Britain's GLP-1 users are turning away from beer when they go out

GLP-1 users in the UK are changing how they eat and drink when they go out, with fewer snacks, fewer meals that include drinks, and a clear shift in alcohol choices away from beer and toward wine and cocktails, according to a new report from Lumina Intelligence.

The report, focused on out-of-home consumption, says GLP-1 users now make up 6.1% of the UK population. That is above the combined share of vegans and vegetarians, which Lumina puts at 5.7%. Even so, the report says many of these consumers still do not feel their needs are being met when they eat or drink outside the home.

Lumina argues that restaurants, pubs, cafes and other operators do not need to rewrite menus from top to bottom. Instead, it says they should make suitable options easier to find and treat GLP-1 users in a similar way to other established dietary groups by offering accessible choices. The report says businesses with a customer base that includes affluent women ages 25 to 45 should move quickly, describing that group as the largest demographic among GLP-1 users.

The findings point to a market that could keep expanding. Lumina says use of the drugs is likely to accelerate from 2031, when patents begin to expire. It also says many users are not taking the medicines purely under traditional medical supervision. Globally, 29% of users are taking GLP-1s on medical advice, the report says, and the figure falls to 21% in the United States. Lumina interprets that as a sign that lifestyle motives are becoming more important than strictly clinical ones, which it says should shape how hospitality businesses develop products and marketing.

One of the most important changes for foodservice operators is a decline in dinner occasions. The report says that is significant because dinner is usually the highest-spending and highest-calorie part of the day for the sector. Among GLP-1 users who do still eat out, health is a major factor in choosing where to go. When they choose what to order, however, calorie counts are not their main concern. Lumina says operators should emphasize high-protein dishes, fresh preparation and smaller portions, and focus on the benefit of those choices rather than on restriction.

Snacking is another area under pressure. Lumina says GLP-1 users snack outside the home on 8.8% of occasions, compared with 11% for consumers overall. The report says the steepest declines are in impulse treat purchases and snacks bought for travel. It suggests that food and drink companies could regain some of that lost demand with products built around hydration and functional benefits.

Drinks are also being affected, especially when consumed alongside food. Lumina says GLP-1 users are increasingly dropping drinks from meal occasions as part of an effort to limit overall consumption. In that setting, the report says calorie concerns matter more. It recommends lighter, refreshing and low-calorie drinks that complement food without making consumers feel too full, either because of large liquid volumes or heavy carbonation. The report adds that this behavior can continue even after people stop taking the medication.

At the same time, drinks-only occasions are rising, especially in restaurants. Lumina says that creates two possible responses for operators. One is to use more tailored and higher-value beverage menus to recover some lost spending from food-and-drink combinations. The other is to give GLP-1 users more attractive food options in smaller, lighter and higher-quality formats so they are less likely to switch to drinks-only visits.

That shift has direct implications for the beverage business, from brewers and wine suppliers to cocktail-led venues and casual dining chains. If the pattern continues, on-premise demand may become less favorable for beer and stronger for wine, mixed drinks and premium small-format serves. It could also influence how bars and restaurants design drink lists, portion sizes and pricing.

Within alcohol, Lumina says beer is taking the clearest hit. The report describes it as “the clearest casualty” of more calorie-conscious drinking among GLP-1 users. Beer’s share of drinking occasions has fallen by 10 percentage points to 42%, according to the research, and Lumina says the effect remains even after users stop taking GLP-1s. Wine and cocktails, by contrast, have gained share.

The report says the best-performing formats are likely to be those suited to sipping rather than fast consumption. It points to smaller serves, premium pours and lower-calorie cocktails as ways to defend drink spending. It also says the mini-cocktail trend fits the preferences of GLP-1 users particularly well. For producers and operators, that could mean a need to rethink not only product mix, but also glass sizes, menu language and the role of premiumization in offsetting lower volume.

Lumina also says the way businesses communicate with GLP-1 users depends on the rules in each market. In the United States, where regulation is looser, brands can be more explicit in their messaging. In the UK, it says stricter rules mean innovation is rarely marketed directly at GLP-1 users. Even so, the report says the UK market remains limited in terms of clear GLP-1-focused innovation, especially in mainstream chains.

Retailers and supplement brands are moving faster than much of the established hospitality sector, according to Lumina. Most large chains still have not introduced clearly differentiated healthier options unless they already have a strong health-focused identity. The report points to some exceptions where businesses are addressing demand for smaller portions, including slider-style menu launches from Burger King and Honest Burger.

Lumina says the main need in the market is not for a separate GLP-1 menu but for more relevant choices in formats that reflect how this group now behaves outside the home. In food, that means smaller, more nutrient-dense meals. In drinks, it means more careful attention to calories, portion size, carbonation, refreshment and the growing appeal of wine and cocktails over beer.