A new Gallup survey shows 11% of US adults now take GLP-1 drugs for weight loss, up from 3% in 2024. Food companies are responding by creating smaller, nutrient-dense products with more protein and fibre, as seen at the IFT FIRST 2026 event in Chicago. UK data reveals GLP-1 user households bought…
The adoption of GLP-1 drugs for weight loss is accelerating rapidly in the United States. A new Gallup survey found that 11% of US adults now take these drugs specifically for weight loss, a sharp increase from 3% in 2024. An additional 4% of adults have used GLP-1 drugs in the past but are not currently taking them, meaning 15% of US adults have tried the drugs at some point.
This growth appears to be driven partly by improved access. Contrary to the perception that GLP-1 drugs are only affordable for wealthy consumers, a separate survey from PwC of more than 2,300 UK adults found that users are spread across all income groups. The PwC research suggests that cost may be less of a barrier than widely assumed, especially as access expands through pharmacies and telehealth services and as more people receive the drugs through the NHS.
Access is also changing in emerging markets, though progress is uneven. In Brazil, prices for some semaglutide doses have been reduced by up to 48% following the end of patent protection. In India, however, Dr. Reddy’s temporarily stopped supplying its generic semaglutide injection after identifying an issue with the active ingredient. The company stated that products already supplied were unaffected, but the interruption shows that cheaper alternatives will still need to meet the same quality standards as branded drugs.
As GLP-1 usage grows, food companies are beginning to think beyond simply how much users eat and instead focus on what they want from the food that remains in their diets. This shift was a major theme at IFT FIRST 2026, a food science and product-development event held in Chicago in July.
According to The Food Institute’s review of the event, ingredient suppliers presented products that combine protein and fibre, reflecting demand for greater nutrient density as GLP-1 users consume smaller amounts. Examples included high-protein and high-fibre snacks, bread, freezer pops, and drinks. Several of these products used stevia or allulose instead of sugar, showing how the growth of GLP-1s is moving demand toward more nutritious, lower sugar products.
Industry speakers at the event noted that adapting familiar products rather than developing entirely separate ranges for GLP-1 users may be the most effective strategy. Research presented at IFT FIRST found that around 90% of GLP-1 users still buy ice cream. This creates an opportunity for manufacturers to offer smaller portions and improve the nutritional content of existing products, rather than replacing them entirely.
The change in eating habits is already visible in the UK. Research from Worldpanel by Numerator found that the share of British households containing a GLP-1 user rose from 2.3% in 2024 to 6.3% in 2026. These households bought 299 million fewer grocery packs compared to non-user households. Their annual grocery spending was £418 lower than comparable non-user households.
Sugar-rich categories are among the most affected. Three-quarters of GLP-1 users said they had reduced their chocolate consumption, while 72% had cut back on crisps potato chips . The purchasing data reflected the same pattern: chocolate confectionery spending fell 18 percentage points more among GLP-1 user households than among non-user households.
Despite these reductions, GLP-1 users have not entirely stopped buying their favourite foods. The research presented at IFT FIRST indicated that around 90% of GLP-1 users still purchase ice cream. This suggests that food companies may be able to retain GLP-1 consumers by adapting familiar products rather than replacing them with completely new lines. However, smaller portions and lower-sugar formulations would still reduce the amount of sugar used in each purchase. While GLP-1 users may continue buying indulgent foods, they are likely to buy less of them overall.
The trend toward nutrient-dense, lower-sugar products is expected to persist as GLP-1 usage continues to expand. Food manufacturers face both a challenge and an opportunity: they must reformulate existing products to meet changing consumer preferences for protein, fibre, and reduced sugar, while also considering portion sizes. The data from both the US and UK indicate that weight loss drugs are reshaping grocery purchasing patterns in a way that will influence product development for years to come.
Sources: Gallup survey, PwC survey of 2,300+ UK adults, The Food Institute review of IFT FIRST 2026, Worldpanel by Numerator, AMC Global and OpinionRoute 2024 reported by Nutritional Outlook July 2026 .
Peptides referenced: Semaglutide, GLP-1.
Related reading: GLP-1 Drugs Linked to Hair Loss in New Study, Medicare Spends Billions on Obesity Consequences, GLP-1 Bridge Offers Alternative, Obesity Phenotype Predicts Tirzepatide Super Responders, Developing Nutraceutical Solutions for Long-Term GLP-1 Patient Support.