Millions of Brits are undergoing a radical transformation, not just in terms of their health but also their shopping habits. As nearly 3 million adults in the UK take GLP-1 weight-loss drugs, such as Wegovy and Mounjaro, a significant shift is emerging in consumer behaviour, extending far beyond changes to diet.
Hundreds of thousands are experiencing a complete overhaul of their wardrobes. Hayley Grice, a 50-year-old from Shropshire, exemplifies this trend. Having lost seven dress sizes since starting a GLP-1 jab two years ago, she has moved from a UK size 26-28 to a size 12. This change has opened up new shopping opportunities, allowing her to purchase clothes from standard high street stores and explore a wider range of styles and colours, in stark contrast to her previous experience of being limited to plus-size online retailers or clothes that simply fit.
The shift in spending habits is not confined to clothing. Market research firms like Circana and Mintel report that GLP-1 users are also eating less, opting for healthier foods, reducing alcohol intake, and increasing purchases of skincare and hair products, sports gear, and gadgets designed to monitor health and progress. This suggests the drugs are fostering a 'new consumer' with altered priorities and purchasing patterns.
PwC's research highlights that about 60% of GLP-1 users are women, with usage peaking among 25- to 44-year-olds at 13%. While 20% of users come from the wealthiest households, only 6% are from lower-income backgrounds. The consultancy also notes a strong preference for pill-form medications, with 83% of potential users indicating they would be more likely to take GLP-1s if available as a tablet, suggesting convenience and potentially lower costs could drive further uptake.
The recent arrival of GLP-1s in pill form, such as the once-a-day Wegovy tablet now available on private prescription in the UK, is expected to accelerate this trend. UK pharmacies are preparing for increased demand, especially given that pill versions like Wegovy and Eli Lilly's Foundayo (orforglipron), launched in the US earlier this year, can be more affordable than their injected counterparts. For example, a month's supply of the Wegovy pill can range from £69 to £269, compared to £79 to £250 for the equivalent jab.
While the benefits are clear for many, patients considering GLP-1 drugs should be aware of potential side effects, which can include nausea, diarrhoea, constipation, and vomiting, and in rare cases, more serious issues like kidney damage. As with any medication, individuals should always consult their GP or call NHS 111 for medical advice and to discuss suitability and potential risks.