What is 'Jab-uary' and how are supermarkets responding?

'Jab-uary' refers to the trend of supermarkets launching food ranges aimed at people taking weight-loss injections, offering specialized, often smaller-portioned and nutrient-dense products.

Are M&S and other supermarkets creating specific products for Wegovy users?

Yes, M&S, Morrisons, Asda, Ocado, and Co-op are among retailers introducing "Nutrient Dense" or "GLP-1 friendly" ranges targeting users of weight-loss drugs.

What are the price implications of these new 'GLP-1 friendly' foods?

Some 'GLP-1 friendly' ranges are noted to have a significant price premium, costing more per kilogram compared to standard products from the same retailers.

Home / Business and Economy / Supermarkets Cash In on Weight-Loss Drug Trend

Supermarkets Cash In on Weight-Loss Drug Trend

17 Jan

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Summary

Retailers launch ranges for users of weight-loss injections.
Specialized products offer high nutrients per calorie.
Some 'friendly' ranges carry a significant price premium.

Supermarkets Cash In on Weight-Loss Drug Trend

This year, supermarkets are embracing a new health trend dubbed "Jab-uary," focusing on shoppers using popular weight-loss injections such as Wegovy. Major retailers are introducing specialized food ranges designed to cater to individuals who are reducing their food intake.

These new product lines feature high-nutrient, low-calorie options, including mini meals and protein-rich staples. For instance, some retailers offer steak portions as small as 100g. However, analysis indicates that these "GLP-1 friendly" items can command a price premium, costing significantly more per kilogram than conventional products.

The rise of these drugs is influencing consumer behavior, leading to shifts in purchasing habits, such as a decline in savory snacks and fast-food spending. While some brands are cautious about explicitly labeling products, others are strategically positioning these items, recognizing the potential impact on the £250bn UK grocery market.