How GLP-1 Medications Are Reshaping the Way Britain Shops and Eats

The UK is experiencing a GLP-1 boom.  These appetite-support medications mimic a naturally occurring gut hormone, helping people curb cravings, stay satisfied for longer, and eat more mindfully. For many, that’s a win – but there’s a twist: When appetites shrink, it can become harder to get enough protein, vitamins, and other essential nutrients.

Not only are more people taking these medications, but retailers are also jumping on the bandwagon  with major supermarkets like M&S and Morrisons adding dedicated GLP-1-friendly sections to their aisles.^[1] 

In 2025,  1.5 million Brits reportedly used weight loss medications leading to the likes of Ozempic, Mounjaro, and Wegovy becoming fully mainstream.^[2] Projections for 2026 suggest that number will keep climbing.

With adoption continuing to rise, and to help navigate smaller appetites and shrinking meals, experts at Protein Works have shared practical advice for adapting eating habits and meeting nutritional needs while on GLP-1 treatments. 

Beyond appetite: Reshaping food choices

The story of GLP-1 use goes beyond appetite and weight – it’s changing what people eat and how they shop. Smaller appetites mean fewer meals and smaller portions, driving demand for foods and drinks that deliver more nutrition in less volume.

Real-world data highlights this shift. A study of 150,000 households published in the Journal of Marketing Research^[3] found that grocery spending dropped by 5.3% within six months of someone in the household starting a GLP-1 medication – with higher income households seeing even larger declines of 8.2%. Spending on snacks, sweets, and baked goods fell by around 10%, while purchases of yogurt, fresh fruit, nutrition bars, and meat snacks increased – demonstrating a clear pivot toward nutrient-dense options.

Protein Works’ range of protein shakes and complete meal shakes are perfect for those taking GLP-1s, uniquely formulated to help users meet their protein and micronutrient needs without feeling like they have to eat more than their appetite allows.

Kyle Crowley, Chief Product Officer and Nutritionist at Protein Works, explains:
“GLP-1 treatments are incredibly effective at reducing appetite, which can be great for managing weight. The challenge is that smaller meals can make it harder to get enough protein, vitamins, and other essential nutrients. That’s where nutrition shakes come in – They’re designed to support your daily nutritional needs while ensuring your body gets the essential micronutrients it requires.”

Smaller appetite, higher nutrient needs

Recent survey data* from Protein Works highlights just how dramatically GLP-1 medications can affect appetite. According to the findings, half of users (50%) report feeling less hungry while taking these treatments, compared to just 3% before starting. Nearly one in five (19%) describe their appetite as very low while on GLP-1s, versus less than 1% beforehand. While eating less can support weight management, it also makes it more challenging to get sufficient protein, vitamins, and other essential nutrients from food alone.

Only half of respondents (48%) are aware that they might benefit from additional dietary or supplement support and 28% said they had never taken them. Protein or meal replacement shakes are already a go-to for many: 70% of users rely on them to support their health while on GLP-1s. Yet a third remain unaware of the extra nutritional needs these treatments can create. When choosing shakes, taste, nutrition, and appetite control are the top priorities, and 93% of respondents said they would be interested in shakes specifically formulated for GLP-1 users.

Experts at Protein Works recommend focusing on nutrient-dense meals and snacks, and when appetite is low, incorporating GLP-1 friendly protein shakes and complete nutrition shakes can help bridge the gap, ensuring protein and micronutrient intake without forcing larger meals.

5 expert tips for staying nourished on GLP-1 treatments

Managing nutrition on GLP-1 doesn’t have to be complicated – it just requires a shift in focus. Kyle Crowley shares his top five tips for staying healthy while eating less:

1. Prioritise protein early

“Start the day with a protein-rich breakfast or shake. Protein matters most for energy, muscle maintenance, and overall wellbeing when meals are smaller.”

1. Focus on nutrient density

“Smaller meals mean every bite counts. Choose foods and drinks that deliver protein, fibre, and essential micronutrients rather than just more volume.”

2. Don’t wait to feel hungry

“GLP-1s can blunt hunger cues, so waiting until you feel hungry may leave you under-fuelled. Simple routines, like a shake or balanced meal at set times, can help.”

3. Mind your micronutrients

“Smaller portions can reduce intake of vitamins and minerals. Keep an eye on iron, B vitamins, magnesium, and calcium to maintain energy and health.”

4. Use nutrition support strategically

“Shakes aren’t about replacing food – they’re there to bridge gaps when appetite is low. The goal is to nourish your body without forcing yourself to eat more than feels comfortable.”

Crowley adds: “Appetite suppression can make even simple meals tricky. The goal is to nourish your body without eating more than feels comfortable. Shakes and small, nutrient-rich meals are a practical way to do that..”

For more information on Protein Works’ GLP-1 complete nutrition shakes, please visit:  https://www.theproteinworks.com/glp1-nutrition-shakes   

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