British supermarkets are capitalising on a new health trend dubbed 'Jab-uary', launching specialised food ranges aimed at the growing number of consumers using prescription weight-loss injections.
The Rise of 'GLP-1 Friendly' Aisles
Major retailers including Marks & Spencer, Morrisons, Asda, Ocado, and the Co-op are now targeting shoppers who use GLP-1 agonist drugs, best known under brand names like Wegovy and Mounjaro. This move comes as traditional January campaigns like Veganuary and Dry January are joined by this new pharmaceutical-inspired trend.
Ocado has created a virtual 'weight management' aisle featuring a curated selection of products deemed suitable for those on the medications. The range is diverse, from small 100g portions of steak priced at £3.50 to premium supplements like the £107 AG1 'powdered greens'. The online grocer reports strong demand for protein-rich staples such as steak, chicken, and cottage cheese, alongside health drinks and vitamins.
Ocado also stocks M&S's new 'Nutrient Dense' line of meals, snacks, and drinks, which the retailer says packs high nutrient levels per calorie. Items like a £7 chicken satay ready meal and a £2 'H₅O' coconut water shot are marketed as ideal for people 'reducing their food intake'. Similarly, the Co-op is promoting 'mini meals' – 250g-280g pots inspired by global cuisines, costing £3.50 each.
Changing Consumer Habits and Supermarket Strategy
According to Jonny Forsyth, a senior analyst at Mintel, around 6% of UK adults are now taking GLP-1 drugs. He argues the hype is exerting an 'outsize influence' on shopping behaviour, amplifying existing trends like high-protein diets.
Evidence of shifting habits emerged in recent Christmas trading updates. Greggs' chief executive, Roisin Currie, noted customers were seeking 'smaller portions' and healthier choices, while Sainsbury's CEO Simon Roberts observed a switch into healthier options, fresh food, and fibre among users. Sainsbury's has responded with a new 300g 'Small but Mighty' ready meal range, priced at £3. Tesco's chief executive, Ken Murphy, stated the supermarket is monitoring the GLP-1 trend 'very closely'.
Data from NielsenIQ underscores a broader shift: while UK grocery sales value rose 2.5% in the four weeks to 27 December, the volume of goods sold actually declined by 0.2%.
Profit Pressures and Marketing Challenges
The food industry faces potential profit headwinds from widespread drug uptake. A 2024 Cornell University study found households with a GLP-1 user reduced grocery spending by 5.3% within six months, with higher-income households cutting back by 8.2%. Spending on crisps and similar snacks fell 10.1%, with an 8% drop at fast-food and coffee shops.
However, supermarkets face the delicate task of marketing smaller portions without appearing to engage in 'shrinkflation'. Charlotte Derra, a fast-moving consumer goods consultant, highlighted pricing disparities. Morrisons' 280g 'GLP-1 friendly' ready meals cost £3.75—the same as its 380g diet ranges—making them 35% more expensive per 100g.
Marketing sensitivity is also key. Forsyth notes that M&S, Co-op, and Iceland have wisely avoided explicitly labelling packs with 'GLP-1', as overt branding could stigmatise shoppers. He believes the M&S range is most likely to succeed, as its customer base aligns with those who can afford private prescriptions.
In a fiercely competitive £250bn UK grocery market, product developers feel pressure to innovate. Mark Whalley, co-founder of Explners, notes the outlook for some categories is 'pretty bleak', and the challenge is convincing shoppers that 'being small is in itself a benefit' when the price doesn't drop with the portion size.
