How GLP-1 is reshaping health on the shelf

Amid the flurry of health-focused NPD we see every January, UK retailers are innovating to adapt to the populations’ changing appetites. This week M&S, Co-op and Morrisons are all introducing new private label ranges specifically with GLP-1 users in mind.

Key observations

• Encouraging shoppers to invest in better health. Smaller portion sizes are not directly translating to smaller price points. Healthy attributes are a reason to trade-up 

• Flavour remains on the menu, with many products drawing on international inspiration

• Varying approaches to on-pack communication, including health claims, star ingredients, nutritional values, as well as  “GLP-1 friendly” logos

• Range relevance beyond GLP-1 users. On the shelf, these high protein, high fibre, portion controlled products will likely appeal to a wider group of health conscious consumers, widening addressable audience size

• Focus on convenient meal solutions. As a category with high private label penetration, and given meal preparation is a known challenge for new GLP-1 users, ready meals are a natural starting point for these ranges.

A closer look at the new ranges

Morrisons’ new three year licensing partnership with Applied Nutrition is the most akin to the approach we’ve seen in the US. Its Small and Balanced fresh ready meal range utilises “GLP-1 friendly” roundalls on the front of pack, alongside claims for protein, fibre, contribution to five-a-day and calorie content. At £3.75 there is broad price parity with Morrisons’ core ready meal range, and while portion size varies by product, is around 30% smaller than standard ready meals. Small and Balanced is part of a wider exclusive high protein offering with Applied Nutrition, totalling 53 SKUs across a range of categories including food-to-go, frozen, dairy and bakery, with more products due to launch later in the year.

M&S is leaning hard into the enhanced nutritional profile of its offering, perhaps surprisingly bringing the term Nutrient Dense into general usage. Grammage of fibre and protein as well as and calories are communicated front of pack, alongside factors like beneficial ingredients and credentials. Each of the 20 strong line-up (primarily snacks, meals and salads) is formulated to include at least one micronutrient that is commonly lacking in peoples’ diets, ensuring products pack a nutritional punch for the portion size. With many of the meal choices weighing 400g these look substantial, while clear packaging showcases fresh, colourful and appealing looking products support the £7 price point. M&S highlights the range’s relevance for those eating less for weight loss, lifestyle or age related reasons, and packaging and launch material makes no explicit mention of GLP-1. Nutrient Dense joins an expanding list of health focused ranges from the retailer, including High Protein, Count on Us, Brain Food, Good Gut, Only…ingredients and “mini meals”, appealing to consumers’ varying health needs, preferences and motivations.

Co-op’s new Good Fuel range comprises of four new mini meals designed with GLP-1 users in mind, alongside five regular sized ready meals to appeal to a broader shopper base seeking healthy choices. These prioritise high protein, slow release carbohydrates, vegetables and added-benefit ingredients. With a similar front of pack approach to M&S, Co-op is focusing on food that delivers on health without compromising on taste.

Considerations for retailers and suppliers

While these new launches are only a few dozen products amongst the many thousand on the shelves, they represent a re-triangulation of the hierarchy of value, taste and health. Once a deterrent, health claims are now a reason for shoppers to pay more. Retailers and manufacturers will increasingly consider where it is appropriate to showcase health as a premium attribute

This NPD is not in isolation: these are many more new and existing products competing in this space, both ready made solutions, such as Tesco’s new grain bowls, as well as ingredient components. Support with snack, meal and basket curation are valuable ways to support GLP-1 users’ lifestyle change, as well as shoppers on other health-focused missions.

Clear, credible on-pack communication is vital so shoppers understand the product at a glance. And as more communication is happening beyond the shelf, personalisation will play an increasingly important role in helping the right message reach the right shopper. This is particularly relevant when it comes to dietary needs and health goals.  

Pill format and patent expiry on the horizon in North America in 2026

2026 will be a pivotal year for learning about the price elasticity of weight loss medication. In the US in late December the FDA approved Novo Nordisk’s daily pill format of the drug Wegovy. The product is already available to patients on prescription. The cost is significantly lower than injectable equivalents, with self-funding patients paying USD 149-300 per month depending on dosage.

Novo Nordisk’s patent for semaglutide-based drugs including Wegovy and Ozempic expires in a number of different countries in 2026, including Canada. This is anticipated to lead to new generic products entering the market, increasing competition and bringing down price.