GLP-1 and high-protein catering: The operator's guide
GLP-1 medications are changing the way millions of people eat, and foodservice operators are taking notice. Backed by the latest research and insight from industry experts, this is your practical guide to adapting your offer, satisfying a growing customer base, and making every guest feel catered for.
What caterers need to know about GLP-1: 6% of the UK are using them...
…that’s now more than the vegetarian population[1].
GLP-1 medications, including Wegovy®, Mounjaro® and Saxenda®, are reshaping what millions of people want from a meal. According to IGD, 6% of people in the UK are currently using weight loss medications, more than double the 3.1% recorded in June 2025.
Research from IGD and Arla shows that GLP-1 users are eating less, prioritising protein and actively seeking out operators who offer smaller portions, flexible formats and clear nutritional information. This isn't a niche trend to monitor, it's a mainstream shift that is already influencing how people choose where to eat out.
Adapting to this shift looks different depending on how you operate, so we have put together in-depth guides for the areas that matter most. If you run a restaurant, pub or cafe, our chef-led guide on protein-forward dish design shows you how to build smaller plates that still feel satisfying and worth paying for. If you are focused on the commercial side, our menu planning team breaks down how to protect spend per cover without relying on bigger portions.
And if you are stocking a grab-and-go counter, workplace kitchen or in a higher education setting, our buyer's guide to building a high-protein grab and go range covers everything from category mix to avoiding common stocking mistakes.
[1] Statista 2026
How to adapt your menu for GLP-1 diners
Catering for GLP-1 users doesn't have to mean a full menu overhaul. According to the National Restaurant Association, 49% of GLP-1 users are ordering smaller portions more often, 43% are seeking out high-protein options, and 41% are ordering more vegetables. The opportunity is clear, but how you respond matters as much as what you serve.
Make it easy to find you before they visit
GLP-1 users often check menus online before committing to a venue, looking specifically for calorie information, substitution options and whether smaller plates are available throughout the day. Clear, accurate and up-to-date menu information online can be the difference between winning or losing a booking.
Lead with nutrition, not GLP-1 branding
It might be tempting to market directly to GLP-1 users, but explicit callouts can divide opinion. Some customers appreciate the clarity, others feel singled out, particularly those who haven't shared their medication use with friends or family. The smarter approach is to lead with high-protein dishes, lighter options and calorie information, letting customers make their own informed choices without feeling labelled.
Brief your front of house team
GLP-1 users who ask for smaller portions or order from the children's menu can sometimes feel judged by front of house staff, which is enough to put them off returning. As this customer group grows, ensuring your team responds with empathy and without drawing attention to a customer's choices is just as important as what's on the menu.
For practical guidance on building dishes that work for smaller appetites, read our chef-led guide on protein-forward dish design. To understand how to protect spend per cover as portion sizes come down, our menu planning team breaks it down in full.
How GLP-1s are reshaping hospitality: A practical guide to portions, value and choice
Catering for GLP-1 diners isn't about offering less, it's about offering better. Our chef-led guide walks you through how to adapt your menu for a growing customer group, covering everything from understanding the two types of GLP-1 diner to five practical techniques for making smaller portions feel premium and worth paying for. And with a real cost breakdown showing how smaller plates can protect and even improve your margins, the business case speaks for itself.
Stocking Grab & Go for GLP-1 customers
According to IGD, 95% of GLP-1 users have adjusted their food and drink habits since starting medication, with reduced portion sizes and skipped meals, typically breakfast or lunch, among the most common changes. For grab and go operators, that represents a significant and growing pool of customers who still need to eat well, just less, and more conveniently.
GLP-1 users aren't looking for diet food. They want balanced, high-protein options that feel like a proper meal, are easy to pick up in seconds, and won't leave them feeling like they've compromised. Whether you're running a cafe, a higher education canteen, a workplace kitchen or a travel and leisure outlet, getting your chilled and ambient range right for this customer group is one of the more straightforward adaptations you can make.
Stock protein first
High-protein chilled options such as yoghurts, protein shakes and prepared protein pots are the anchor of a strong GLP-1 friendly grab and go range. They work as direct meal replacements for users skipping breakfast or lunch and convey the freshness and nutritional credibility this customer group is actively looking for. Demand peaks early, so make sure your chilled range is fully stocked before the morning rush.
Don't neglect ambient
High-protein bars and clean-ingredient ambient snacks serve a different but complementary purpose. GLP-1 users tend to prefer smaller, premium options over bulky, cheap fillers, so quality and nutritional density matter more than pack size or price point.
Make the range easy to shop
Clear nutritional labelling, particularly protein content and calorie information, helps GLP-1 users make fast, confident choices. Grouping high-protein options together rather than spreading them across the range removes friction and makes your offer feel considered rather than accidental.
For a detailed guide to range planning, product selection and merchandising your grab and go offer, our buyer's guide to building a high-protein grab and go range covers everything you need to know.
Building a high-protein Grab & Go range: A buyer's guide
Getting your grab and go range right for GLP-1 customers doesn't have to be complicated, but it does require deliberate decisions at every stage. Our buyer's guide covers everything from category mix and product selection to merchandising principles and common stocking mistakes, giving you a practical framework for building a range that works for this growing customer group.
Whether you're running a cafe, a workplace canteen or a travel and leisure outlet, the guidance inside will help you stock smarter and sell more.
GLP-1 FAQs
GLP-1 (glucagon-like peptide-1) medications are a class of drug originally developed to manage type 2 diabetes, but now widely prescribed for weight management. The most commonly used include Wegovy®, Mounjaro® and Saxenda®. They work by slowing digestion and reducing appetite, which means users typically feel full much faster and eat significantly less than before.
Users tend to eat smaller portions, prioritise protein and fibre rich foods, and avoid heavy, fatty or overly rich dishes that can cause discomfort. They also focus on hydration to help support digestion and overall wellbeing. Many also reduce their alcohol intake. The overall pattern is a shift towards lighter, more considered eating rather than restriction for its own sake.
As of January 2026, an estimated 1.6 million people in the UK are taking GLP-1 medications, and that number is expected to rise significantly as availability increases and eligibility criteria broaden. It is one of the fastest-growing patient groups in the country, making this a customer segment no foodservice operator can afford to overlook.
Focus on protein from beans, peas, lentils, meat, eggs and tofu, high-protein dairy, wholegrain carbohydrates like wholemeal pasta or rice, lots of colourful fruit, vegetables and salad, and lighter grab-and-go options. Avoid leading with heavy, calorie-dense products for this customer group and think about how your chilled and ambient grab-and-go range is merchandised.
Focus on high-protein, portion-controlled options that are ready to eat with no preparation needed. Think Greek-style or high-protein yoghurts, protein bars, pre-packed protein pots, and lighter sandwich or wrap options. Chilled and ambient ranges both have a role to play, so check your range covers both.