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(Bloomberg) — Consumers taking weight-loss jabs are swapping their sugary drinks and snacks for high-protein foods and vitamins, according to a report by a PricewaterhouseCoopers LLP.
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The survey, conducted in June and including more than 2,300 GLP-1 users in the UK, found that around 70% of users were spending less on snacks and confectionery items and 60% were purchasing fewer sugary drinks.
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Spending shifted to healthier items, with 54% buying more high-protein options and 40% spending more on vitamins and supplements. Consumers also reported purchasing more new clothes and fitness products.
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“Users express renewed confidence and energy that are shaping their demand for nutritious food, fitness routine and wardrobe refresh – which represent a basket reallocation rather than reduction of spend,” said Jacqueline Windsor, partner at Strategy& and head of UK retail at PwC.
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Weight-loss drugs have caused some upheaval for consumer goods companies trying to determine how the drugs’ popularity will impact shoppers’ spending and habits. The drugs are expected to become even more popular as cheaper generic options hit the market and the pill format gets approval from drug regulators, appealing to those uneasy about taking a shot. Earlier this month, Novo Nordisk A/S’s Wegovy pill was approved in the UK, the first European country to do so.
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The PwC study, which was carried out before that approval, said that the number of people in the UK taking the drugs could increase from about 3 million people to around 7 million people by 2027 with the availability of the pill format.
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The study found that consumers are also generally maintaining healthier eating habits even after going off the drugs, with 80% saying they maintained at least some of the dietary changes.
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The US currently leads the way on adoption of GLP-1s, with PwC estimating 21% penetration compared with 9% in the UK.
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