​​​​80% of UK households with a GLP-1 user say it affects eating habits of everyone in the home

New data from IGD and NIQ reveals a growing need for retailers to adapt to the GLP-1 uptake, as the broader household impact is made clear

London, 22nd July 2026: Latest research from the Institute of Grocery Distribution (IGD), a grocery insight and foresight organisation and NIQ (NYSE: NIQ), a global consumer intelligence company, reveals that 8% of individuals in the UK use GLP-1 medication, a 3.1% increase over the past nine months^1. The share of households with at least one user has increased from 9% to 12% in the last six months².

The findings combine IGD consumer research with NIQ retail purchasing data to provide a picture of how GLP-1 adoption is reshaping household food and beverage consumption.

The research shows the impact extends well beyond individual users. Four in five (80%) ¹ UK households with a GLP-1 user say the medication has had a moderate to large impact on the eating habits of other household members. Among these households, the most common behavioural shift is choosing healthier foods, with 31%² opting for simpler and lighter meals, 44%² reducing consumption of takeaways and 39%² choosing to reduce consuming highly processed foods. These changes point to the growing influence GLP-1s are having on food and beverage purchasing for people other than just the medication user.

Analysis of purchasing behaviour also reveals changes across supermarket categories. The macro impulse category has seen the greatest impact to date, with GLP-1 users purchasing 6.1% fewer units over a 24-week period, while fresh food purchasing has remained relatively stable.²

Among the categories most likely to benefit and see growth is vitamins and supplements, with 34%¹of GLP-1 users claiming they expect to spend more on these products as they make changes to their habits and lifestyle.

Functional foods (ingredients that contain high amounts of nutritional value) may also see rising demand as NIQ found that GLP-1 shoppers significantly over-index on low-sugar and sugar-free products compared with the average consumer. Purchasing data and consumer research also points to stronger engagement with protein-rich and nutrient-dense foods, reinforcing the health-focused choices these shoppers are making, with 42% of GLP-1 users reporting they are eating more protein and 34% saying they are consuming more fibre.¹

Reflecting on the latest research Tom Wakeman, Insight Director at IGD, said "The impact of GLP-1 medications is a topic that is a top commercial consideration across the food and drink industry. With 8% of the UK population now taking the medication, our continuous dialogue with consumers and shoppers means we can provide rich insights into actual behaviour and trends."

Ben Morrison, Sales Director at NIQ added, "In just six months of tracking GLP-1 adoption, the share of households with at least one user has increased from 9% to 12%. This rapid adoption highlights the growing impact of GLP-1s on consumer purchasing behaviour and the broader industry. As GLP-1 adoption continues to rise, retailers and FMCG manufacturers may need to rethink ranging, promotions and innovation, with demand shifting away from impulse purchases and towards products that support healthier, protein-rich and functional diets. By bringing their insight together IGD and NIQ can help the industry face this challenge head on."

About IGD

IGD brings together stakeholders from across the food system, fostering action across on critical challenges across a broad cross section of forums. Through evidence-based insights, credible research, and thought leadership, IGD guides businesses to make informed decisions that not only benefit their operations but also contribute to the collective good of society. As a charity with a long-standing commitment to the food and grocery industry, IGD does not advocate for any single commercial interest but works towards fostering alignment on shared goals that can have a positive, lasting impact on both the industry and the communities it serves. Its neutrality and impartiality are key to its role in facilitating collaboration, whether through policy development or addressing emerging risks and opportunities. By staying connected to the changing dynamics of the world, IGD ensures that the food system remains robust and sustainable, creating tangible benefits for businesses, consumers and society. Click here

About NIQ

NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action. With operations in more than 90 countries, NIQ covers approximately 82% of the world's population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™-helping brands and retailers understand what consumers buy, why they buy it, and what to do next. For more information, please visit NIQ.com

Forward-Looking Statements Disclaimer

This press release includes forward-looking statements that reflect NIQ's current expectations and projections about future market trends and consumer behavior. These statements are based on available information and reasonable assumptions but are subject to risks and uncertainties that could cause actual results to differ. NIQ does not undertake to update these statements, except as required by law.