New research suggests that the number of British households with a GLP-1 user has nearly tripled in just two years, with 1.9 million adults now currently on weight loss medication in 2026.
Worldpanel by Numerator reports that 6.3% of households in Great Britain now include at least one current user, rising sharply from 4.1% in 2025 and 2.3% in 2024.
The findings draw on responses from more than 11,500 households, and the latest research marks the third year Worldpanel has studied Britain's relationship with weight loss drugs.
In 2026, women accounted for 77% of current users, while men accounted for 23%, making women significantly more likely than men to adopt GLP-1 medication. Over a quarter (26%) of respondents said that they would use GLP-1 medication to lose weight, even if they did not have a major health issue – marking a shift away from medical or health reasons for adoption.
Last year, side effects topped the list as the primary reason for stopping, however, price re-emerges as the primary barrier in 2026, as it did in 2024. Four in 10 (41%) people who were taking the medication have stopped in 2026 because it was too expensive.
Chantel Kennaugh, Head of Public Sector and Nutrition, GB for Worldpanel by Numerator, said:
“What was once a specialised treatment, primarily prescribed for type 2 diabetes, has in just a few short years become a mainstream force. Now, 68% of users are taking GLP-1s specifically to lose weight, opening them up to a much wider audience.
“These drugs are fundamentally disrupting how people engage with food and drink, with ripple effects already being felt across grocery and lifestyle, forcing brands and businesses to adapt at pace.”
The impact of weight loss drugs on grocery spending is significant, with the latest research revealing that GLP-1 users are spending and buying less. Grocery spend by user households has declined by £780 million, with 299 million fewer packs purchased across the analysis period in total. This equates to a £418 decline in per household spend when compared to non-user households.
Over half of users (54%) report experiencing fewer cravings and less ‘food noise', with one in ten (11%) no longer enjoying their usual food and drink favourites. While users say they are cutting back, 75% on chocolate and 72% on crisps, their shopping habits tell the same story. Since starting GLP-1 treatments, chocolate confectionery spend among users has fallen 18 percentage points more than in non-user households.
However, not all categories are losing out. GLP-1 users are navigating side effects through more considered purchasing, creating measurable uplifts in specific areas.
‘Ozempic mouth' – the common side effect of dry mouth and bad breath – is driving a 20 percentage point uplift in mouthwash spend and a 24 percentage point uplift in chewing gum confectionery spend among GLP-1 user households compared to non-user households.
The findings reveal that over half (52%) of users now describe their approach to eating as mindful, meaning they are guided by their body's hunger cues rather than habit, routine or restriction.
Similarly, users' expectations of food businesses and retailers are changing. Two-fifths (40%) of users want smaller portion sizes on menus, and over a quarter (26%) want GLP-1 friendly menu sections. Retailers and manufacturers' ability to respond to these users' new needs will be key to staying relevant with them in the future.
Nishita Pattni, Senior Consultant at Worldpanel by Numerator, said:
“The picture ahead is complex. While 72% believe GLP-1 medications are being adopted too quickly without sufficient understanding of their long-term effects, growth shows no sign of slowing.
“Rising adoption in markets like the US, combined with continued innovation, points to even faster uptake. As these drugs reshape user needs, consumers will increasingly look to retailers and manufacturers for support and guidance.”
