Popularity of weight loss drugs is changing the demand for red meat

The rapid spread of weight loss drugs Ozempic and Wegovy could significantly change the structure of red meat consumption in the world. Consumers are increasingly choosing smaller portions, but preferring high-quality and protein-rich products.

This is reported by FarmingUK, citing analytics from the British Agriculture and Horticulture Development Board (AHDB).

The agency notes that GLP-1 drugs, which were originally created to treat type 2 diabetes and obesity, are already influencing the eating habits of the population. They suppress appetite, slow down digestion and change taste perception, due to which people eat less food overall.

At the same time, users of such drugs are beginning to pay more attention to products with high nutritional value and protein content.

According to a February 2026 YouGov and AHDB survey, 85% of GLP-1 users reported eating less and 43% increased their protein intake, including meat and fish.

Analysts believe that this trend could affect demand in the beef and pork sectors, especially for premium and lean cuts.

AHDB’s consumer market analysis manager Vanessa Adamson stressed that protein remains a key component of the diet even with an overall reduction in food consumption.

According to her, consumers are willing to buy less meat, but spend more on quality products. Lean and nutritious products have the greatest potential – steaks, tenderloin and other premium cuts.

Similar trends are already being recorded in the US. American studies show that GLP-1 users reduce their overall food intake, but are more likely to be willing to pay more for quality meat and seafood.

At the same time, weight loss drugs may negatively affect the segment of ultra-processed foods and ready meals. AHDB notes that GLP-1 users most often refuse high-calorie processed foods and fast food.

In response, retailers are already starting to adapt, offering smaller portions and products with an emphasis on protein and natural ingredients.

AHDB believes that the red meat market will be able to maintain its position provided that it adapts to new consumer habits – in particular, through a focus on quality, nutrition and optimal portion size.

Tags: meat, Beef cattle