The new year is a time for health and wellness, and UK supermarkets are jumping on the bandwagon with a unique twist. While Veganuary and Dry January are familiar concepts, this year, a new trend has emerged: 'Jab-uary'. Yes, you read that right!
Supermarket giants like Marks & Spencer, Morrisons, and Ocado are targeting a specific group of shoppers - those using weight-loss injections, known as GLP-1 agonists. These injections, with brand names like Wegovy and Mounjaro, have sparked a buzz, and supermarkets are cashing in on the trend.
Ocado, an online supermarket, has introduced a 'weight management' aisle featuring 'GLP-1-friendly products'. From tiny portions of steak (100g) costing £3.50 to pricey supplements like AG1, priced at £107 per pack, these products are tailored to those on weight-loss drugs.
But here's where it gets controversial: are these small portions worth the price? With consumers already weary of 'shrinkflation', where products shrink while prices stay the same or increase, will they embrace these mini meals?
The Co-op, for instance, offers 'mini meals' inspired by global cuisines, priced at £3.50 for a 250g-280g pot. However, when compared to their other diet ranges, the price per kilo tells a different story.
Jonny Forsyth, a senior analyst at Mintel, argues that while around 6% of UK adults are taking GLP-1 drugs, the hype is influencing consumer behavior and amplifying other diet trends, such as high-protein diets.
And this is the part most people miss: the potential impact on the food industry. A 2024 Cornell University study found that households with GLP-1 users reduced their grocery spending by 5.3% within six months, with higher-income households cutting back even more, at 8.2%.
With almost 20% of US adults taking weight-loss drugs, the fear is that this trend could significantly impact food and hospitality businesses' profits.
So, can supermarkets convince consumers that these small portions are worth the price? Will they embrace the 'GLP-1 friendly' label, or is there a stigma attached to openly discussing medication use?
Mark Whalley, a co-founder of Explners, a video insights company, believes that product developers are under pressure to react to this trend. In a competitive UK grocery market, the challenge is to convince shoppers that smaller portions are beneficial and justify the price.
What do you think? Is this a clever marketing strategy, or are supermarkets missing the mark? Share your thoughts in the comments!
