New research suggests the rising popularity of weight loss jabs among middle-aged, middle-class Britons could lead to a 20% increase in meat prices. The surge in demand for high-protein foods, driven by GLP-1 users, is straining supply chains and pushing up costs.
An estimated 2.4 million people in the UK now use GLP-1 medications like Mounjaro, with many spending around £200 a month on prescriptions. Users are advised to consume high-protein diets to prevent muscle loss, leading to increased purchases of chicken, salmon, and protein-enhanced products.
Nutritionist Ruby Chauhan warns that the wellness industry is capitalising on this trend with expensive supplements and fortified foods, but cheaper alternatives exist. Frozen chicken, for example, costs £4.25 per kg compared to £7.15 for fresh, and frozen salmon is £15.10 per kg versus £18.46 fresh.
Supermarkets have responded by launching GLP-1-friendly ready meals, but experts caution that these premium-priced items may not offer better nutrition. The long-term impact on food prices remains uncertain, but meat costs are expected to rise as demand continues to grow.
