Many are poised for a seasonal pause in usage

IGD’s latest ShopperVista data reveals that the most common strategy GLP-1 users intend to follow over Christmas is continuing to take the medication as usual, the plan for just under half of respondents. However, an even higher proportion are planning to adapt their usage in some way. This includes lowering dosage (20%), taking a break (18%) or permanently stopping taking GLP-1s (11%) this Christmas.

The divergence in strategies highlights individuals’ different attitudes to and experiences of the medication, and underlines the need for a nuanced understanding of GLP-1 users.  

Burden of cost and reduced enjoyment of food while on GLP-1s are likely motivators for planned usage changes over the seasonal period.  

Evolving what’s on the festive menu

For GLP-1 users aiming to stay on track with their weight loss, higher protein, higher fibre, lower sugar, and nutritionally dense choices are on the menu, with a focus on less unhealthy snacking and smaller portions. Fresh produce should have time to shine as the category most GLP-1 users claim to be buying more of.

Many aspects of a GLP-1 diet synergise with broader health trends which manufacturers are already aligning with. Relevant products that hit the shelves last year include The Gym Kitchen’s Christmas sandwich, part of the Tesco meal deal, which packs 24g of protein into wholemeal bread. Non-alcoholic drinks such as Remedy Drinks’ Festive Batch Kombucha, as well as Twinings’ “24 days of festive warmth” advent calendar, offered seasonal twists to wellness-focused categories. For fitness fans, Grenade’s advent calendar presented sweet treats in a low-sugar, high-protein, on-the-go format.    

Away from home faces a challenging festive season, under threat from stretched budgets and GLP-1 usage. Lighter bites and micro meals could be new solutions for GLP-1 users to reduce calorie density and control portion sizes. To stay ahead of this, restaurants and bars may need to pivot to a new experiential approach to satisfy the food-focused occasions and include those who are consuming less.

New year, new start

With the January health kick on the horizon, we anticipate a GLP-1 usage spike at the start of 2026, with retailers and manufacturers ready to respond with innovative new products and solutions. Retail Analysis subscribers can review last year’s January Shopper Marketing Highlights, with many of the 150+ examples appealing to a healthy start to the year.

Implications for retailers and suppliers

This is the first Christmas in the UK where GLP-1 usage is on the radar, making it a valuable learning opportunity. Findings will help inform seasonal planning for 2026, when GLP-1 usage is anticipated to grow.

For all our insights on GLP-1s, please visit our hub page for the trend.