Hayley Grice, 50, from Shropshire, dropped seven sizes after starting on the GLP-1 weight loss jab Mounjaro two years ago. Now a UK size 12, she shops in standard stores rather than from online plus-size retailers. 'I would have shied away from colour, I would have shied away from anything that drew attention to me,' she says. 'And now I don't care, if I like it I'll wear it.'
Widespread Take-Up of Weight-Loss Drugs
The widespread adoption of drugs like Novo Nordisk's Wegovy and Eli Lilly's Mounjaro is not only changing eating habits but also spending patterns, particularly on clothing. In the US, where 21% of adults have tried GLP-1 drugs, spending on groceries, alcohol, and apparel has shifted noticeably. Britain appears to be on a similar trajectory, with 5% of adults currently on the drugs and 9% having taken them at some point, according to consultancy PwC. PwC expects this number to rise to 13% by the end of next year, about 7 million people.
New Consumer Behavior
'A single class of medication is already influencing how millions of people in Britain eat, drink, exercise and shop,' says PwC. 'GLP-1s are doing far more than reducing appetite. They are creating a new consumer.' About 60% of GLP-1 users are women; 6% come from lower-income households whereas 20% are from the wealthiest; and 83% of potential users said they would be more likely to take GLP-1s if they were available as a pill, according to PwC.
Demographics and Spending Shifts
One in 10 women aged 35-54 are using the drugs, while usage peaks among 25- to 44-year-olds at 13%, says Tamara Sender Ceron, who heads fashion retail at market research company Mintel. Research from Circana shows that those on the drugs eat less, switch to healthier foods, and cut alcohol intake. They buy more clothes, skincare and hair products, sportsgear, games and toys, plus health-monitoring gadgets.
Pill Form Arrives in UK
Uptake in Britain is expected to rise further with the arrival of GLP-1s in pill form. The once-a-day Wegovy tablet is now available on private prescription. Berenberg analysts estimate a 1% boost to the overall UK clothing market from GLP-1s in each of the next three years. Dr Craig Primack from Hims & Hers said: 'This is a whole new set of people that … weren't using any weight loss drugs, and now they're comfortable with that.'
Pricing and Side Effects
Prices for the Wegovy pill at UK online pharmacies range from £69 for a 1.5mg starting dose to £269 for the 25mg top dose. The equivalent jab costs between £79 and £250 a month, while Mounjaro costs between £54 and £300 a month. Potential patients are warned of side effects including nausea, diarrhoea, constipation, vomiting, and more serious problems like kidney damage.
Personal Experiences
Melody Ewert from Minnesota, US, has been taking GLP-1 drugs for nearly a year and spends more on clothes as her size decreases. She took the Wegovy pill for three weeks but switched back to Eli Lilly's Zepbound jabs due to side effects. 'I have been shopping mostly at thrift stores and the sales racks for clothes,' the 45-year-old says. 'Bras and underwear are something I've had to buy most often.'
Impact on Retailers
Wegovy led to an average 21kg loss over 72 weeks in a medical study, equating to four dress sizes. Stephen Fitzgerald, former commercial director at M&S, says an average weight loss of 5kg with a 4cm-5cm reduction in waist size equates to one full size change. 'There are predictions that 10-15% of the UK population could be taking these drugs by 2030,' he says. 'The effect on apparel retailers should be significant.'
In the UK, 42% of GLP-1 users spend more on clothes, especially activewear and occasion wear, according to PwC. Jacqueline Windsor, PwC's UK head of retail, says people want fit flexibility and have become 'body proud,' opting for more tailored clothes. Shapewear could become more popular for those losing weight quickly, leading to sagging areas and loose skin. Beauty brands have introduced ranges for GLP-1 users to combat 'Ozempic face' and thinning hair.
Market Shifts
Anne Critchlow, analyst at Berenberg, notes a shift from baggy fashion to more body-conscious silhouettes. Mid-market retailers like M&S, Next, and Zara are likely to benefit most. At M&S, in some womenswear categories like jeans, 65% of sales now come from smaller sizes (6-12), compared to 40% historically. Plus-size retailers have reported sharp declines. London-based BeigePlus, selling sizes 16-28, has seen a 20% fall in sales over two years. CEO Hennie Fearnley says: 'The impact has been nothing short of catastrophic.'
For those losing weight, shopping for new clothes is both a necessity and a newfound pleasure. 'This is actually a big deal in people's lives,' says PwC's Windsor. 'If you've been overweight or struggling with your weight and you lose two to three sizes, it is a new you, a new identity.'
