UK supermarkets roll out GLP‑1‑friendly small‑portion foods amid 'Jab‑uary' buzz

Marks & Spencer, Morrisons, Asda, Ocado and the Co‑op are marketing small‑portion and “GLP‑1‑friendly” food ranges aimed at shoppers taking GLP‑1 weight‑loss injections, as retailers and commentators describe the trend as “Jab‑uary”. Ocado has created a virtual “weight management” aisle with a “curated range of GLP‑1‑friendly products”, from 100g portions of steak priced at £3.50 to a powdered greens supplement at £107 a pack, and it said it was seeing strong demand for protein‑rich staples.

It also sells M&S’s “Nutrient Dense” range; Ocado said the £7 chicken satay ready meal and a £2 coconut water shot are ideal for people “reducing their food intake”. The Co‑op is promoting 250g–280g “mini meals” at about £3.50 each. Retailers and analysts say they are noticing changing shopping patterns.

Jonny Forsyth at Mintel estimated about 6% of UK adults take GLP‑1 drugs and said the hype has an “outsize influence” on behaviour. Greggs’s chief executive, Roisin Currie, said customers are looking for “smaller portions” and healthier options, Sainsbury’s chief executive Simon Roberts said customers using these products are switching into “healthier choices”, and Tesco’s Ken Murphy said the trend is being watched “very closely”.

NielsenIQ found total UK grocery sales rose 2.5% in value in the four weeks to 27 December while volumes fell 0.2%. Industry voices warn of potential impacts on sales and pricing.

Key Topics

Business, Ocado, Marks & Spencer, Morrisons, Co-op, Uk Supermarkets