Current estimates from hospitality insights consultancy KAM suggest between 4% and 7% of UK adults are now using GLP-1 weight loss medication, equivalent to around 2 to 3 million people.
That puts usage at a similar level to other dietary groups pubs already account for in menu planning, such as vegetarians or those with food allergies. Crucially, uptake has doubled over the past year.
One of the clearest shifts linked to GLP-1 use is frequency. Around a third of users say they are going out to eat or drink less often, while more than half say they are more likely to reserve eating out for special occasions.
This suggests fewer casual visits, but a continued appetite for social experiences when the occasion feels right.
For pubs, this points to a potential squeeze on midweek and low-commitment visits, particularly where food is a key driver, while also reinforcing the importance of atmosphere, flexibility and value when customers do choose to go out.
Importantly, behaviour changes do not stop with the individual. More than three quarters of users say their food preferences influence venue choice for the whole group, meaning pubs are increasingly catering to mixed tables where appetite, portion tolerance and alcohol consumption vary widely.
Smaller portions, higher expectations
Reduced appetite does not mean reduced expectations. GLP-1 users report prioritising smaller portions, lighter meals and higher protein options when eating out, alongside food that feels nutritionally worthwhile.
Linda Haden, insight lead at Lumina Intelligence, says the rise of weight loss medication is driving demand for “nutrient-dense, smaller portions and satiety-focused dishes”, pointing to premium, thoughtfully composed plates rather than stripped-back value offers.
That thinking is already filtering into pub menus. Punch Pubs’ head of culinary Tom Allen said: “We will see a slight move into smaller protein portions to accommodate any new lifestyle choices.”
Greene King is also reviewing how its menus can adapt. Patrick Harrington, food innovation and category manager at the group, says the business is exploring different portion sizes and expanding high-protein and health-conscious options alongside traditional pub classics.
A common theme is choice, with customers looking for options, not restriction. Operators that can offer a smaller version of a core dish, or allow customers to build meals around sides, sharing plates or lighter mains, are better placed than those forcing an all-or-nothing decision.
Food is only part of the picture. GLP-1 use is also linked to lower alcohol consumption, with a meaningful proportion of users saying they now drink less when out, and many actively seeking low or no-alcohol options.
For pubs, this reinforces an existing trend rather than creating a new one. The opportunity lies in quality and presentation. Smaller serves, better alcohol-free ranges, and drinks that feel like a considered choice rather than a compromise can help maintain spend even as volume falls.
Early signs of change
Some parts of the UK hospitality space are already framing the rise of weight loss drugs as an opportunity rather than a threat.
Speaking to the BBC last month, Leon chief executive John Vincent said the increasing popularity of weight loss jabs was “definitely an opportunity” for the brand, arguing that the food Leon serves is “the sort of food people on weight loss jabs want to eat”.
Vincent said helping customers maintain muscle mass through protein intake was “just as important as calories” and agreed that the impact of appetite suppressing drugs meant Leon would “definitely” need to think about portion sizes. He also acknowledged that consumers are increasingly looking for smaller portions, a point echoed by the boss of Greggs, who said there was “no doubt” the drugs were influencing demand.
Elsewhere in the market, portion flexibility is already being normalised. Operators such as Pret A Manger and Sandwich Sandwich now offer half sandwich options, reflecting changing appetites and lowering the commitment required to buy food out of home.
While these businesses operate in different segments to pubs, the underlying signal is consistent. Appetite reduction does not remove demand altogether, but it does reward operators that offer flexibility, quality and choice rather than relying on portion size alone.
What pubs can do now
- First, build flexibility into menus. Smaller portions, half mains, lighter protein options and shareable plates allow customers to tailor their experience without feeling excluded
- Second, lean into quality over quantity. Many users say they are willing to pay more for food that feels higher quality or more nutritionally balanced, even if they order less overall
- Third, treat low and no-alcohol as a core part of the offer, not an add-on. Range, visibility and serve quality matter more than ever
- Finally, keep changes understated. Many users prefer not to disclose that they are on weight loss medication, so overt labelling should be avoided. Framing around small plates, lighter options, balanced dishes or sharing menus achieves the same goal without alienating customers.
A structural shift
With nearly a quarter of adults saying they would consider using weight loss drugs in the future, this is unlikely to be a short-term disruption.
The near-term risk for pubs is fewer courses, fewer rounds and more selective occasions. The opportunity is to respond with smarter menu design, better drink choices and experiences that still justify leaving the house.
For a sector built on social connection, the message is clear. People may be eating and drinking less, but they still want places to go. Pubs that adapt to changing appetites without losing their sense of occasion are best placed to keep those customers coming through the door.
