"Britain's love affair with sausage rolls and steak bakes is being quietly reshaped by the rise of weight loss injections, according to the boss of Greggs. Roisin Currie, chief executive of the FTSE-listed bakery chain, said there was "no doubt" that appetite-suppressing drugs such as GLP-1 treatments were influencing how much, and what, customers want to eat, contributing to softer sales and a more cautious outlook for the year ahead."
"Greggs has already begun adjusting its range in response. Last summer, the group confirmed it would actively target customers using weight loss medication by introducing smaller portion sizes and protein-rich options. That strategy has since included the launch of items such as its egg pot, supported by the "eggs at Greggs" advertising campaign."
"The trend is not confined to the high street bakery sector. Tesco said this week that a move towards healthier eating had helped drive growth in fresh produce sales. Tesco chief executive Ken Murphy said the retailer was monitoring the impact of weight loss drugs "very closely", adding that it already offers a range of "GLP-1 friendly" products, including high-protein options across multiple categories."
Appetite-suppressing drugs such as GLP-1 treatments are influencing both the quantity and type of food customers choose, contributing to softer sales and a cautious outlook. Customers are increasingly seeking smaller portions and foods higher in protein, fibre and perceived health benefits. Greggs is introducing smaller portion sizes and protein-rich options, including an egg pot and an "eggs at Greggs" campaign. The brand is moving away from indulgent high-fat pastries, cakes and pasties toward snack products aligned with health trends. Grocery retailers report rising fresh produce sales and are promoting GLP-1-friendly, high-protein products while monitoring drug impacts.
Read at Business Matters
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