Small appetites, big opportunities: How portion-right menus could help hospitality fight back

The rise of GLP-1 therapies is already reshaping the food industry, triggering a wave of innovation as brands respond to changing consumer needs. As this trend gathers momentum, the shift towards smaller portions and nutrient-dense foods could open up new opportunities for the hospitality sector. 

A consumer focus on healthy living has been building for years, reinforced by a raft of regulation such as HFSS restrictions, calorie labelling and the ongoing debate around ultra-processed foods. This has driven many towards natural ingredients, higher protein intake and cooking more from scratch at home. Combined with the cost-of-living crisis, which continues to squeeze household budgets and dampen our appetites for eating out, the pressure on hospitality has intensified. Figures from YouGov show that nearly four in 10 UK consumers are eating out less than a year ago,[i] largely due to rising costs. Yet, as the GLP-1 boom gathers pace, this renewed focus on watching our weight and our wallet, could offer some optimism for a sector under strain. 

Estimates suggest between 4-7% of UK adults are now using GLP-1 weight loss medication – the equivalent of around 2-3 million people.[ii] Within the food industry, we’re already seeing a rise in GLP-1 friendly product launches designed to appeal to this growing cohort through claims around satiety, nutrient-dense and smaller portions. A strong example is M&S’s Nutrient Dense range of ‘perfectly portioned’ products, developed by its chefs and nutritionists with a focus on wholefoods, store cupboard ingredients rich in fibre and other essential nutrients.

This innovation is now filtering into the hospitality sector. At the premium end, Heston Blumenthal’s Fat Duck has introduced The Mindful Experience – a purposefully scaled-back tasting menu designed to cater for changing consumer appetites. At the other end of the market, outlets are adapting too, with fish and chip shops resizing portions to help retain customers. 

For operators already battling rising costs and squeezed margins, GLP-1 driven behaviours – from sharing dishes and skipping mains, to drinking less alcohol – may feel like another headwind. But framed differently, these shifts could create new opportunities, provided menus and formats evolve to meet changing tastes. 

Research from IGD shows that 66% of UK GLP-1 users eat smaller meal portions and 69% reduce snack consumption.[iii] With their preferences increasingly shaping group dining decisions, tailoring menus to cater for their needs is a great way to attract weight - and wallet - conscious consumers.  

Alongside food, drinks menus are evolving too. With hydration a growing priority for GLP-1 users, low- and no-alcohol options present another way to align with modern consumer tastes. No-lo drinks have been rising in popularity for many years already, with the market more than doubling year-on-year in 2024.[iv] For operators, this creates scope to drive frequency and spend at key occasions. 

For an industry that’s balancing ever rising costs with shifting consumer expectations and tighter budgets, the GLP-1 trend could be the opportunity the hospitality industry has been waiting for – enabling them to rewrite menus, reimagine value and welcome more customers through the door with offerings that are both better for our waistlines and our wallets. 

[i] https://www.instituteofhospitality.org/wp-content/uploads/2024/04/Cost_of_Living_April_2024.pdf

[ii] https://www.morningadvertiser.co.uk/Article/2026/02/02/how-weight-loss-drugs-are-changing-pub-menus-and-drinking-habits/

[iii] https://www.igd.com/reports/infographic-the-glp-1-landscape-in-2025/71631

[iv] https://wine-intelligence.com/blogs/wine-analytics-pricing-report-data/the-uk-no-low-alcohol-market-a-look-at-market-performance-and-trends