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GLP-1 food labels risk losing 71% of shoppers, study finds
62% of UK shoppers would avoid products with GLP-1 drug labels, Lumina Intelligence finds. Nestlé and Danone's early strategies may backfire as 71% of non-users reject the packaging.
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Food brands that market products specifically to people taking GLP-1 weight-loss drugs like Ozempic and Mounjaro may be scaring off the customers they actually need. New consumer research from Lumina Intelligence, a UK-based consumer insights firm, surveyed 2,000 British adults and found that 62% would be less likely to buy a product if its packaging referenced GLP-1 treatments. The resistance was sharpest among shoppers with no personal connection to the drugs. 71% of non-users said such labels would make them avoid the product entirely.
The finding undercuts the early strategy of several major food companies. Nestlé launched a frozen food line called Vital Pursuit in 2024, marketed toward GLP-1 users with higher protein and added vitamins. Danone has promoted its high-protein yogurt range as suitable for patients on the drugs. The logic was straightforward: the GLP-1 market is growing fast, and early movers could capture a loyal, recurring customer base.
Lumina's data suggests that strategy carries a hidden cost. The same packaging that signals relevance to a GLP-1 user also signals irrelevance – or even stigma – to everyone else. A product that screams "for Ozempic patients" may struggle to sit in the same shopping basket as a family's weekly shop.