IGD launches GLP‑1 insight programme

The Institute of Grocery Distribution (IGD) has announced a new initiative, IGD Futures: GLP‑1, designed to give food and drink professionals the tools to understand and respond to the growing influence of weight‑loss medications on consumer behaviour.

With usage of GLP‑1 drugs such as sema-glutide rising rapidly in the UK, the programme will provide businesses with the foresight they need to adapt strategies, protect category performance, and identify new opportunities.

IGD’s latest research shows that uptake of GLP‑1 medication among UK adults grew from 3.1% in June 2025 to 4.2% in October — already surpassing the number of people following a vegan diet. The behavioural impacts are significant: 35% of users report eating out less often, 69% are snacking less, and nearly half are eating fewer meals overall. For food and drink professionals, these shifts directly affect demand across categories, from hospitality to packaged goods.

Understanding how these changes ripple through consumption patterns is critical. The IGD Futures: GLP‑1 programme is designed to provide a total consumption view, mapping current and future shifts in shopper behaviour, household dynamics, and category demand. It also explores wider implications, including global adoption trends, evolving science, and regulatory developments.

The programme uses a mixed‑methodology approach, combining longitudinal diary tracking of GLP‑1 users, qualitative research into behaviours and sentiments, social listening in the UK and US, and global horizon scanning of industry responses and innovation. This means food and drink professionals will gain:

• A detailed picture of who GLP‑1 users are, how their spending is shifting, and what categories are most affected.
• Insight into the consumer journey, from consideration and active use to tapering and long‑term lifestyle change.
• Future scenarios of global adoption patterns, helping businesses anticipate how quickly and widely these behaviours may spread.
• Strategic implications and actionable next steps to turn behaviour change into commercial advantage.

“Consistently, the industry tells us they need to understand who is changing, how they are changing, and where the opportunities are,” said Tom Wakeman, insight director at IGD. “We have structured this programme to help businesses turn behaviour change into commercial advantage. Our unique holistic approach reveals what is shifting, why it is shifting, and what actions will unlock value. Powered by deep insight and reliable foresight, this programme projects the scale of impact so businesses can stay ahead.”

The IGD Futures: GLP‑1 programme promises a continuous stream of intelligence throughout the year, ensuring professionals stay updated as the market evolves. For food and drink businesses, this represents a chance to move beyond reactive responses and build proactive strategies that align with changing consumer lifestyles.

By lifting the lid on GLP‑1 impacts, IGD is equipping the industry with the knowledge to navigate one of the most disruptive forces in modern food consumption — and to seize the opportunities it creates.