Why GLP-1 is changing UK dining behaviour and what operators need to do next.
Across the UK a new wave of health-focused consumers is reshaping how, when, and what people eat. At the centre of this change are GLP-1 medications such as Wegovy and Mounjaro, which are rapidly becoming two of the fastest-growing weight-loss trends in the country. As usage rises to 7% in the UK*, the way consumers choose and enjoy food is shifting too.
We know that GLP-1 medications can suppress users’ appetite, with 34% saying they choose healthier options when dining out while on GLP-1 medication, compared to 33% who say they eat smaller portions and 30% who say they avoid high calorie items*.
Arla Pro has partnered with VYPR to bring operators the right insight around GLP-1 friendly menus and changing consumer dining habits. Keep reading to discover insights specifically tailored for UK operators, backed by real consumer research.
What are GLP-1 medications?
GLP-1 medications were originally developed to support people living with type 2 diabetes. They work by mimicking the GLP-1 hormone which regulates hunger, slows digestion and helps maintain more stable blood sugar levels.
What makes them particularly important for the hospitality industry is their effect on appetite. GLP-1 users typically:
- Feel full more quickly
- Prefer smaller, lighter meals
- Seek out protein-rich, nutrient-dense foods that leave them full for longer
- Reduce snacking, shifting emphasis toward well-balanced main meals
In the UK these medications are now increasingly prescribed through NHS pathways and are widely available via private prescription. As public awareness grows, more consumers are adopting GLP-1 medications as part of long term health and lifestyle journeys. This is not a medical trend confined to small patient groups. GLP-1 has entered the mainstream, with immediate implications for how people dine out.
The rise of GLP-1 use in the UK
The UK is now one of the most active European markets for GLP-1 adoption. Key trends include:
- Rising prescriptions across both NHS and private providers
- Strong demand from consumers aged 25–55
- Increasingly diverse motivations, from weight management to improving energy levels and maintaining structured eating habits
- Significant media visibility, accelerating awareness
This is a behavioural shift that affects how consumers approach food across all dayparts. As uptake grows, so does the expectation that operators will offer GLP-1 friendly foods and GLP-1 menu options to reflect real appetite changes.
Are UK operators ready for menus that better reflect these changes in appetites and behaviour?
Whilst there are a few industry leaders such as Heston Blumenthal getting ahead with GLP-1 friendly menu adaptations, it is clear that most UK operators aren’t yet prepared for this shift. Wider adoption has been slow in terms of menu adaptation across the UK and with this shift accelerating, operators should be rethinking their menu offerings to meet changing demands and expectations.
54% of GLP-1 users said that high protein was the most important factor in a meal, followed by 46% who said low calorie menu items mattered most**. For foodservice businesses this shift represents both a challenge and a major opportunity. GLP-1 users are seeking meals that help them feel satisfied without overeating, prioritising quality ingredients, protein density and portion control. The operators who respond earliest will be best positioned to engage this new, health-conscious audience.
How GLP-1 is changing UK dining habits
GLP-1 users tend to eat differently from the average diner, and these behaviours are already influencing UK foodservice environments. Some of the key takeaways to note when planning your GLP-1 friendly menu are:
Smaller Portions
Smaller portion preferences, with 75% of GLP-1 users saying they are interested in seeing restaurants offer smaller portions specifically aimed at GLP-1 user**. Because GLP-1 naturally suppresses appetite and slows gastric emptying, users often gravitate towards smaller plates or reduced portions. Large or indulgent menu items can feel overwhelming, and even unappealing.
High Protein
Higher demand for protein-rich, nutrient-dense meals. Protein becomes a priority because it helps users maintain energy and feel satisfied without volume, with 54% of users reporting that protein is the most important thing to them in a meal when dining out**. Meals with lean protein, dairy, vegetables, and wholegrains often outperform heavier options.
Reduced Snacking & Key Dayparts
Reduced snacking and ‘quality over quantity’ attitudes, with 25% of consumers saying they are most likely to eat out for snacks, vs 49% for lunch and 48% for dinner**. Consumers are now increasingly seeking out dishes that feel purposeful rather than excessive. Operators should ensure GLP-1 users are accommodated within these popular dayparts.
Nutritionally Balanced
Lighter, balanced menu ideas - GLP-1 users favour meals that feel fresh, light and digestible, with 39% of GLP-1 users saying they order smaller portions and 24% saying they opt for higher protein dishes**. Operators will see increased demand for smaller bowls, protein-rich menu items and ingredient transparency.
Against this backdrop, developing GLP-1 menus and using clear GLP-1 friendly menu language becomes a key strategic advantage for UK operators.
Why UK operators need to adapt their menus now
The business case for adaptation is strong and continues to grow rapidly. The number of GLP-1 users in the UK is increasing quickly and dining expectations are evolving with them. Without adjustment, operators risk losing relevance and custom, as menus fail to reflect the new appetite norms.
There is also a clear operational upside, as many operators already recognise that large, traditional portions can generate unnecessary food waste. Introducing flexible or reduced size portions, aligned with GLP-1 dining habits, gives operators a credible way to minimise food waste whilst protecting profit margins.
Profitability will improve when portion size and product balance are refined. Smaller plates, when positioned around high-quality ingredients and strong flavour delivery, can carry the same or even higher perceived value than traditional large format dishes. For operators, this creates room to protect margins while better meeting the needs of GLP-1 users.
An opportunity to attract a health-focused, higher-value audience
GLP-1 users are often highly engaged decision-makers who value quality, balance and nutritional knowledge. They may dine out less frequently, but when they do, they are more selective and more loyal to operators who meet their needs.
Operators who proactively introduce GLP-1 menu ideas, adjust portion sizes and highlight protein content will attract this growing audience before competitors catch up.
This shift affects every part of the market, including:
- QSR Operators: should adapt their menus, including smaller meal options and protein-led items.
- Cafés & Coffee Shops: should incorporate lighter breakfast and brunch offerings or mini-plate options.
- Independent Restaurants: should look to spotlight flexible sides, as well as highlighting portion variety across the menu and catering to GLP-1 users in key dayparts.
- Pubs: will need to deviate from the classics, introducing balanced pub-classic menu items with increased protein.
- Travel & Workplace Catering: grab & go options need to cater to this new audience, with high protein options to satisfy for longer.
The GLP-1 impact on the food industry is already underway, but operators who adapt early will benefit the most.
Arla Pro’s bespoke commissioned consumer research highlights how GLP-1 users feel about UK menus today, revealing where the biggest opportunities lie. Some of the key takeaways from the research were:
- 75% of GLP-1 users are interested in small portions that are specifically aimed at GLP-1 users**.
- 39% of GLP-1 users order smaller portions, while 24% specifically look for higher protein dishes when using the weight loss treatment**.
- There is strong demand for portion flexibility and higher protein options, with 44% of GLP-1 users saying high protein is most important to them when eating out, followed by 35% who said smaller portion sizes was most important**.
These insights underpin a clear message: UK menus are not yet meeting the expectations of a rapidly growing consumer group. For operators, the chance to innovate is a huge opportunity waiting to be unlocked through menu structure, stronger proteins, more balanced plates and transparent descriptions that support informed choices.
Why Arla Pro is investing in the GLP-1 conversation
As a partner to the UK foodservice industry, Arla Pro is committed to helping operators stay ahead of emerging food, health and consumer trends. GLP-1 represents a long-term, sustained behavioural shift in how people experience appetite and nutrition. This will directly influence menu development, recipe formats and portion strategies in the years ahead.
Not only is Arla the UK’s number one dairy company, by milk pool, it is the largest supplier of butter, spreads and cheese in the country. Because of this, we know that dairy delivers on naturally high, quality protein, as well as balanced nutrition and versatility across all day parts. These attributes align closely with the needs of GLP-1 users, plus Arla Pro products can be spotlighted on menus for increased transparency around quality ingredients.
Another key factor for Arla Pro and our operator partners is food waste. Many GLP-1 users find it difficult to finish a meal, resulting in leftover food and frustrations for both operator and consumer. As a sustainability focused brand, Arla Pro is committed to helping operators reduce food waste, by offering solutions for portion-controlled meals. This approach supports better consumption of everything on the plate, minimising wastage back-of-house.
The GLP-1 hub has been created to deliver clear insight, practical menu ideas and innovation guidance to UK operators. As consumer expectations continue to shift, operators will increasingly look for partners who understand both nutrition and menu pressures. Our focus on protein expertise, menu innovation, and operational insight ensure we’re here to help operators stay ahead of a trend that is accelerating faster than many expected.
We are invested in the future of foodservice, which is why we’ve worked with a nutritionist to develop five new, GLP-1-friendly recipes that focus on balancing great taste with evidence-based nutritional principles. GLP-1 isn’t just a nutrition conversation, it encompasses menu design, portion strategy and commercial decision making, and we’re on hand to ensure operators aren’t navigating it alone.
Why Arla Pro is investing in the GLP-1 conversation
The rise of GLP-1 users marks a pivotal moment for the UK foodservice industry. As dining behaviours shift towards smaller, protein-led, quality-driven meals, operators must evolve to remain relevant and competitive. Those who adapt early by introducing flexible portions and GLP-1 friendly foods will build stronger customer loyalty and tap into this growing, health-focused audience.
Want to know more?
Feel free to contact your local Arla Pro representative to learn more about our GLP-1 hub and the steps we take to help operators stay ahead.
Sources:
1: KAM Insight, 2025
2: Arla Pro X VYPR Bespoke Consumer Research, November 2025