The chief executive of Greggs has stated that the rising popularity of appetite-suppressing weight-loss injections is undeniably affecting the bakery chain's business, leading to a strategic overhaul of its menu offerings.
Health Trends Drive Greggs' Product Innovation
Roisin Currie, the boss of the high street bakery giant, confirmed the company is responding to a clear consumer shift. Customers are increasingly seeking smaller portions and more information on nutritional content like protein and fibre. Ms Currie emphasised this is part of a "broader health trend," though the surge in use of GLP-1 medications—which mimic hormones that curb hunger—is a significant factor.
To capitalise on this movement, Greggs has launched a series of new, healthier products. Its egg pots, introduced in autumn, have already sold half a million units. This week, the chain added an overnight oats product with seeds and dried fruit to its range. These moves follow Ms Currie's comments in July 2024, where she outlined plans to target users of weight-loss drugs with smaller snacks and protein-rich items.
Broader Retail Sector Feels the Impact
Greggs is not alone in navigating this new landscape. The food and drink industry faces a widespread challenge as consumers on these medications tend to eat less and opt for healthier alternatives. Tesco's chief executive, Ken Murphy, noted the supermarket is monitoring trends "very closely" and highlighted its range of "GLP-1 friendly" products. Similarly, Marks & Spencer launched a new line of "nutrient-dense" food in late December specifically aimed at users of weight-loss jabs.
Despite the focus on healthier options, Greggs' traditional fare remains popular. The chain reported selling an average of 1.3 million hot food items each week in 2025. For the crucial Christmas trading period, total sales rose by 7.4% in the three months to 27 December. However, like-for-like sales growth for the full year slowed to 2.4%, less than half the rate seen in 2024.
Cautious Optimism for the Year Ahead
Looking forward to 2026, Greggs has described its outlook as "cautious but hopeful." The company believes it is outperforming the wider market within a tough consumer environment. The strategic pivot to include more nutritional choices appears to be a direct response to sustained changes in eating habits, whether driven by medical treatments or a general desire for wellness.
The adaptation by one of Britain's most beloved fast-food chains signals a profound shift in the retail sector. As weight-loss medications become more common, the pressure on food retailers to innovate and offer balanced, portion-controlled options is likely to intensify.
