The popularity of GLP-1 weight loss drugs is likely to see UK consumers seek “protein-packed” options in 2026, according to the Agriculture and Horticulture Development Board (AHDB).
Recent research from Worldpanel by Numerator suggests a key health trend in the UK is the rise in use of GLP-1 weight loss drugs – with 4.1% of British households using them in 2025.
According to Vanessa Adamson, retail and consumer insight manager at AHDB, this is likely to have a direct impact on their food shop each week.
“As more consumers are expected to try GLP-1 weight loss drugs in 2026, lean primary red meat, natural yoghurt, milk and eggs are likely to be popular, as these consumers are actively seeking nutrient-dense meals in smaller portions that are packed with protein for muscle maintenance,” she said.
AHDB
AHDB also points to research in the UK which showed that for many households, the cost of healthy eating is a “barrier”.
According to a YouGov/AHDB Pulse survey 26% of consumers said they planned to reduce their consumption of ultra-processed foods and 23% planned to reduce the amount of sugar, fat and salt in their diets.
In addition to this 14% said they wanted to increase their protein intake.
Younger consumers are more focused on their diet compared to the total population on short-term wellness benefits – such as boosting energy levels, high protein and improving body image.
While over 55s are more likely to be eating a well-balanced diet on a regular basis and have the time and cooking skills to achieve this.
In a previous report on the role of meat, AHDB highlighted that haem iron from red meat is “absorbed more efficiently than non‑haem iron from plant foods”.
According to AHDB it also enhances the body’s ability to absorb non‑haem iron when eaten together – often referred to as the “meat factor.”
“This makes red meat and iron‑rich plants such as broccoli, kale and beans the perfect pairing, supporting a healthier dietary pattern,” it said.
AHDB has also outlined that as consumers set out New Year’s resolutions for themselves this in turn creates new opportunities for various sectors.
“Lean cuts of meat are being positioned as an affordable protein source, while dairy is highlighting its nutrient density, probiotics and sustainable farming practices,” it added.
