Webinar
The GLP-1 Effect: How weight-loss drugs are reshaping the shopping basket
In partnership with Bramble Intelligence
One in eight GB households now has someone taking a GLP-1 drug. Join NIQ and Bramble Intelligence as we unpack new household panel data revealing exactly what’s winning, what’s losing, and what it means for the future of food and beverage industry.
Register now
Session 1– Time: 8:00 am London (BST) / 9:00 am Paris (CEST) / 5:00 pm Sydney (AEDT)
Date: 29th October 2026
Session 2- Time: 3:00 pm London (BST) / 4:00 pm Paris (CEST) / 11:00 am São Paulo (BRT) / 10:00 am New York (ET)
Date: 29th October 2026
The Shift We’re Tracking
GLP-1 drugs are no longer a niche story. They are changing what people buy, how often they shop, and where they spend, at a pace no modern medicine has matched.
11.8% of GB households – around 3.3 million – now have at least one GLP-1 user. Households on these drugs are already spending 1.9% less on groceries than everyone else. Underneath that headline number there are gaps between category winners and losers.
Weight-loss drugs suppress hunger, prolong fullness and are increasingly linked to changes in shopper behaviour. This cohort is a group of fast-growing shoppers whose habits don’t yet match anything on the shelf today.
- Uptake is broad-based, not confined to the affluent
- Six in ten users do their household’s main shop, meaning the effect reaches roughly 4.1 million people who’ve never taken the drug themselves
- The US is running two to three years ahead of GB on adoption, offering an early look at where the GB basket is headed next
This isn’t a future problem to plan for. It’s already showing big shifts in the data.
A first look at the new report
The report is powered by NIQ’s Consumer panel intelligence, from grocery purchase data and survey responses, bringing together comprehensive analysis of the effects across multiple categories.
- A first-of-its-kind dataset. Built on grocery purchase and survey data from GB households, directly comparing GLP-1 user households against non-users over 26-week periods
- Category-level precision. Granular spend and volume shifts across food, drink, personal care, pet and baby
- Global context. Adoption trajectories benchmarked against the US, Canada, Australia, France, Germany, Spain and Brazil.
- A joint NIQ x Bramble Intelligence view, combining NIQ’s comprehensive panel and purchase data with Bramble’s category and food system intelligence.
Register now
Session 1– Time: 8:00 am London (BST) / 9:00 am Paris (CEST) / 5:00 pm Sydney (AEDT)
Date: 29th October 2026
Session 2- Time: 3:00 pm London (BST) / 4:00 pm Paris (CEST) / 11:00 am São Paulo (BRT) / 10:00 am New York (ET)
Date: 29th October 2026
Why you should attend
What you’ll walk away with
In this session, you’ll learn how to:
- See where grocery spend is really shifting – the categories quietly gaining and losing as GLP-1 adoption scales
- Understand the four unmet needs now sharing demand: less work, managing side effects, getting more from less, and new indulgences
- Benchmark GB adoption against global markets, and anticipate what’s coming next
- Apply the findings to your category and brand with a clear view of where the current shelf offer is, and isn’t, meeting this group’s needs
Who should attend
This webinar is built for:
- Category and brand teams across FMCG looking to assess exposure and opportunities
- Insights and strategy professionals who need a data-led view of fast-moving consumer shifts
- Commercial and trade teams building the case for reformulation, innovation or trade investment
- Retail teams rethinking assortment, space and promotion in light of changing basket composition
Inside the Session
What We’ll Cover
- The mainstream shift. How fast GLP-1 adoption is really moving in Great Britain, who’s taking these drugs and why this is a whole-household story, not just an individual one
- Consumers purchasing patterns. The four consumer needs driving change, and how this is leading to a reprioritsation of products within categories
- The redefining of convenience. Why spend is moving into convenience formats
- Where next. What the US trajectory tells us about where adoption across markets and baskets is headed in the future.
Meet the Speakers
Jonathan Haigh, NIQ
Jonathan Haigh has 20 years of FMCG Consumer Panel services experience working with the industries biggest clients to answer their most advanced analytical questions. Starting as a data analyst, Jonathan now leads a global, cross-functional advanced analytical delivery team as well as supporting local sales teams across Western Europe.
Benjamin Cawthray, NIQ
Benjamin Cawthray is Consumer Panel Client Director for Western Europe at NIQ, where he helps clients unlock growth through a deeper understanding of consumer behaviour. With almost 20 years’ experience in consumer insights, shopper behaviour and analytics, Benjamin has worked with leading FMCG organisations across local, regional and global markets. He has led analytics programmes, developed award-winning thought leadership, and built long-standing strategic partnerships with clients.
Victoria Stevens, Partner, Bramble Intelligence
Victoria is a Partner at Bramble Intelligence, a strategic advisory firm focused on the future of the food sector.
Prior to Bramble she was a Partner in Bain & Company’s Consumer Practice, where she spent 15 years working with clients on strategic growth, supply chain transformations and diligence.
Ellie Backhouse, Consultant, Bramble Intelligence
Ellie is a Consultant at Bramble Intelligence. Prior to joining Bramble, she spent five years at Bain & Company including a secondment as Strategic Advisor to Landscape Enterprise Networks (LENs).
Join the discussion
Pick a time that suits you best
Register now
Session 1– Time: 8:00 am London (BST) / 9:00 am Paris (CEST) / 5:00 pm Sydney (AEDT)
Date: 29th October 2026
Session 2- Time: 3:00 pm London (BST) / 4:00 pm Paris (CEST) / 11:00 am São Paulo (BRT) / 10:00 am New York (ET)
Date: 29th October 2026
