When we think about inventions that have fundamentally reshaped the world, certain breakthroughs immediately come to mind: the light bulb, penicillin, birth control, the smartphone. Each of these transformed not just daily life, but also the way people relate to the world around them. Now, another contender might be emerging to join that list. GLP-1 agonists, more commonly known as weight loss drugs, are starting to change not just bodies, but behaviours, economies and entire industries. Whilst diet culture is nothing new, this time it feels different. This time it feels like big pharma stepping into the ring with big food.
These drugs are already dominating headlines and cultural conversations. They’re being talked about by celebrities, referenced in TV shows and debated in parliament. People are discussing dramatic transformations, new side effects and even coining terms like “Ozempic face”. For those who haven’t followed the hype, GLP-1 agonists are synthetic drugs that mimic a natural hormone which signals the brain to stop eating, helps release insulin, and slows digestion. This leads to reduced appetite, weight loss, and improved blood sugar control. Originally for type 2 diabetes, they’re now widely used for weight management.
The implications are vast. In a country like the UK, where over one in four adults lives with obesity and the associated costs to the NHS run into the billions, these drugs represent a potential shift in how we think about public health. The government is already exploring the idea of prescribing them to unemployed individuals living with obesity, as a possible lever for wider societal change. This is not a niche phenomenon. It is a major shift that is beginning to ripple through every corner of society.
Real-time data on how GLP-1 drugs are rewriting the rules of consumption, behaviour, and business
ch What we found was testament to the rapid growth of GLP-1 drugs. Usage in Great Britain has nearly doubled in just one year, with current users rising from 2.3 percent in March 2024 to 4.1 percent today. Weight loss is now the primary motivation, surpassing diabetes management. Already, the grocery sector has lost an estimated £136 million in food and drink spending, with GLP-1 users cutting their grocery spend by 2.2 percentage points more than non-users.
These numbers are not projections. They are real and happening now. One in five respondents say they would be willing to use GLP-1 medication for life. Almost a quarter of users say they have reduced how much alcohol they consume. That reduction is showing up in sales data, with users showing a sixteen-percentage point greater decline in wine purchases than non-users. Nearly half report that they are now wearing smaller clothing sizes. Appetite is changing. Habits are being reprogrammed. People are shopping differently, eating differently, and in some cases, even seeing themselves differently.
For businesses, this is a wake-up call. This is not a passing trend but a fundamental shift in consumer behaviour that brands, retailers, and manufacturers cannot afford to ignore, as it marks a broader cultural transformation unfolding in real time. These drugs are not just reshaping waistlines, they are reshaping mindsets, and the effects are measurable. Unless something major intervenes, such as significant supply chain disruption or serious unforeseen side effects, we will continue to see uptake rise.
At Worldpanel by Numerator, our role is to help clients navigate these changes, to cut through the noise and understand what is really happening and to support businesses as they adapt to the evolving behaviour of their customers. When people change how they live, the world around them has to follow.