Weight Loss Injections Reshape Scottish Consumer Spending Habits, Study Finds

The growing use of weight loss medications, often referred to as 'fat jabs,' is significantly altering consumer spending patterns in Scotland, according to new research.

New findings reveal that individuals utilizing GLP-1 medications, such as Ozempic, Wegovy, and Mounjaro, are curtailing their consumption of high-calorie items like cakes, biscuits, and confectionery. Instead, they are shifting towards healthier alternatives, including fruits and vegetables.

The study, conducted by marketing experts at The Knowledge Bank, indicates that while these medications suppress appetite, they do not automatically lead to healthier choices. However, for many Scots using them, snacks are the first category to be reduced.

"The impact of GLP-1 medications is still emerging, but the early signs suggest that this is more than a conversation about weight loss," said Carol Saunders, head of insights at The Knowledge Bank. "For food and drink businesses, the important question is how these medications may influence what people want to buy, how much they consume and where they choose to spend their money."

Key shifts in purchasing behavior identified include reduced spending on cakes and biscuits by 77% of those on GLP-1s, and 82% spending less on sweets and chocolate. Spending also decreased on prepared foods and ready meals (68%), ice cream (71%), and snacks (74%).

Alcohol sales have also seen a decline, with a corresponding rise in spending on no- and low-alcohol beverages. Conversely, spending on vegetables has surged by 63%, soft fruit by 50%, chicken and other poultry by 41%, eggs by 45%, and yogurt by 41%.

Beyond food, the research suggests that approximately 59% of users are eating out less, while 47% reported increasing their spending on clothing to accommodate their changing physiques.

The study involved interviews with a representative sample of Scottish residents, with fieldwork conducted in early December 2025 and June of the current year. A total of 753 interviews were completed in the first wave and 754 in the second.

"While the findings do not mean every consumer taking a GLP-1 medication will behave in the same way, for a Scottish sector worth £19billion and supporting more than 120,000 jobs, understanding how consumer behaviour is evolving will be increasingly important for producers and retailers," Saunders added. "The early evidence suggests that new health trends may be changing demand for Scottish consumers."