New research suggesting the medications could have implications for pub and bar spending.
A report from KAM, in partnership with Drinkaware, found GLP-1 users reduce how often they drink by 29% after starting the medication, with average drinking frequency falling from 3.1 to 2.2 days per week.
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Average alcohol consumption also dropped by 16%, from 4.3 to 3.6 units per week, while typical spend on alcohol in the on-trade fell by 30%.
Weekly spend on alcohol for home consumption was down 22%.
Different drinking experience
The report, Drinking Differently: GLP-1 and Alcohol, suggests the change is not only driven by moderation goals, but by the way the drugs alter users’ experience of alcohol.
More than a third (34%) said they had reduced cravings for alcohol, while 22% said they feel its effects more quickly and 18% reported discomfort such as nausea when drinking.
KAM estimates between 7% and 10% of UK adults, around 5.5 million people, are now taking GLP-1 drugs, with only around half obtaining them through an NHS prescription.
Occasions evolving
Despite the shift, the research suggests drinking occasions are evolving rather than disappearing.
71% of GLP-1 users said alcohol remains central to their enjoyment of social occasions, although many are changing what they drink, with growing interest in lower-ABV products, smaller serves and alcohol-free alternatives.
Katie Jenkins, partner at KAM, said: “The data shows that while many GLP-1 users are drinking less, they are not withdrawing from social occasions. Instead, they are redefining how those occasions look, from drink choice to spend to frequency.”
She added: “For hospitality operators, this points to the need to adapt to a future where moderation is more common, mixed drinking groups are the norm, and quality, flexibility and inclusivity become increasingly important.”
The findings build on reports on how weight loss drugs could influence pub menus, drinking habits and visit frequency, as well as wider operator concerns around portion sizes, flexibility and spend.
