The new programme, ‘IGD Futures: GLP-1’, will offer a view of current and future changes in consumer and shopper behaviours, household dynamics and category demand. It also brings together insights on wider GLP-1 impacts, such as global trends and evolving science and regulations.

The mixed-methodology programme will incorporate longitudinal diary tracking of GLP-1 users, qualitative research into behaviours and sentiments, social listening in the UK and US, and global horizon scanning of industry responses and innovation.

IGD will also explore how spending is changing in‑home and out‑of‑home, and produce future scenarios of global adoption patterns and shifts. 

Glucagon-like peptide-1 receptor agonists (GLP-1s or GLP-1RAs) are a class of medicines that work by mimicking a natural hormone released after eating. Mainly used to help manage type two diabetes, some of them are now authorised for weight loss.

Research from IGD’s nationally representative omnibus survey of UK adults suggests that uptake of GLP-1s increased from 3.1% in June 2025 to 4.2% in October.

Tom Wakeman, insight director at IGD, said: "Consistently, the industry tells us they need to understand who is changing, how they are changing, and where the opportunities are. We have structured this programme to help businesses turn behaviour change into commercial advantage."