Angie Jefferson, strategic projects manager at the British Nutrition Foundation looks at the impact of weight-loss medications on consumer trends and how the drugs could reshape the future food landscape.
The approval of new weight loss medications has made waves in the pharmaceutical industry. However, their impact on the food and beverage (F&B) industry will be just as significant. In 2023, analysis by American supermarket chain, Walmart, found that people taking weight loss medications spent up to 10 – 15% less on groceries because of their suppressed appetites. As weight loss medications become more widely available in the UK, both through NHS services and private prescription, F&B companies are wondering what challenges – and opportunities – these changes to people’s appetites might present.
While increased use of weight loss medications might decrease the volume of food sold, they also present an opportunity for F&B companies to cater to consumers’ shifting health needs. Calorie intake is not the only consumer behaviour that weight loss medications impact – they also change the types of foods which people want (and need) to eat. This means that, while some areas of the F&B industry (such as confectionary) may decline, others (such as high-protein snacks) may grow. F&B companies who make nutrition central to their ethos will be best placed to see success in both their business and their impact on the world beyond.
What are the needs of weight-loss medication users and how can the food industry help?
Nutrient-dense foods
Eating less doesn’t just mean eating fewer calories – it could also mean eating less of essential nutrients like protein, fibre, vitamins and minerals. People taking weight loss medications can experience a dramatic decrease in appetite, so they need to prioritise nutrient-rich foods to ensure they get the nutrients they need for good health from what they do eat.
The solution: Nutrient dense foods (potentially fortified) designed to provide more nutrients in every bite will be in demand, as users of weight loss medications seek to ensure nutritional adequacy.
Taste & texture preferences
Emerging evidence suggests that weight loss medications affect not just appetite but also the tastes and textures people prefer. Preferences for sweet or fatty foods are reported to decrease, as do likings for coffee, deli meats and alcohol, while typically healthy foods such as fruits, lean proteins and plant-based products are preferred. Texture preferences may also shift towards lighter, moister foods due to side effects like a dry mouth.
The solution: Foods targeting people using weight loss medications may need to be designed to suit a different set of taste preferences. Trialling foods with users of weight loss medications during development could help ensure that a product appeals.
Little and often
People taking weight loss medications often gravitate towards eating smaller portions more frequently throughout the day.
The solution: Healthy, nutrient-rich snacks or small ready meals might appeal more than large portions.
Digestive health
Digestive discomfort, such as nausea, vomiting, diarrhoea and constipation, can be among the more unpleasant side effects of weight loss medication. Reduced intake of fibre and potentially lower fluid intake combined with slowed digestion can exacerbate digestive issues.
The solution: Companies could target digestive side effects with foods enriched with fibres to support gut health.
Plenty of protein
Muscle loss can be a key concern for many users of weight loss medications, as reduced appetites can lead to reduced protein intake. Studies of weight loss medication users have found that up to 39% of weight lost while taking weight loss medications can be lean muscle rather than fat.
The solution: Protein-dense foods will likely be in demand as people attempt to protect themselves against muscle loss.
Weight maintenance
Weight loss medications create an important opportunity for people to reduce overweight while forming new, healthier eating habits, but maintaining those habits after stopping the medication can be a challenge. Foods which make healthy eating practical and appealing as tastes and appetites return to normal will help people reap the benefits long after they stop taking the medication.
The solution: Healthy, convenient pre-made foods in appropriate portions will appeal to people trying to keep good habits in a busy schedule. Tasty but nutritious foods will also be popular as people resist returning cravings for less healthy options.
Reshaping the food landscape
As rollout increases in the UK, weight loss medications present an important opportunity to create a new, more health-focused food landscape. With users of weight loss medications reporting healthier taste preferences and consumer demand for nutritious choices growing, financial incentives look likely to align with health needs, promising a potential new era in which healthy options become the new norm.
At the British Nutrition Foundation, we remain committed to providing credible, evidence-based support for F&B companies navigating this fast-moving field.
The British Nutrition Foundation is a charity that promotes health and wellbeing and prevent diet-related ill health through nutrition science. Angie Jefferson is strategic projects manager at the British Nutrition Foundation.
