Will GLP-1 adoption surge in Europe by 2026 summary
- GLP-1 weight-loss drugs currently have under 1% global usage
- US adoption is 12% while Europe remains cautious due to cost controls
- 2026 expected to mark structural integration of GLP-1s in European healthcare
- UK predicted to lead growth with defined rollout plans and clear pathways
- Food industry will shift to smaller portions and higher protein formulations
GLP-1 weight-loss drugs are more popular than ever. With their ability to increase feelings of fullness and make people eat less, they could not only reshape global food markets but the way people eat in general.
For now, GLP-1 adoption trends have been concentrated in the US. There, around 12% of consumers are using the drugs. By contrast, globally the figure is less than 1%.
Could 2026 be the year that they hit Europe in a big way, seeing the sort of popularity there that they’ve already experienced in the US?
GLP-1s in Europe
GLP-1s are already making a significant impact in Europe. For example, fewer consumers in Europe are trying to lose weight than before, which may be connected with GLP-1 use, suggests Carl Quash III, head of snacks and nutrition at analytics platform Euromonitor.
However, they are not as widespread there as they are in the US. There are several reasons for this.
For example, the two regions have highly different healthcare systems. In the US, healthcare is largely private, and thus access is more contingent on demand. In Europe, healthcare institutions must be more discerning.
“Most European health systems are publicly funded and must evaluate obesity drugs through a strict cost-effectiveness lens. The budget impact of treating large populations has made policymakers cautious, even where clinical efficacy is acknowledged,” suggests Nandini Roy Choudhury, principal consultant for food and beverage at analytics platform Future Market Insights.
European countries are also often more restrictive with prescriptions, initially limiting them to specialist settings or structured weight-management programs. By contrast, the US is far more permissive.
Furthermore, when GLP-1 shortages became more prevalent, European countries guided them towards use by those with diabetes, limiting supply for weight loss.
Finally, many European regulators were simply more cautious. “Several European markets place high importance on long-term safety data, adherence concerns, and the broader debate around medicalising obesity. This has tempered early enthusiasm,” explains Choudhury.
Could all this change in 2026?
2026 is very likely a year of significant change for GLP-1 adoption in Europe, says Choudhury, but this growth will be fundamentally different from that in the US.
From private pay and limited clinical trials, Europe is moving towards providing greater systematised access to these drugs, she explains.
“Instead of sudden spikes driven by consumer demand and employer insurance (as seen in the US), Europe’s uptake will be shaped by public health budgets, prescribing pathways, and prioritisation rules.”
This means that, while patient numbers will grow, use will still skew towards those with a clear medical need for the drugs. Furthermore, use distribution is likely to be concentrated on a few select countries, rather than evenly distributed.
Which countries see the greatest increase is dependent less on consumer demand and more on action at the governmental level. Choudhury predicts that the UK is the country that will see the biggest growth.
“The UK has moved furthest in defining national pathways, evaluation criteria, and phased rollout plans. This creates predictability, which tends to translate into sustained volume growth rather than sporadic uptake.”
Other countries with potential for the GLP-1 market are the Nordic countries, which have strong digital health infrastructure and high early adoption, and France, which has a large population and growing prescriber familiarity.
Germany, however, despite market size and high demand, is limited by statutory insurance in increasing coverage of the drugs for obesity, says Choudhury.
“Uptake is likely to grow through narrower medical indications rather than mass weight-loss adoption in the near term.”
Overall, GLP-1s will shift from ‘emerging’ to ‘structurally embedded’ in 2026.
Impact of GLP-1 on food industry
Food will continue to be affected by the increasing popularity of GLP-1s, Choudhury explains, particularly categories tied to impulse purchases and excess consumption.
Categories such as indulgent confectionary, bakery, salty snacks and sugary beverages are already seeing pressure, with GLP-1 users demanding smaller portion sizes and reducing their snacking frequency.
Alcohol is also being affected. “Many GLP-1 users report reduced interest in alcohol, which has implications not just for beverage producers but also for restaurants where alcohol drives margins.”
Other categories stand to benefit. For example, foods high in protein and fibre are attractive to consumers looking for satiety. Protein in particular is relevant for those concerned about muscle retention, as GLP-1 use can cause a reduction in muscle mass. Gut health is also relevant to GLP-1 users, especially those looking to manage digestive side effects.
In response, companies are looking to reduce portion sizes, increase nutrient density, emphasise products’ high protein content and satiety inducement, and focus less on products related to ‘grazing’ or snacking.
“In Europe, these changes will likely appear first in the UK and Nordics, followed by urban Western Europe. Rather than dramatic category collapse, the more realistic 2026 outcome is portfolio reshaping – fewer calories per occasion, higher value per unit, and a stronger focus on functional nutrition.”
