As the new year kicks off, British supermarkets are rolling out an array of products catering to consumers taking prescription weight loss medications like Wegovy and Mounjaro. This trend, dubbed “Jab-uary,” has seen major chains like M&S, Morrisons, Asda, Ocado, and the Co-op introduce specialized “GLP-1-friendly” food and drink ranges.
Ocado, the online grocery platform, reports strong demand for protein-rich staples such as steak, chicken, cottage cheese, as well as health drinks and supplements. The retailer’s new “weight management” aisle features everything from tiny 100g steak portions costing £3.50 to a £107 pack of the trendy “powdered greens” supplement AG1.
Sainsbury’s, Tesco, and Greggs have also noted changes in shopping behaviour, with customers seeking smaller portions and healthier options. Sainsbury’s has introduced more low-calorie and high-protein ready meals, while Tesco says it is closely monitoring the GLP-1 trend.
However, the industry faces a delicate balance. While supermarkets aim to cater to the growing number of Britons using weight loss injections – estimated at around 6% of adults – there are concerns about the potential impact on overall food and drink sales. A 2024 Cornell University study found households with at least one GLP-1 user cut their grocery spend by up to 8.2%.
Some experts argue the hype around these medications is having an “outsized influence” on consumer behaviour, amplifying other diet trends like the preference for high-protein foods. There are also questions about whether shoppers want products explicitly “GLP-1 friendly” or if they would prefer more subtle approaches, as seen in the M&S, Co-op, and Iceland ranges.
As the UK grocery market, worth £250 billion annually, navigates these shifting consumer preferences, food product developers face pressure to react. The challenge will be convincing shoppers that smaller portions are a benefit, not just a case of “shrinkflation.” Ultimately, the success of these “Jab-uary” offerings may depend on whether they truly meet a distinct need, or if shoppers could simply eat a little less of the products they already buy.