7 Facts about the UK GLP-1 Consumer: What We Know So Far 

GLP-1 medications are reshaping food and beverage conversations worldwide — but the story is continuing to unfold as adoption expands across global markets. 

While much of the early attention around GLP-1s centered on the United States, adoption and awareness in the UK are accelerating quickly. And with that growth comes something valuable for food and beverage manufacturers: a clearer picture of how consumers are adapting their eating and drinking behaviors. 

Many behaviors observed among UK GLP-1 consumers closely mirror what has already been seen in the US, reinforcing broader global patterns. At the same time, ongoing research continues to deepen our understanding of how consumers are navigating changes in appetite, nutrition, hydration and their overall relationship with food. 

Here’s what we know so far.

1. UK GLP-1 Consumers are Reinforcing Broader Trends — with Nuances 

The first — and perhaps most important — insight is this: UK GLP-1 consumers are not rewriting the rules entirely. 

In many ways, their experiences closely resemble what we have already seen among US consumers. 

Reduced appetite remains central to the journey. Consumers report eating smaller portions, feeling full more quickly and reassessing long-established eating habits. Many also experience gastrointestinal discomfort, nausea and other digestive side effects that can influence food and beverage choices, creating additional opportunities for products that are both easy to enjoy and nutritionally efficient. Taste perception shifts. Cravings change. And many consumers become more deliberate about nutrition as they work to make every bite and every sip count. 

The “IFF Insights of GLP-1 Dietary Dynamics Weight Management and GLP-1 consumers – UK 2026” report shows 86% of UK GLP-1 consumers have reduced portion sizes, while 65% report eating smaller meals more frequently. Breakfast emerges as a particularly important nutritional occasion, with dinner remaining significant as well. 

This mirrors a broader pattern we continue to see globally: GLP-1 is not simply changing how much consumers eat. It is changing how they think about eating altogether. 

“86% of UK GLP-1 consumers have reduced portion sizes, while 65% report eating smaller meals more frequently.”

2. UK Consumers May Be More Carb-Smart than Carb-Avoidant

One assumption often attached to GLP-1 users is that they naturally gravitate toward highly restrictive eating patterns. The data suggests a more nuanced reality. 

Rather than pursuing rigid carbohydrate elimination, many consumers appear to be taking a more balanced approach — prioritizing moderation, portion management and overall dietary fit. With reduced appetites and limited room for food, many are prioritizing protein and fiber first, then choosing carbohydrates more intentionally. When carbs do make the cut, they often come from more nutrient-dense sources, such as whole grains and fruit. 

Additionally, IFF research suggests UK consumers may be somewhat less carb-phobic than stereotypes often associated with weight-management culture. Grain-based products, especially whole-grain products, continue to appear in eating patterns, and some consumers report incorporating natural sweeteners or carbohydrates strategically rather than removing them entirely.  

IFF research actually reinforces this distinction. Compared with non-GLP-1 consumers pursuing weight management, UK GLP-1 users are actually more likely to increase grain-based or baked goods and honey or natural syrups, while both groups trend away from artificial sweeteners.  

This may reflect a broader shift beyond GLP-1 itself. Keto-style extremes have softened across many markets, giving way to more flexible, realistic approaches to nutrition.  

For brands, the implication is clear: carb-conscious does not necessarily mean carb-free. 

3. Meal Occasions Still Matter

If US consumers have long helped define an “eat anytime” culture, UK consumers may be revealing something different. Meals still hold meaning. 

While portion sizes shrink, the importance of meals — particularly breakfast and dinner — remains remarkably resilient. 

Breakfast is increasingly viewed as an opportunity to secure nutrition early in the day, while dinner continues to serve as an anchor occasion. Morning snacks also carry surprising relevance in the UK market. 

This reflects something deeper than scheduling. 

UK consumers may be less engaged with snack culture and more invested in real-meal moments compared with many American eating patterns. Eating on the go, convenience-led grazing and heavy-snack substitution appear less dominant. 

That distinction matters. 

GLP-1 may reduce appetite, but it does not eliminate the desire for meals that feel intentional, satisfying and worth the occasion.

4. Hydration has Become a Critical Priority  

Hydration is emerging as one of the most important nutritional priorities for GLP-1 consumers in both the UK and the US. 

Gastrointestinal discomfort and dehydration concerns frequently accompany the GLP-1 experience, increasing the need for consistent hydration and nutritional support throughout the day. 

In fact, IFF’s report found that 85% of UK GLP-1 consumers are increasing water consumption, while many are also increasing fiber, vitamins and electrolytes. 

The research also reinforces just how significant hydration challenges can be. Dehydration-related symptoms — including dry mouth — affect a substantial portion of GLP-1 users and often require conscious reminders to drink more regularly. 

But while hydration is universal, the beverages consumers choose to stay hydrated may differ by market. 

In the US, flavored waters, drink enhancers and functional hydration beverages have become mainstream. In the UK, hydration opportunities may extend across a broader range of familiar beverage formats — including water, tea, functional beverages and nutrition-forward hydration options. As hydration becomes a greater priority for GLP-1 consumers, brands have an opportunity to meet people where their existing beverage habits already exist. 

5. Alcohol — and Beverage Culture Overall — is Changing 

GLP-1 consumers are not only reconsidering food. They are reconsidering what they drink. 

UK consumers report notable reductions in alcohol, fizzy drinks and coffee consumption. According to IFF research, 56% reduced alcohol intake and 61% reduced carbonated soft drinks, while coffee and tea consumption also declined among many users. 

This trend aligns closely with broader US findings. 

Alcohol reduction is progressively tied to several factors: empty calories, dehydration concerns, gastrointestinal discomfort and changing social priorities.  

But this shift extends beyond avoidance. 

No- and low-alcohol options remain important, yet many consumers are also seeking beverages that are functional, social and aligned with wellness goals. 

6. Protein is a Priority but Not the Whole Story 

Protein has become an important focus for UK GLP-1 consumers with distinct opportunities for innovation. 

IFF’s research shows strong increases in protein consumption, particularly in the consumption of chicken and eggs. In fact, protein remains one of the most frequently mentioned nutritional priorities among UK GLP-1 consumers. 

But this research also suggests UK GLP-1 consumers place less emphasis on snacks as a moment to get additional nutrition — they often prefer getting protein from traditional meals. Looking at the market, protein bars and other functional snack formats have historically played a smaller role in the UK market than in the US.  

But interest is growing and there may be future opportunities in this space, as Mintel reports. 

Notably, IFF research shows many UK GLP-1 consumers appear to be assembling a holistic toolkit — balancing protein with hydration, digestive support and nutrient density. This paints a broader nutritional picture consistent with US consumers. 

7. The Emotional Side of GLP-1 Deserves Attention 

Perhaps the most important insight emerging from the UK research has little to do with calories or macronutrients. It has to do with emotion. 

One finding stands out in particular: 70% of UK GLP-1 consumers say they have lost the joy of eating.  

GLP-1 consumers frequently describe a dramatically altered relationship with food. Reduced cravings and quieter “food noise” can bring relief and empowerment — but they can also create unexpected trade-offs.

“70% of UK GLP-1 consumers say they have lost the joy of eating.”

IFF research reveals a striking tension. Consumers become more mindful and more knowledgeable about healthy eating. Yet many simultaneously report emotional shifts tied to food and identity. Alongside the reported loss of joy in eating, 73% say their taste preferences have changed, while 66% report that their mood or personality changed in some way. 

This does not mean consumers want less flavor or less enjoyment. In fact, the opposite may be true. 

Research from both the UK and US suggests GLP-1 consumers remain open to flavor discovery, with many continuing to enjoy flavor combinations, globally inspired profiles and new culinary experiences—even as their preferences and eating habits evolve. 

That creates an important challenge — and opportunity — for the food and beverage industry. 

Brands have an opportunity to help consumers rediscover enjoyment, nourishment and satisfaction in smaller, more intentional moments. 

The GLP-1 Story is Still Unfolding

While the story is still unfolding, research points toward a consumer who is more mindful, more selective and more complex than simple diet narratives suggest. 

These consumers are not abandoning flavor. They are redefining what they need from it. 

As adoption grows globally, understanding local eating cultures, emotional relationships with food and changing nutritional priorities will become that much more important. While appetite may shrink and needs evolve, expectations around nourishment, satisfaction and meaningful food and beverage experiences remain intact – opening the door to new opportunities for innovation. 

This is business-to-business information intended for food and supplement producers and is not intended for the final consumer. This information is based on our own research and development work and is, to the best of our knowledge, reliable. However, nothing herein shall constitute a guarantee or warranty with respect to products of IFF or its affiliates or information contained herein and IFF does not assume any liability or risk involved in the use of its products or the information contained herein, as conditions of use are beyond our control. Statements concerning possible use of products of IFF or its affiliates are not to be construed as recommendations for any use which would violate any patent rights, regulations or statutory restrictions. Manufacturers should check local regulatory status of any claims according to the intended use of their product.