GLP‑1 shake‑up: How food makers are reshaping NPD for smaller appetites

The GLP-1 revolution shows no signs of slowing down. A pill version of the appetite-suppressing drug, Wegovy, hit the shelves of 70,000 U.S. pharmacies in January 2026.

In the same month, UK-based retailers Morrisons, Asda, Co-op, and Iceland unveiled an assortment of nutritionally balanced ready-meals aimed at those with smaller appetites. Ocado Retail has jumped on the bandwagon, too, with a curated selection of GLP-1-friendly products, including a 100g extra-small steak.

But how sustainable are such offerings? Is there growth potential beyond meal deals and ready meals? And which brands and businesses are making the biggest bets?

A recent Cornell University report found the share of US households reporting at least one GLP-1 user rose from around 11% in late 2023 to more than 16% by mid-2024.

Morgan Stanley Research analysts estimate that 24m people, or 7% of the US population, will be on the weight-loss drugs by 2035.

And in England, Wales and Scotland, 3.3m people have expressed an interest in trying weight-loss drugs over the next year, according to UCL researchers, compared to 1.6m adults who used ‘skinny jabs’ between early 2024 and 2025.

“The UK and Europe may not reach the level of the US, but even 2% to 4% penetration in key adult demographics would drive substantial category change,” says Patrick Young, managing director of PRS IN VIVO, a global market and behavioural science research consultancy.

“In markets like Germany, France, and the Nordics, where both obesity and proactive health trends are high, there is strong potential for targeted NPD and retailer-led innovation.”

Nestlé’s Vital Pursuit, a portion-controlled, nutrient-filled frozen food line spanning pizzas and sandwich melts to wholegrain bowls, launched in 2024 to support GLP-1 users in the United States.

Last year, Danone unveiled a high-protein drinkable yoghurt for the US market under its Oikos label, which is said to help consumers build and retain muscle mass during weight loss.

Now brands and businesses in the UK – tipped to be the next biggest GLP-1 market – are following suit.

A flurry of NPD – mostly in the form of mini ready meals – has hit shelves in the past month alone.

Yet, Young believes there is ‘significant headroom’ beyond the current meal deal and ready-meal focus.

“As GLP-1 adoption increases, we’ll likely see growth in snack formats, functional beverages, and ‘portion smart’ indulgence products. Think ice creams, bars, and bakery items reformulated with satiety in mind, lower sugar, higher protein or fibre, and smart portioning.

“There is also an opportunity in meal components like sauces, grains, and sides that help people self-assemble smaller, satisfying meals.”

Leigh O’Donnell, head of shopper and category insights at Kantar, agrees that there is considerable growth potential.

“According to our latest data, 44% of UK users have a new go-to retailer for groceries and household essentials,” she says. “This is because they want retailers that will help them find healthy items to assist them on their GLP-1 journey.

“Users also care about what they buy. Some 23% want nutritionally dense products, 21% want a wider variety of healthy items, and 21% want a product offering that will suit specific dietary needs (like high protein, vegan, low calories).”

Amir Mousavi, food consultant and founder of Good Food Studio, says the core issue isn’t about people eating better, but people eating less.

“The commercial challenge then becomes how to maintain revenue when volume declines,” he says.

“Premiumisation, functional positioning and portion architecture become the tools of choice.

“So we’re likely to see more small, high-protein snacks, functional beverages positioned around tolerance or metabolic support, and modular meal components rather than traditional plates.

“The real growth opportunity sits beyond meals, in any category where brands can extract value from fewer eating occasions. That includes snacks, drinks, supplements and hybrid formats designed to deliver “more nutrition per bite”.

Notably, the drug’s uptake is impacting household spending.

Within six months of starting a GLP-1 medication, US households reduced their grocery spend by an average of 5.3%, Cornell University’s study found.

Among higher-income homes, the drop was even steeper at more than 8%.

Ultra-processed, calorie-dense foods saw the sharpest declines, spending on savoury snacks fell by about 10%, and sweets, baked goods and cookies experienced similarly large decreases.

However, sales of yoghurt, fresh fruit, nutrition bars, and meat snacks increased, the research showed.

Young believes the behavioural and cultural shifts GLP-1s are triggering are likely to outlast the drugs themselves. “Appetite suppression at scale changes food routines, grocery habits, and even social eating norms,” he says.

“So even if the category plateaus or regulatory concerns grow, the demand for less-but-better eating and portion-savvy products will persist. Brands that treat this as a broader wellbeing movement, rather than a narrow diet trend, will be best placed to adapt. The bubble may shift in form, but the appetite for smarter, lighter, more satisfying food will endure.”

Rafael Rozenson, founder of protein water brand Vieve says that 50% of its customers were using its drinks primarily for weight loss purposes, “long before GLP-1 medications entered the mainstream conversation”.

However, the brand has recognised that its products may now appeal to GLP-1 users, who typically “over-index” due to their need for smaller, nutrient-dense portions and protein and fibre requirements.

In January, Vieve entered the snacking sector with a trio of functional protein bars – Pistachio Punch, Strawberry Blondie and Coconut Crunch, which contain 15g of protein, 12g of fibre, no added sugar and fewer than 160 calories per bar.

According to Rozenson, the range has already sold out of its first production run and has “strong interest across all key accounts plus international markets”.

Mousavi would like to see the wider food industry lean into dietary fibre as a way of supporting the body’s own GLP-1 production and market for this accordingly.

“The challenge is that this route is structurally hard to monetise,” he says.

“High-fibre, minimally processed foods tend to be lower margin, harder to brand, and less compatible with premiumisation. They also work slowly and cumulatively, which doesn’t map neatly onto the product claims or immediate gratification consumers have been trained to expect.”

Mousavi adds that the food industry is unlikely to start competing against Big Pharma on where consumers’ GLP-1 should come from anytime soon.

“Instead, we’re more likely to see fibre incorporated into reformulated, branded products where it can be measured, marketed and priced, rather than a meaningful shift towards simpler, fibre-rich diets.”

Emerging research suggests that GLP-1s may not be the forever ‘wonder drug’ to help users cut weight permanently, while reports of unwanted side effects frequently hit the headlines.

Could consumer appetite for the drug dampen on the back of this?

O’Donnell doesn’t think so.

“GLP-1s aren’t going anywhere,” she says. “The medication can also now be taken in pill form, which makes it easier for the user and cheaper to manufacture and transport than refrigerated jabs. The Ozempic patent is due to expire in several countries this year, which will further increase accessibility and affordability.

“There is also other early research that shows that GLP-1 can be an effective treatment for drug or alcohol addiction, so we will likely see the medication be used beyond diabetes and obesity in the future.”