GLP-1 usage has more than doubled in the past year, accelerated by its normalisation in society. Motivations for using weight loss medication differ by user, as do the experiences of being on it. As we start to see the full cycle from adoption to either coming off the medication or continuing to stay on small doses, we can start to assess the impact that it is having on food and drink decisions beyond the home and what this means for away from home operators, suppliers and wholesalers.

Our new report, GLP-1: the changing appetite for away from home, explores how GLP-1 is affecting when, where and how consumers eat and drink out of the home. If you don’t have an Away From Home subscription, a free summary version of the report is available for download.

Consumer behaviour is changing beyond portion size

Reduced appetite is the most common and visible change in behaviour, but not the only one. Consumers are also reporting changed taste preferences, less interest in indulgent categories and operators, increased focus on nutrition and a more functional view of food.

Not all sectors are impacted equally

These changes in eating and drinking habits are impacting each away from home sector differently. Restaurant menus typically give users more flexibility in choice to allow users to meet their own needs, for example ordering a starter as a main to have a smaller portion, or substituting ingredients to make a dish healthier, so users are more likely to change what they order here. A widely reported drop in alcohol consumption among GLP-1 users, either from reduced taste preference or being more careful about calorie consumption, is more likely to reduce visits to pubs and bars.

Catering to the needs of GLP-1 users will need a considered sector-by-sector approach, for example prioritising health credentials in QSR, or expanding low-alcohol, low-calorie drinks ranges in pubs and bars.

Some occasions are naturally more protected

For some consumers, eating and drinking out remains a treat, and GLP-1 medication has not changed the role these occasions play in enjoyment or socialising.

Special occasions and celebrations are even more protected. GLP-1 users may use these moments to indulge, focusing on the social experience or celebration rather than the full nutritional details of what they order.

Operators need to make sure menus are balanced to protect special occasion spend while offering lighter everyday options to match fluctuating needs, particularly among groups comprised of GLP-1 users and non-users. Build the perception among GLP-1 users that all needs can be catered for to drive repeat visits for multiple occasions. Menus with lighter or mix and match dishes, such as Loungers’ tapas, or that allow consumers to order starters as mains, will win among mixed groups.

The non-food opportunity is growing

As many GLP-1 users experience reduced appetite or a lower level of interest in food more broadly, some are shifting towards sectors and activities where food is not the main focus.

Competitive socialising operators and the wider leisure sector are well placed to benefit from GLP-1s by offering occasions that provide an alternative to eating or drinking out. Operators that can deliver a stronger experience beyond food and drink will be better positioned to appeal to GLP-1 users and keep them engaged with the away from home market in new ways.

The best way to cater to GLP-1 users is to become more flexible

With experiences being so individual, not all actions taken by operators and suppliers will suit all GLP-1 users. Where users may be reducing frequency of eating and drinking out, flexibility and customisation will be key to showing consumers that away from home occasions can still fit into their new lifestyles, maintaining as many visits as possible.

Flexibility and customisation can bring operational challenges, from ordering and inventory processes to kitchen efficiencies. However, customisations do not always need to be vastly different from existing menus or ingredients. Both Pret’s half baguettes and Five Guys’ lettuce wraps cater to smaller appetites and healthier alternatives with no additional ingredients or processes.

Adoption is still in early stages, but the changes needed are clear

Consumers using GLP1s are reassessing how, when and where they eat and drink out, creating both risks and opportunities for the away from home market. Operators and suppliers that respond with greater flexibility, clearer nutrition cues and occasions that suit changing appetites will be better placed to protect frequency of visits and spend as GLP-1 use continues to grow.

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