GLP-1 weight-loss drugs are reshaping UK demand

The rapid ascent of GLP-1 weight-loss medications is becoming a major catalyst for change within the British food industry.

According to new analysis from the Agriculture and Horticulture Development Board (AHDB), the growing use of these drugs is poised to fundamentally reshape consumer demand for dairy products across the United Kingdom.

GLP-1 agonists — such as Wegovy and Mounjaro — work by suppressing appetite, slowing digestion, and even altering taste perceptions. These physiological changes are driving a “less but better” consumption mindset. While users are consuming fewer calories overall, they are significantly increasing their focus on nutrient-dense, high-protein foods to maintain muscle mass and general health during rapid weight loss.

While the UK is in the early stages of adoption, roughly 4.1% of British households are already using GLP-1 medications. To predict where the market is headed, analysts are looking toward the United States, where adoption rates are higher.

Research highlights that American households with at least one GLP-1 user reduced their total grocery spend by approximately 6% within six months of starting treatment. Crucially, this reduction was not uniform across all categories. Spending on high-fat, indulgent dairy products like ice cream, butter, and certain cheeses declined, whereas demand for cottage cheese, Greek yogurt, and whey-based beverages saw a marked increase.

Similar trends are already surfacing in Great Britain. Recent data shows a sharp rise in “power dairy” — products that offer high protein with lower fat content.

• Standard plain yogurt: saw a volume growth of 19.6% year-on-year.

• Fat-free yogurt: experienced the largest actual growth, with an additional 4.3 million kilograms purchased compared to the previous year.

“Dairy is well placed to respond to the priorities of GLP-1 users: health, protein, and high-quality nutrition in smaller portions,” says Annabel Twinberrow, analyst at AHDB. However, she warns that for the British dairy sector to fully capitaliase on this, there must be a strategic investment in local processing capacity, particularly for purified whey products.

Retailers are already pivoting to meet this new demographic. Several UK supermarket chains have launched “nutrient-dense” ready meals with smaller portion sizes specifically designed for those on weight-loss journeys. Dairy manufacturers are expected to follow this lead by accelerating the development of:

• Fortified options: dairy enriched with extra vitamins and minerals.

• Functional snacks: pre-packed, high-protein yogurt or whey pots.

• Reformulated staples: high-protein variants of traditional milk and cheese products.

With two-thirds of adults in England currently classed as overweight, the potential for further GLP-1 uptake remains substantial. For the dairy industry, the challenge will be balancing the decline in traditional “indulgent” fats with the booming demand for functional, protein-forward solutions.

To read the full strategic analysis and data breakdown, visit the official AHDB report: AHDB: How GLP-1 Drugs are Affecting the Dairy Market