“Don’t panic.” The iconic advice from The Hitchhiker’s Guide to the Galaxy for intergalactic travellers also applies to any UK food and drink brands concerned about the potential impact of weight-loss drugs on the industry.
The introduction of several drugs, including Wegovy and Mounjaro, that mimic the effect of the GLP-1 hormone is attracting huge attention from brands and consumers alike. Mintel’s latest research shows 25% of UK consumers are interested in using injectable weight-loss drugs.
Weight-loss usage
However, it’s still early days for these drugs, even in the US. Availability in the UK is much more limited than across the Atlantic. So despite high consumer interest levels, only a minority of people are actually using these drugs.
Longer-term, they do have the potential to have a significant influence – but plenty of conditions still need to be met. Their use as weight-loss drugs is still relatively new, and it’s possible that long-term side effects could be discovered. Supply and pricing, too, are constraints.
Nevertheless, if costs come down, prescriptions are made broadly available, more variants are developed, and we reach certainty about their long-term efficacy, these drugs could be game-changing. We could be looking at the next statins: a widely used, relatively low-cost, everyday medication.
That’s when weight-loss drugs could become truly disruptive for the food and drink industry – as well as for foodservice, hospitality and a number of other sectors.
Don’t overhaul just yet
What’s key, though, is that brands don’t have to make an either-or choice at this point. They can still play to existing trends while future-proofing themselves. So much of what is going to work for GLP-1 medications is also in line with existing trends for portion control, high protein, and nutrient density.
Conagra’s approach in the US is an example of how brands can pivot. Its Healthy Choice line features an ‘On Track’ badge on 26 items, indicating that the products are high in protein, low calorie and a good source of fibre – making them ‘GLP-1 friendly’. There is no major reformulation. Instead, they’re just signposting which of their products are suitable for people who are using GLP-1 drugs.
So in line with the timeless advice from The Hitchhiker’s Guide, food and drink brands should avoid knee-jerk reactions in this weight-loss drug era.
While much remains uncertain, aligning with existing trends like portion control, high protein and nutrient density allows brands to adapt pragmatically without overhauling their strategies prematurely.
Toby Clark, vice president of Mintel Consulting, EMEA
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