Ocado has introduced a new virtual 'weight management' aisle aimed at shoppers using weight-loss injections such as Wegovy and Mounjaro. The online supermarket's curated range includes GLP-1-friendly products, from small 100g portions of steak costing £3.50 to powdered greens supplement AG1 at £107 per pack. Ocado reports strong demand for protein-rich staples like steak, chicken, cottage cheese, and health drinks.
Other UK supermarkets are also targeting this growing market. M&S has launched a 'Nutrient Dense' range of meals, snacks, and drinks, including a £7 chicken satay ready meal and £2 coconut water shot, designed for those reducing food intake. The Co-op is promoting 'mini meals' of 250g-280g pots inspired by global cuisines at £3.50 each. Morrisons offers 'GLP-1 friendly' own-label ready meals, such as chicken casserole, weighing 280g for £3.75.
According to market research firm Mintel, about 6% of UK adults are thought to be taking GLP-1 drugs. Senior analyst Jonny Forsyth notes that the hype around these drugs is influencing consumer behaviour, amplifying trends like high-protein diets. Retailers are adapting: Sainsbury's introduced low-calorie, high-protein 'Small but Mighty' ready meals, while Tesco's chief executive Ken Murphy said the chain is watching the trend closely.
However, concerns remain about pricing and consumer openness. Charlotte Derra, a consumer goods consultant, highlighted that Morrisons' GLP-1 range costs 35% more per 100g than its standard diet ranges. Forsyth noted that M&S, Co-op, and Iceland have avoided explicit GLP-1 labelling on packs, which he called 'smart marketing' given potential stigma. A 2024 Cornell University study found that US households with a GLP-1 user cut grocery spending by 5.3% within six months, raising fears of profit impacts for food businesses.
