Spoiler alert: if you think GLP-1 drugs are “someone else’s problem” – Silicon Valley biohackers, Hollywood actors, or that annoyingly smug friend who now “just isn’t hungry” – bad news, they’re already your customer. But how long will they remain your customer if we don’t cater for what they need and want from pubs, bars and restaurants.
GLP-1s (Ozempic, Wegovy, Mounjaro et al) were designed for Type 2 diabetes but have very enthusiastically pivoted into weight loss. They slow digestion, shrink appetite, keep blood sugar stable and generally turn food from “event” into “fuel”. Weekly injections for now, pills incoming. That means this is not a fad, and it’s only going to get easier to participate.
And the current scale already matters – 4%-7% of UK adults are already using GLP-1s for weight loss, which translates to 2.1 million-3.7 million people. Usage has doubled year-on-year. For context, that’s more than the number of vegans (3%), vegetarians (7%) or people with a wheat allergy (1%-4%), and look at the changes we’ve made in recent years to make sure those people have a great customer experience!
There are many misconceptions about the drugs and who’s using them – not least because many people prefer to fly under the radar. This isn’t just women, and it’s not just under-30s. Men and women are broadly even (although women are driving growth), it spans all ages up to around 60, it’s nationwide and it skews towards those with a higher income – probably because they are available to purchase as well as be prescribed. Most access the drugs privately online, meaning they’re motivated, self-directed and not waiting for permission.
The commercial impact
And now for the uncomfortable bit: 32% of GLP-1 users say they’re eating and drinking out less often, and 57% say they now only go out for special occasions. The grocery sector has already taken a £136m hit in food and drink spending, so hospitality is not uniquely targeted, but it’s definitely in the blast radius.
Alcohol also takes a knock; 23% of users say they drink less alcohol when out. So, if your margin strategy relies heavily on “another bottle of Savvy-B?” you might need another strategy.
The opportunity for pubs, bars and restaurants
But here’s the opportunity bit. GLP-1 users are far more likely than non-users to actively choose venues based on:
- Healthy or lighter menu options
- Menus that cater for specific dietary needs
- The ability to customise (portion sizes, swaps, lighter versions, adding nutritional value)
- Transparency about ingredients and sourcing
In fact, 65% say GLP-1s have changed what they eat when they’re out, and 77% say their food preferences influence venue choice for the entire group. One person on a jab now dictates where six people eat. Just like we see with tee-totallers and vegan/vegetarians.
They’re also doing something hospitality customers famously don’t always do: checking nutritional information before ordering. They think about health when choosing and are happy to pay a premium for food and drink that feels functional, lighter or “worth it”. Budgets aren’t changing but value for money definitions are.
Remember that GLP-1 users aren’t asking for sad salads and a glass of tap water. They want:
- High-protein options
- Smaller portions
- More plant-based dishes
- Lighter meals
- Alcohol-free or lower-alcohol drinks, specifically with less carbonation
- Functional ingredients (think probiotics, adaptogens etc)
And crucially, they want choice, not restriction. Smaller plates, half portions, “mini” versions, shareable mains. US operators are already doing it: 200g steaks instead of 350g, pre-sliced steak plates for sharing, mini burgers, mini burritos and skinny desserts.
GLP-1 Is a Behaviour Shift, Not a Passing Trend
KAM’s GLP-1 study shows us that 24% of UK adults say they’re likely or very likely to consider GLP-1 drugs in future. That’s not a niche trend – that’s a new behavioural normal.
So no, this doesn’t mean the end of hospitality. It does mean the end of thinking that everyone wants a massive plate, three sides and a bottle of wine by default. And it means we need to get even closer to our customers to understand what they want from their visit to a pub, bar or restaurant.
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.
