Retail analysts are pointing to the surging popularity of weight loss injections as a key factor behind a noticeable dip in the volume of food and drink purchased over the recent festive season. While Britons spent a record sum, the actual amount of goods bought declined, signalling a shift in consumption habits.
The 'Ozempic Effect' on Festive Feasting
According to market research from NielsenIQ, grocery sales over the four weeks leading to 27 December 2025 reached a substantial £19.6 billion, marking a 2.5% increase in value compared to previous years. However, sales measured by volume – the actual quantity of products sold – fell by 0.2%. Industry experts directly connect this decline to the rapid rise in the use of GLP-1 agonist drugs like Wegovy and Mounjaro.
These medications, which mimic a gut hormone to promote feelings of fullness, are prescribed by the NHS for weight management, while Ozempic is approved for diabetes. Retail analyst Jonathan De Mello of JDM Retail confirmed this 'Ozempic effect' is a tangible trend, stating: "GLP-1 usage is rising rapidly, and concurrent year-on-year grocery volume decline among users as a result." He highlighted that high-calorie categories such as snacks and alcohol have been particularly impacted.
Retailers Adapt to 'Less But Better' Demand
This consumer shift towards consuming smaller quantities is already prompting a response from major supermarkets. Clive Black, a consumer analyst at Shore Capital, described the Christmas volume drop as "perhaps the clearest indication" of the drugs' impact on national eating habits.
In response to changing appetites, several retailers have launched new product lines:
- Co-op has introduced four new "mini meals" aimed at those with a smaller appetite.
- Marks & Spencer is rolling out a new "nutrient dense" food range.
- Iceland has expanded its frozen ready meal selection with 38 new lines.
De Mello predicts that as this trend accelerates, more grocers will need to adapt their offerings to cater to a 'less but better' consumption model.
Scale of Usage Exceeds NHS Targets
The potential market driving this change is significant. Research from University College London estimates that approximately 1.6 million adults used Mounjaro or Wegovy in the past year. Lead author Professor Sarah Jackson revealed that nearly one in ten adults in Great Britain has recently used a weight loss drug or is interested in doing so.
"This usage far exceeds NHS England’s initial goal of prescribing these drugs to 220,000 people over three years," Professor Jackson noted. She emphasised the need for more detailed data, as large numbers may be obtaining these drugs outside of medical supervision, making official NHS prescribing data incomplete.
The combination of altered consumer behaviour and substantial drug uptake suggests the 'Ozempic effect' on UK retail, especially around traditional periods of indulgence, is set to become a lasting feature of the market landscape.
