UK grocers Marks and Spencer and The Co-op are now targeting consumers using GLP-1 weight-loss medications by launching new ready-meal ranges tailored to meet their changing appetites. As interest in these medications rises, food manufacturers and retailers are adapting their offerings.
Marks and Spencer has introduced a diverse selection of salads, snacks, and meals under its Nutrient Dense branding. The Co-op is set to launch four “mini meals” on January 7, labeled as “GLP-1 friendly,” reflecting their commitment to this emerging segment in the food and beverage industry.
Grace Ricotti, head of food nutrition at M&S, emphasized the importance of nutrient density, stating, “With the increase in popularity of weight-loss injections, a reduced appetite can mean missing out on important nutrients. These new meals, snacks, and drinks can help everyone increase their intake of fiber, vitamins, and minerals.” The retailer confirmed that each product contains at least one of ten vital micronutrients often lacking in consumers’ diets, including vitamin D, iron, folate, and vitamin B12.
The Co-op’s meal offerings include a Chicken & Sweet Potato Penang Curry and a Butternut Squash, Beans, and Grains dish, each weighing 250g. Nicole Tallant, retail trading director at The Co-op, remarked, “Our members and customers are changing the way they approach health, looking for healthy and tasty choices that provide added health benefits like protein and fiber. There is also a growing need to cater to smaller appetites with meals that deliver quality without excessive quantity.”
In addition, prior to Christmas, UK grocer Morrisons announced a range of GLP-1-friendly ready meals through a partnership with sports nutrition group Applied Nutrition. Meanwhile, in the United States, companies like Danone have begun targeting GLP-1 users with their products. Danone recently launched a drinkable yogurt under its Oikos brand, specifically tailored for individuals focused on weight loss.
Research from Cornell University and consumer insights group Numerator revealed that US households with at least one GLP-1 user reduced their grocery spending by approximately 6% within six months. Notably, higher-income households saw their expenditures decrease by nearly 9%, with spending on products such as chips, baked goods, sides, and cookies falling between 6.7% and 11.1%.
In summary, the food and drink consumer trends indicate that retailers and manufacturers are strategically shifting their product lines to address the emerging needs of GLP-1 users.
