Is GLP-1 shifting consumer behaviour?

Modern retail has been optimised for impulse for years now, we’ve all seen the end of aisle displays that tempt us with an impulse purchase, the multi buy offers that reward volume purchasing and those checkout placements that just offer one last addition to your trolley before you pay. Take a walk around your local supermarket and you’ll see aisles of messaging based around indulgence, convenience, and immediacy.

But it works. And it works because it reflects how many of us shop. We make quick decisions and our appetite, whether that’s for food, a treat or reward after “one of those days,” plays a powerful role. So, when we look at it from that perspective it’s not surprising that brands and retailers have built around that reality.

But the fun thing about human behaviour, is that it rarely stays fixed.

We’re beginning to see signs that something more deliberate is emerging, with baskets getting smaller, fewer spontaneous additions and more time spent reading labels. Of course, none of this is dramatic by itself but collectively suggests a shift in how consumers are making decisions.

One of the forces potentially accelerating this change is the growing use of GLP-1 medications. Over 1.6 million adults in the UK used the injections in 2025, and the number is set to rise dramatically in 2026. Whilst the media and public conversation has focused around the weight management, the behavioural effects appear to extend further. We spoke to consumers currently taking GLP-1s and heard consistent references to fewer impulse purchases and a clear shift toward more intentional purchases.

The participants we spoke to told us they were feeling less drawn to “treat” items, less inclined to add something simply because it was there, and more focused on buying what they had planned. The weekly shop, for some, had become more purposeful.

For brands in the food, drink and broader consumer categories this raises important notes. Promotions and marketing are often designed to encourage incremental additions, and when we use this indulgence led messaging, it assumes that the consumer is receptive to temptation. If even a quarter of shoppers begin making decisions with greater deliberation, the effectiveness of this messaging may be lessened.

But we’re not going to be all doom and gloom, it really doesn’t signal the end of the impulse buy. Retail environments will continue to encourage it, and many consumers will continue to respond. However, within certain segments, we may be seeing the emergence of a more intention-led pattern of behaviour. One characterised not by abstinence, but by selectivity.

The commercial implications are nuanced. Smaller baskets don’t automatically mean lower value, they may be reflecting reprioritisation. Loyalty could deepen around brands perceived as aligned with new goals. The brands best positioned for this environment will be those that understand how and why decision-making is changing, rather than reacting only to sales data after the fact.

GLP-1 adoption is growing, and its influence may extend beyond those directly using the medication. Behavioural shifts in one group often ripple outward over time, subtly reshaping expectations and norms.

In our full report, we draw on direct consumer insight to understand how everyday purchasing decisions are evolving in this context. The findings offer a closer look at what may sit beneath changing basket dynamics, and what brands should be paying attention to now.

You can download the full report here. 

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