New series will use diary tracking of GLP-1 users plus expert insight to help food businesses navigate impact of weight loss medication as users overtake numbers of those on vegan diet
The IGD has launched a new series of insights to help food industry professionals understand and navigate the impacts of weight loss medication.
Entitled IGD Futures: GLP-1, the new series will be available to IGD members and include access to exclusive reports, as well as the opportunity to influence research questions.
It promises a detailed picture of GLP‑1 usage, user profiles, and how spend is shifting both in‑home and out‑of‑home into broader lifestyle categories.
Initial analysis suggests 35 per cent of GLP-1 users are eating out less often, with 69 per cent eating fewer snacks, and 48 per cent eating fewer meals overall.
The programme will incorporate longitudinal diary tracking of GLP-1 users, qualitative research into behaviours and sentiments, social listening in the UK and US, and global horizon scanning of industry responses and innovation.
“We have structured this programme to help businesses turn behaviour change into commercial advantage,” said IGD insight director, Tom Wakeman.
“Our unique holistic approach reveals what is shifting, why it is shifting, and what actions will unlock value. Powered by deep insight and reliable foresight, this programme projects the scale of impact so businesses can stay ahead.”
IGD research shows that weight loss medication usage among UK adults grew from 3.1 per cent in June 2025 to 4.2 per cent in October, more than the number following a vegan diet.
