As the rise of GLP-1 weight-loss drugs begins to reshape not just waistlines, but the wider food economy, what started as a breakthrough treatment for obesity and diabetes is rapidly becoming a commoditised lifestyle trend, with implications stretching from supermarket shelves to British farmland. AF Chief Agricultural Officer John Barrett considers how changing consumer attitudes towards health, nutrition and appetite could reshape food purchasing habits, influence demand for different crops and livestock systems, and potentially drive a transition from a food economy focused on cheap calories towards one centred on protein, nutritional value and sustainability.
“In 2024, an estimated 1.6 million people in the UK used weight-loss jabs, according to research from University College London, while nearly 1 in 10 adults expressed interest in using them. As affordability improves and supply expands, the question for farming may no longer be whether these drugs change consumer behaviour, but how far those changes reach?
“For decades, the food system has largely been built around price, convenience and high-volume consumption. GLP-1 drugs have the potential to disrupt that model, because users are not simply eating less, they are eating differently.”
“YouGov research suggests consumers using the drugs are increasing their intake of vegetables, vitamins and fish or seafood by up to 38%. One of the most striking behavioural changes is the reduction in “food noise” - fewer cravings, less impulsive eating and less constant thinking about food.
“Some major food businesses are already responding. McDonald's has expanded its focus on chicken products, partly driven by cost vs beef, and in response to consumers increasingly favouring foods perceived as healthier, lighter and higher in protein. Similar trends are emerging across retail and hospitality.
“For UK farming, that could create both challenges and opportunities.”
“Crops associated with protein, health and sustainability, such as legumes, pulses and oilseeds, are already attracting interest.
“Oats are a good example. Once regarded as a relatively low-value cereal, they have benefited from demand for plant-based dairy alternatives, healthier breakfast options and locally sourced foods. Oatly now sources 100% British-grown oats for its three leading products, helping create new opportunities for growers.
“Pulses tell a similar story. Crops such as fava beans and carlin peas were once niche products in Britain, but businesses like Hodmedod’s have helped bring them back into mainstream diets as consumers seek more fibre, protein and sustainable food choices.
“All of this raises a much bigger question for agriculture: are we moving from producing calories to producing nutrients? In reality, how practical is it to make that shift? Questions of initial outlay, scale and supply contracts are all important considerations.
“If consumers eat fewer calories overall but place greater value on nutritional quality, farming systems may increasingly focus on protein density and provenance alongside outright yield. Rotational pulse crops could become more financially attractive, fertiliser demand may decline if legumes occupy larger areas in arable systems, and livestock breeding could place greater emphasis on leaner carcasses and feed efficiency.”
“There are already signs of these shifts filtering through the supply chain.
“Opportunities are emerging for premium and functional foods. AF Member St Ewe Free Range Eggs have already developed nutrient-enhanced “Super Eggs” containing selenium and omega-3.
“In the dairy sector, StoneX Insights reported in May that the price of whey protein concentrate with 80% protein content has risen by almost 90% in the last year, driven by demand for protein enhanced food and drink.
“Consumers are also paying closer attention to how food is produced. Interest in regenerative farming, traceability and lower-impact systems continues to grow, while schemes such as the Sustainable Farming Incentive increasingly support those approaches.”
John Barrett visiting an AF Member's dairy farm
“If the food economy of the last century was built to maximise calories, the next may increasingly focus on maximising nutritional value.
“Farmers have always adapted to changing markets. The next major shift may not come from Westminster or the weather but changing appetites and a jab in the fridge.”
Barrett, J. 2026. Food trends can offer opportunities for farmers. East Anglian Daily Times. 6th June.
