Britain’s love affair with sausage rolls and steak casseroles is being quietly transformed by the increasing use of weight loss injections, according to the Greggs boss.
Roisin Currie, chief executive of the FTSE-listed bakery chain, said there was “no doubt” that appetite-stimulating drugs such as GLP-1 treatments were impacting how much and what customers wanted to eat, contributing to weaker sales and a more cautious outlook for next year.
While the company reported muted profits, Currie said customers were increasingly looking for “smaller portions” alongside foods that provided more protein, fiber and perceived health benefits.
“There is a broader health trend emerging,” she said. “People are demanding more protein and we need to make sure we have the snack products that customers are looking for, especially if they are taking one of the GLP-1 medications.”
Greggs has already started adjusting its range in response. Last summer, the group confirmed it would target customers taking weight loss medications by introducing smaller portion sizes and higher protein options. This strategy has since included the introduction of items such as the Egg Pot, supported by the “Eggs at Greggs” advertising campaign.
The shift represents a notable development for a brand long associated with indulgent, high-fat baked goods staples. Greggs has previously admitted that changing eating habits are taking it away from its traditional core of pastries, cakes and pies.
The trend is not just limited to the bakery sector. Tesco said this week that the shift to healthier diets had helped boost growth in fresh produce sales.
Tesco chief executive Ken Murphy said the retailer was monitoring the effects of weight-loss drugs “very closely”, adding that it already offers a range of “GLP-1 friendly” products, including high-protein options across several categories.
“Our strongest source of growth this year has been fresh food,” Murphy said. “This is by far the best thing people can eat. We are well equipped to respond to any shift towards healthier eating.”
Analysts say the impact of weight-loss drugs is now starting to show in consumer spending. Clive Black, consumer analyst at Shore Capital, said the slight year-on-year decline in food volumes sold over Christmas could be “the clearest indication yet” of how GLP-1 drugs are affecting the country’s eating habits.
However, industry experts warn that weight loss injections are not the only reason for portion shrinkage. So-called “shrinkflation,” in which the size of products is reduced while prices remain the same, has also played a role as food manufacturers try to get a handle on rising ingredient and labor costs.
At the same time, regulatory pressure is changing the food landscape. A ban on junk food advertising before 9pm recently came into force in the UK, part of the government’s efforts to curb rising obesity rates.
For Greggs and other food retailers, the message is clear: Britain’s eating habits are changing, and businesses that fail to adapt risk falling behind – even on the country’s best-known high streets.
