While the food and drink industry rarely stands still, few shifts in consumer behaviour have been as dramatic as the rise of weight loss medications and broader wellbeing habits – two related but distinct changes that have taken the UK by storm.
There has been a rapid uptake and growth of GLP-1 medications to regulate weight. A recent study by University College London shows an estimated 1.6 million adults in England, Wales and Scotland used drugs such as Mounjaro and Wegovy to lose weight between 2024 and 2025.
For Scotland’s food and drink sector, this swift evolution marks a novel and arguably unprecedented challenge. ‘GLP-1 friendly’ products and marketing are already a firm feature of the US food and drink market, which, when compared to the UK, is often seen as a couple of years ahead in its weight loss jab journey. Earlier this year, John Vincent, the original co-founder of fast-food chain Leon, said he sees the drugs as an ‘opportunity’ for the business. He cited considerations around portion size and protein intake as important for its future.
Strict regulation
A quieter – but essential – regulatory consideration goes hand-in-hand with this opportunity. As businesses reconsider their products and how they are marketed, there is a careful balance to strike to ensure nutritional claims sit on the right side of the law. Health‑related marketing claims such as those linked to appetite control, energy balance, or muscle growth are tightly regulated in the UK. Only nutrition and health claims that are specifically authorised and listed on the Great Britain Nutrition and Health Claims (GB NHC) Register can be used in advertising across England, Scotland and Wales.
Compliance is actively enforced by the Advertising Standards Authority (ASA). Where ads stray beyond what’s permitted, the ASA can require them to be amended or withdrawn, publish formal rulings, and impose sanctions. These can include requiring future ads to be pre‑approved or working with search engines and media platforms to remove non‑compliant content altogether. Understanding where the lines are drawn is just as critical as the product offering itself.
Wellness-focused consumption
The rise of more intentional eating and drinking does not signal a complete break from the food and drink sector as we have known it. Taking the example of those who are reducing alcohol consumption, wellness concerns play not the only role, but a large one: while nine in 10 (87%) UK adults are making changes to cut back on alcohol intake, according to Drinkaware, health concerns are reported as the main reason for adjusting these habits – 64% said it is a motivator. But wellness‑focused consumers are not rejecting products outright; rather, they are engaging with them differently. Almost half (44%) of UK adults now choose no‑ and low‑alcohol options to moderate their drinking – up from 31% in 2018.
The origin, sustainability and transparency of products are also increasingly central to purchasing decisions, playing to the strengths of many Scottish producers, from whisky distilleries to salmon farming. This shift is reflected in recent UK research, which shows that 46% of adults, and 63% of those under 35, consider the sustainability of ingredients more important than how minimally processed they are.
Responsible innovation
Against a backdrop of rising costs, labour pressures and an increasingly complex regulatory framework, the current focus on health and wellbeing should not be seen as yet another hurdle for food producers, but as part of a longer‑term shift that many are already managing. For an industry that has proved resilient through sustained operational and economic challenges, this moment is less about disruption and more about careful, practical adaptation. Regulation is undoubtedly becoming more demanding, adding to the strain on producers who are already operating in a tight margin environment. Those businesses that can innovate responsibly, invest in compliance and communicate clearly with consumers will be best placed to navigate these pressures.
In a sector built on trust, quality and consistency, meeting evolving consumer expectations while staying within the rules is not simply a legal obligation – it can also provide a route to long‑term stability. Producers who strike that balance will not only protect their position in the market but play a key role in shaping its future.
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