £19bn and supporting more than 120,000 jobs, understanding how consumer behaviour is evolving will be increasingly important for producers and retailers. The early evidence suggests that new health trends may be changing demand for Scottish consumers.”
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