UK GLP-1 Users Swap Snacks for Protein and Vitamins, PwC Finds

Consumers in the UK taking weight-loss drugs are cutting back on snacks and sugary drinks while loading up on high-protein foods and vitamins, according to a survey by PricewaterhouseCoopers. The findings give a real-world look at how GLP-1 drugs reshape spending patterns – and what that means for food companies.

The survey, conducted in June with more than 2,300 UK GLP-1 users, found that roughly 70% of respondents were spending less on snacks and confectionery. About 60% bought fewer sugary drinks. On the other side, 54% increased purchases of high-protein options, and 40% spent more on vitamins and supplements. Consumers also reported buying more new clothes and fitness products.

“Users express renewed confidence and energy that are shaping their demand for nutritious food, fitness routine and wardrobe refresh – which represent a basket reallocation rather than reduction of spend,” said Jacqueline Windsor, partner at Strategy& and head of UK retail at PwC.

The shift is not a one-time diet phase. The study found that 80% of users maintained at least some of the healthier eating habits even after stopping the drugs. That persistence matters for consumer goods companies trying to gauge how lasting the impact will be.

Weight-loss drugs have already rattled the food industry. Companies like Nestle and PepsiCo have flagged the risk in earnings calls, and the pressure is likely to grow as cheaper generic versions and pill formats expand access. Earlier this month, the UK became the first European country to approve Novo Nordisk’s Wegovy pill. The PwC study, conducted before that approval, projected that the number of UK users could rise from about 3 million to roughly 7 million by 2027 as the pill becomes available.

The US leads in adoption, with PwC estimating 21% penetration compared with 9% in the UK. That gap suggests the UK market still has room to run, and the spending shifts seen in the survey could intensify as more people start the drugs.

For investors, the data reinforces a theme that has been building for two years: GLP-1s are not just a pharma story. They are a consumer demand story. The basket reallocation Windsor described – less on snacks, more on protein and vitamins – points to winners and losers across food retail, supplements, and apparel.

Novo Nordisk (NVO) carries an Alpha Score of 54/100, reflecting a mixed outlook as the market weighs the drug's expanding addressable market against competitive pressure from cheaper generics and oral versions. The company’s Wegovy pill approval in the UK is a near-term catalyst, the long-term revenue trajectory depends on how quickly the pill format drives adoption beyond the current injection-based user base.

The PwC survey was conducted before that approval, so the 7 million user projection by 2027 may already be conservative. Windsor noted that the data points to a basket reallocation, not a reduction in overall spend – meaning consumers are shifting where they put their money, not pulling back entirely. For more on how these trends affect broader stock market analysis, the spending shift is one to track.