The hospitality industry is facing a new challenge – and it’s not what you might expect. The rise of GLP-1 drugs is changing the way people eat out, from portion sizes to alcohol sales, these medications are set to reshape the industry as we know it.
Our State of Social partner KAM is launching the first-of-its-kind research into the risks and opportunities this shift presents. Katy Moses, Founder and Managing Director of KAM, describes it as “the biggest impact on the hospitality sector since the smoking ban.” Read on to learn how to stay ahead as a new normal takes shape.
Between 4% and 7% of UK adults are currently using GLP-1 drugs for weight loss, equating to around 2.1 to 3.7 million people – double the number from last year.
For context, 7% of UK adults identify as vegetarian, 3% as vegan and between 1% and 4% have a wheat allergy. The scale of GLP-1 usage is striking by comparison.
What do we know about GLP-1 drugs?
Use is evenly split between men and women, although women tend to be more aware of the drugs and play a bigger role in spreading that awareness. Users range up to 60 years old, with the highest uptake among those with private prescriptions and higher household incomes.
Why does this matter for hospitality?
Almost a third (32%) of users say they are going out to eat or drink less as a result of taking these drugs, and 57% now only dine out for special occasions.
For many GLP-1 users, the focus has shifted from indulgence to nutrition. Food choices are now guided by health considerations such as calorie content and functional benefits, with many willing to pay more for options that align with these values.
What this means for your social strategy
As eating habits shift, your social presence needs to evolve alongside them. We’re already seeing GLP-1–driven behaviour show up in online conversations, from people searching for lighter dishes to a growing interest in functional ingredients, low-alcohol serves and health-forward menus.
Our recommendations for hospitality brands
✔️ Create more health-focused content
Showcase high-protein dishes, lighter plates and functional ingredients. Make it clear you cater to evolving needs.
✔️ Spotlight low- and no-alcohol options
These posts are seeing higher engagement as drinking habits change.
✔️ Create authentic experiences
Invite influencers to try new menu items, low/no-alcohol drinks, or lighter options and share their genuine reviews.
✔️ Use social listening to track the conversation
We’re monitoring GLP-1 mentions weekly to understand emerging behaviours. Brands should be paying attention.
Reference: Data and research from KAM Insights
