A leaner market: GLP-1 weight loss drugs and the future of red meat demand

• GLP-1 weight loss drugs, originally designed to treat type 2 diabetes and obesity, are becoming more of a household name and are making headlines for general weight loss support

• GLP-1 medications decrease appetite – users typically eat smaller portions, eat less often and change what they eat, creating a potential risk for red meat consumption

• Users have reported eating fewer takeaways and foods that are high in fat and sugar; the largest reductions are in ultra-processed calorie-dense foods, and there is a shift towards healthier, more natural options

What are GLP-1 drugs?

GLP-1 medication works by releasing a naturally occurring hormone to help regulate blood sugar, appetite, digestion and other metabolic functions. This results in a decrease in appetite and changes in taste, and causes users to change the way they eat.

GLP-1 users are advised to follow a diet that focuses on nutrient-dense, lower-fat and protein-rich food, to support muscle maintenance and satiety.

GLP-1 usage in the UK

In 2023/24, over 64% of adults in England were estimated to be overweight or living with obesity (GOV.UK Obesity profile, May 2025), showing there is a clear market for weight loss drugs.

In January 2026, an IGD ShopperVista report found that 5.2% of respondents say they have personally used weight loss drugs, an increase of 1% from September 2025. 

Furthermore, according to the AHDB/YouGov Tracker February 2026, of those consumers taking weight loss medication, 39% are taking them due to a weight-related medical condition (e.g. diabetes, obesity, high body mass index (BMI) score), while 48% are taking them for personal weight loss reasons.

GLP-1 usage is projected to increase in the UK. According to YouGov Health and Wellbeing Tracker March 2026, 14% of Brits would consider using weight loss drugs in the future which is equivalent to 7.6 million people. Nearly 72% of people in the survey believe that weight loss drugs are more effective than traditional dieting.

What could this mean for demand of red meat?

Users of GLP-1 weight loss drugs need to adapt their diet to consume smaller but more nutrient-dense meals, with some users reporting a shift towards more supplements and protein-based products (YouGov Health and Wellbeing Tracker, March 2026).

The YouGov/AHDB tracker February 2026 found that, of those people who are taking GLP-1s, 85% report eating less food overall while 43% report eating more protein-dense foods such as meat and fish.

Figure 1. In which ways, if any, does taking a GLP-1 medication influence the food or drink you consume?

Source: YouGov/AHDB Tracker, February 2026

Figure 1 shows the percentage of GLP‑1 users reducing consumption. The most common changes are eating less overall (around 30%), eating smaller portions (around 30%), and eating fewer snacks (around 30%). Fewer people report increasing dairy‑based protein (around 15%).

According to a large US food demand survey (GLP-1use and protein demand, January 2026, Science Direct) looking into food-buying habits of GLP-1 users in January 2026, while users reported eating less food overall, they were willing to pay more for protein-rich, high-quality meat and seafood. This could lead to consumers buying reduced quantities of meat overall, but splurging on higher-cost, high-quality, more premium cuts of meat when they do buy it.

GLP-1 users have also reported eating fewer takeaways and foods that are high in fat and sugar, with the largest reductions seen in ultra-processed, calorie-dense foods, showing a shift towards healthier, more natural options. This creates a potential risk for all processed meat, and the out-of-home market could experience a decline in consumption.

What opportunities are available for red meat?

Protein is currently in the spotlight as a growing health trend, especially for males under 34 years old. High protein diets are also appealing to GLP-1 users as they support weight loss, muscle maintenance and metabolic health.

Lean cuts of red meat, such as steaks and pork tenderloins, are ideal for users of GLP-1, so there is an opportunity for consumption of lean cuts and premium quality products to increase.

As the number of GLP-1 users increases, we are seeing that the food industry is beginning to target them in their marketing, advertising and product launches. A number of major retailers launched smaller portion nutrient-dense ranges in early 2026, which provide enough protein, fibre, vitamins and minerals to support those consumers with smaller appetites.

In addition, findings from the US study show that GLP-1 users consistently showed a higher willingness to pay for meat and seafood, while results for plant-based alternatives were inconsistent or non-existent.

We have seen the general health trend of consumers turning away from ultra-processed foods (UPFs). This could further exaggerate the decline of UPFs and the desire for more natural high protein products.

Summary

GLP-1 drugs may not have been around in the weight loss world for long, but they have certainly made a big splash in the food industry.

The decreased overall food consumption in GLP-1users poses a risk to all sectors, including red meat. However, the high protein and micronutrient content of red meat positions it well as users of GLP-1 search for high protein, nutrient-dense offerings. Messaging that focuses on high protein and lean meat will appeal to these consumers.

Providing nutritionally complete, convenient, pre-packed options with attention to portion sizes will be key to winning these consumers.

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