Medications such as Ozempic, Wegovy and Mounjaro – known as GLP-1 drugs and normally injected – mimic the hormone that signals when a person is full, helping them to eat less.
The numbers taking these drugs has grown so much that it is being compared to catering for vegans, or people with allergies – and with such a large increase, experts argue the trend could have far-reaching impacts.
A lasting behavioral shift
Morgan Stanley has predicted that the global market for obesity drugs could reach $150bn at its peak in 2035. In 2024, this market had about $15bn in sales.
“Obesity drug patients continue to report eating healthier foods, spending less on groceries or cutting back on restaurant expenses,” says analyst Thibault Boutherin. “Given the impact on appetite, this could drive a broad and lasting behavioral shift among a sizable demographic group – a group that accounts for a disproportionate share of food and beverage consumption.”
Among brands adapting to the new trend is American chain Cuba Libre, which has introduced a “GLP-Wonderful” menu to “meet the needs of our guests using these medications”.
The group says the special menu, priced around 25% lower than the regular menu, features “five flavorful entrees that fit within GLP-1 nutritional guidelines with a focus on smaller portions, high protein and fiber”.
Similarly, UK chef Heston Blumenthal has added a slimmed-down tasting menu at his Michelin-starred fine dining venue the Fat Duck, which launched a Mindful Experience menu in September.
The new menu is pared down to offer reduced-size plates it says will address diners’ “evolving appetites.”
“For all sorts of reasons – health, appetite suppressant drugs, changing social expectations, current economic realities, or even just the preference to eat less – people are looking to eat differently, more mindfully,” said Blumenthal when he launched it.
Prepare for the changing trend
Bettina von Massenbach FCSI, founder of Germany-based consultancy Oyster Hospitality, says restaurant operators should be “prepared” for the changing trend and must “consider guests’ changing eating habits in the future.”
Research from the Institute of Grocery Distribution shows that uptake among UK adults for weight-loss medications has grown from 3.1% in June 2025 to 4.2% in October – more than the number following a vegan diet.
The group’s research also found that 35% of GLP-1 users eat out less often, with 69% eating fewer snacks.
Chief executive of bakery chain Greggs, Roisin Currie, said in January that there was “no doubt” that the hugely popular drugs have led to demand for smaller portions.
Currie said the firm, best known for baked products, had “to make sure that we’ve got some of the snack products that customers are looking for if they are on any of the GLP-1 drugs.”
Reducing food waste
Greggs has introduced healthier snacks, including egg pots and an overnight oats product with seeds and dried fruit.
“GLP-1 guests should be able to visit any kind of restaurant and find their needs met on each menu,” says von Massenbach. “The creation of menus should focus on healthy options as well as being rich in protein and low in sugar, as these guests will reduce the order of starters, desserts and alcoholic drinks.”
She adds that another plus is that there is less food wastage, as guests only order what they eat.
Consider beverages too
But the creation of smaller plates is not without challenges. Von Massenbach points out that those guests eating smaller meals are also likely to be ordering less alcohol, which has a negative impact on sales, and suggested operators add specialized non-alcoholic cocktails and premium soft drinks to help compensate.
As the customer remains in control at a challenging time for foodservice operators, who want to continue to attract all customers, there’s no doubt this will remain a very live area of focus in the coming years.
Helen Roxburgh
