Britain’s love affair with sausage rolls and steak bakes is being quietly reshaped by the rise of weight loss injections, according to the boss of Greggs.
Roisin Currie, chief executive of the FTSE-listed bakery chain, said there was “no doubt” that appetite-suppressing drugs such as GLP-1 treatments were influencing how much, and what, customers want to eat, contributing to softer sales and a more cautious outlook for the year ahead.
Speaking as the company reported muted profits, Currie said customers were increasingly looking for “smaller portions”, alongside food that delivers more protein, fibre and perceived health benefits.
“There’s a broader health trend emerging,” she said. “People are demanding more protein, and we have to make sure we’ve got the snack products customers are looking for, particularly if they are using any of the GLP-1 drugs.”
Greggs has already begun adjusting its range in response. Last summer, the group confirmed it would actively target customers using weight loss medication by introducing smaller portion sizes and protein-rich options. That strategy has since included the launch of items such as its egg pot, supported by the “eggs at Greggs” advertising campaign.
The shift marks a notable evolution for a brand long associated with indulgent, high-fat bakery staples. Greggs has previously acknowledged that changing dietary habits were pushing it away from its traditional core of pastries, cakes and pasties.
The trend is not confined to the high street bakery sector. Tesco said this week that a move towards healthier eating had helped drive growth in fresh produce sales.
Tesco chief executive Ken Murphy said the retailer was monitoring the impact of weight loss drugs “very closely”, adding that it already offers a range of “GLP-1 friendly” products, including high-protein options across multiple categories.
“Our strongest source of growth this year has been fresh food,” Murphy said. “That is, by far and away, the best thing people can eat. We’re well set to respond to any shift towards healthier eating.”
Analysts believe the impact of weight loss medication is now becoming visible in consumer spending data. Clive Black, consumer analyst at Shore Capital, suggested that the slight dip in grocery volumes sold over Christmas compared with last year could be “the clearest indication yet” of how GLP-1 drugs are affecting the nation’s eating habits.
However, industry experts caution that weight loss injections are not the sole factor behind shrinking portions. So-called “shrinkflation”, where products are reduced in size while prices remain unchanged, has also played a role as food manufacturers attempt to manage rising ingredient and labour costs.
At the same time, regulatory pressure is reshaping the food landscape. A UK-wide ban on junk food advertising before 9pm has recently come into force, part of the government’s effort to curb rising obesity levels.
For Greggs and other food retailers, the message is clear: Britain’s eating habits are changing, and businesses that fail to adapt risk being left behind – even on the nation’s most familiar high streets.