Are you ready to hear about yet another disrupter for the hospitality industry?
Hold on to your hats because this one has been heralded as the biggest consumer behaviour shake-up to effect the industry since the smoking ban. Quite a claim.
What Are GLP-1 Drugs and How Do They Work?
In recent months you will have heard more and more about GLP-1 drugs like Ozempic, Wegovy and Mounjaro. What started as a treatment for type 2 diabetes is now a headline-maker for a different reason: they’re being prescribed (and increasingly purchased privately) as highly effective weight-loss medications.
1-in-3 UK adults now know someone personally who is using GLP-1 medication.
Put simply, these drugs mimic a natural hormone released after eating, which slows down digestion, regulates blood sugar and essentially makes people feel fuller for longer and thus eat less. Clinical trials show average weight loss of 15–20% of body weight.
How are GLP-1 Drugs Changing Consumer Behaviour?
Here’s where things get interesting. These drugs don’t just make people lose weight, they change the way they think about and consume food and drink and thus also how they socialise and interact with our venues.
Here are some stats to make your eyes water…
- Demand for these drugs has skyrocketed. KAM research found that an astounding 7% of UK adults are currently using GLP-1 drugs for weight loss. That’s double the proportion reported just a year ago.
- For context, a similar percentage of UK adults identify as ‘vegetarians’.
- 1-in-3 GLP-1 users say they are eating out less often as a result of being on the drugs.
- Nearly a quarter (23%) of users told us they now drink less alcohol when going out.
How Is The Hospitality Sector Adapting To Weight-Loss Trends?
The hospitality industry is already responding. In the US, restaurants like Clinton Hall and Tucci are introducing “mini meals” and small luxury bites to cater to reduced appetites. Bars in New York are serving petite cocktails at lower price points to keep sales flowing.
Here in the UK, fine dining venues are experimenting with reduced-course tasting menus or “skinny slice” desserts. Other venues are leaning harder into flexible, mix-and-match formats where customers can control portion size and protein content.
What Does This Mean For Operators?
For operators, the risks are clear: lower average food spend per head, decline in high-margin alcohol sales, and shorter dwell times as customers leave earlier. But there are opportunities too: premiumisation of smaller portions, growth in low, no and mid-strength alcohol and functional drinks and new “better for you” menu development.
KAM Research: What the Numbers Say
KAM’s new research confirms that this really isn’t just another wellness fad. We’re confident that GLP-1 medications represent a structural shift in consumer behaviour that will reshape menus, margins and customer demands and expectations.
Our new research digs deep into the numbers: who is using GLP-1 drugs, how their habits are changing, and what it means for pubs, bars, restaurants and suppliers. We’ll be sharing the full findings in our upcoming report and webinar. Those of you with ‘KAM Access All Areas’ membership will get your invite – let us know if you’d like more info here.
Interested in understanding your category, consumers, customers or employees a little better? Take a look at other work we’ve done and get in touch to see how we can help you.
