GLP-1s are on the rise with a recent survey finding that nearly 7% of the UK population are using or have used weight-loss drugs to slim down [The Food Foundation 2026].
Many on the drugs report a reduced appetite, fewer cravings, and less ‘food noise’ which changes how they think about food, what they buy, and ultimately consume.
Ahead of a deep-dive into the impact of weight loss drugs on consumer shopping habits and what it means for bakery, set to be published on Wednesday 25 August, British Baker asked bakery experts ‘Are GLP-1s a threat or an opportunity for bakery?’
Here’s what they had to say:
Philippa Knight, marketing director at Puratos UK
“They’re not necessarily a threat, but there are some changes that operators and bakers can make to make certain items more desirable to those using the medications – or transitioning off them.
Interest in high-protein and high-fibre baked goods continues to grow, and there’s a huge opportunity to better signpost these benefits. Bakers could also explore mini-formats and thins, to deliver nutrition and enjoyment in smaller formats. Plus, by premiumising products like pastries, there’s potential to focus on how baked goods can be worth the indulgence rather than simply empty calories.
All the while, shorter ingredient declarations and transparent messaging are key for an increasingly discerning consumer base which is paying more attention to the benefit gained from every consumption moment.”
Jason Geary, master baker at Jason’s Sourdough
“While GLP-1s may put some pressure on overall consumption, they present a significant opportunity for the bakery category to evolve. As consumers become more selective, there is growing demand for products that offer quality, nutrition and convenience. This creates scope for bakeries to innovate beyond standard formats, helping the category remain relevant in a shifting market.”
Leanne Crowther, co-founder of Flower & White
“I see them as more of an opportunity. They challenge all of us to think differently about what consumers really value. Rather than focusing on volume, the industry has a chance to create products that deliver better quality and better nutrition.
Bakery has always been about enjoyment, comfort and bringing people together. Those emotional connections aren’t going away. If anything, they’ll become even more important because when people choose to indulge, they’ll want every bite to feel worthwhile.”
Dan Jones, marketing manager, British Bakels
“GLP-1 medications present a challenge for products whose appeal relies mainly on larger portions or volume. However, they also create an opportunity for bakery to deliver more value from each eating occasion. The most successful products will combine manageable portions with taste, convenience and meaningful nutritional benefits, while remaining appealing to consumers who are not taking GLP-1 medications.”
Hannah Sibley, product and innovation director, Aryzta UK & Ireland
“We see GLP-1s as more of an opportunity than a threat. Bread remains a versatile everyday staple and the category is well placed to adapt.
The opportunity lies in giving shoppers more choice: from smaller loaves and individual portions to larger value formats and products offering relevant nutritional benefits.
It’s important to remember that many shoppers are not using these medications, while others may only take them for a relatively short period. Consumer habits will continue to evolve, making choice more important than ever.”
Holly Holt, brand manager, Lantmännen Unibake UK
“GLP-1s are presenting far more opportunity than threat, and it’s a trend that’s here to stay.
Bakery has always fulfilled multiple roles within consumers’ lives, from everyday nourishment through to life’s small moments of celebration. Those occasions aren’t disappearing; modern consumers are simply becoming more deliberate about the choices they make.
Ultimately, the impact of GLP-1 is not changing the fundamental role of bakery, but it is changing the way some consumers choose within it. Appetite is becoming more considered, and so every bakery purchase has to work harder, whether that means delivering nourishment, offering a smaller moment of indulgence, or simply feeling special enough to be worth it.”
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