Morrisons’ recently announced tie-up with Applied Nutrition—covering the formulation, production, and sale of 53 high-protein products from January 2026—matters less for the headline product count and more for what it legitimizes. UK supermarkets are beginning to treat GLP-1 users as a distinct, addressable food occasion. The most notable element is the plan for supermarket-exclusive “GLP-1 friendly” ready meals designed around satiety, balanced macronutrients, and smaller portions, says intelligence and productivity platform operator GlobalData.
Mark Jephcott, Associate Consumer Analyst at GlobalData, comments: “This may indicate that the UK’s better-for-you landscape is shifting from a broad ‘high protein’ positioning to more specific, lifestyle-anchored solutions built around appetite management, targeting GLP-1 users and health-conscious consumers.”
GlobalData’s consumer research reveals strong consumer demand for foods that offer satiety, high-protein, and fiber-rich products. When asked, how influential a number of factors were when deciding which food and drink products to purchase, 30% of global consumers said “added fiber”, and 34% said “fortified with protein” was an “essential/key” driver of purchase, according to GlobalData’s Q2 2024* global consumer survey. Nearly one in five (18%) of millennials associated portion-controlled pre-prepared food/drinks with a healthy lifestyle, in the company’s Q1 2023* global consumer survey.
Morrisons’/Allied Nutrition innovation joins Nestle’s Vital Pursuit high-protein meals, launched in US retailers last year, which also provide dietary support for GLP-1 users and consumers focused on weight management.
The GLP-1 food market is rapidly evolving, driven by the increasing popularity of GLP-1 medications such as Wegovy and Ozempic, prescribed for appetite suppression and metabolic health. This has driven M&A interest, notably Supreme’s recently announced purchase of SlimFast’s UK and European assets, aimed at targeting GLP-1 weight-loss drug users, who require nutrition and protein supplementation during and after treatment.
Consumer interest in the GLP-1 market is reflected in the broader “better-for-you” food segment, which embraces GLP-1 friendly foods. GlobalData Market Analyzers projects that this market will be worth approximately £221 billion ($283 billion) in 2024—up 34% from £212 billion in 2023—signalling strong underlying demand and consumer interest in health-oriented, better-for-you food products.
Millennials interested in maintaining a healthy diet and stabilising their weight over time represent a prime target for GLP-1 friendly foods. According to GlobalData’s Q3 2024* global consumer survey, nearly a third (31%) of Gen Z and 33% of millennials are willing to try new weight-loss drugs, with over half (56%) of Gen Z and nearly 70% of millennials motivated by the desire to maintain long-term weight loss.
Brands are responding with GLP-1–friendly products positioned around higher protein, such as egglife Power Pasta (US) and Oikos Protein Shake (France), added fibre—including Kellogg’s Oaties (UK) and Harvest Snaps (US), and lower sugar options such as Aldi Summit Popz prebiotic soda (US).
Jephcott adds, “GLP-1 users represent a durable growth opportunity for brands. Innovation should focus on satiety-led products in smaller portion sizes, with optimised protein and fibre to help manage appetite, alongside indulgent flavours and satisfying textures that drive repeat purchases.
“Brands should prioritise early-stage GLP-1 users—who are often more open to dietary change—through clear communication of health benefits, clean-label credentials, and sustainable sourcing practices, which will also resonate with broader health-conscious consumers interested in sustaining weight loss over the long term.”
* GlobalData’s Q1 2023 and Q2/Q3 2024 global consumer surveys each cover 42 countries and include responses from over 21,000 people
