Supermarket Trends: How GLP-1 and Health Demand Are Changing Consumer Choices

Major retail chains increasingly note that consumers are buying less in volume but have higher demands for nutritional value, functionality, and product purity.

Snacking, Smaller Portions, and the 'Return of Carbs'

According to a report by the British premium supermarket chain Waitrose for 2025–2026, consumers are increasingly opting for snacks and small portions over large meals. This trend is linked to the rising popularity of GLP-1 and a general reevaluation of dietary habits.

Simultaneously, analysts from the chain observe an unexpected shift known as the 'return of carbs'. Sales of natural products like butter and potatoes are on the rise, indicating a demand shift towards whole and less processed foods.

According to Emily Wolfman, Innovation and Trends Manager at Waitrose, the snack market is undergoing a transformation: 'The need for convenience remains, but today we see a sharp increase in demand for "healthy snacks" and natural treats — with high protein content, fewer additives, and a more complex flavor profile.'

GLP-1: Less Food, More Nutritional Value

The increasing number of GLP-1 users is having a systemic impact on the food market. These drugs suppress appetite, leading to reduced consumption volumes while simultaneously driving demand for products with a high concentration of nutrients.

A Waitrose study found that 57% of shoppers occasionally replace full meals with snacks. The key selection criteria are satiety, muscle mass support, and digestive health.

This results in growing interest in products high in protein and fiber. The chain notes a steady increase in sales of bread and legumes and plans to increase fiber-rich product sales in key categories by 25% by 2030.

Fiber as a New Growth Point: Whole Foods Perspective

The American natural and organic foods chain Whole Foods Market also notes a rapid increase in interest in fiber as a tool for supporting gut health and prolonged satiety.

In its F&B trends report for 2026, the company notes that brands are increasingly emphasizing fiber content on packaging, and the shelves are seeing a growing range of products with added fiber — from pasta and bread to bars and snacks.

Special attention is given to ingredients:

• root vegetables (chicory, cassava) in prebiotic drinks;

• konjac in ready plant-based meals;

• oats as a source of prebiotic fiber in new gut health products.

Retail and GLP-1: Partnerships and New Assortment Logic

The largest supermarket operator in the U.S., Kroger, has partnered with the GoodRx platform, offering discounts on GLP-1 drugs, including Ozempic, Wegovy, and Mounjaro.

Walmart has launched a similar program with direct delivery of drugs to consumers.

Previously, Kroger stated that the increase in GLP-1 use directly affects planograms and assortment: the chain is expanding shelf space for high-protein and fiber products, including its own brands focused on muscle mass support.

The regional chain Fresh Thyme Market has also included 'GLP-1 lifestyle support' in key trends for 2026, focusing on fresh, functional, and whole foods.

Producers' Response: New Products and Formulas

The growing popularity of GLP-1 has already impacted strategies of the largest producers. At the beginning of the year, Danone released the Oikos Fusion dairy drink, aimed at GLP-1 users, focusing on muscle mass and digestive support.

In summer 2025, Nestlé Health Science launched a nutrition platform for people undergoing weight loss, offering personalized recommendations and products from brands like Garden of Life, Nature's Bounty, and Boost.

The company's CEO, Anna Molle, noted that GLP-1 drugs are becoming a key focus for the development of medical and functional nutrition.

'GLP-1-Friendly' Labeling: Market Ahead of Regulation

In 2025, Conagra Brands launched the Healthy Choice 'On Track' initiative: 26 products featured a label indicating high protein content, low calorie, and fiber presence — effectively positioning them as suitable for GLP-1 users.

Formulations like 'GLP-1-friendly' or 'Ozempic-friendly' are still officially prohibited, but market participants expect regulatory changes in the coming years. Conagra Brands' products are already available in Walmart, Target, and Kroger networks.