Ozempic and GLP-1s have been in the news for months, but in the UK, Mounjaro is the latest drug to hit headlines. Why? The price is going up.

But what is it, and how could it affect hospitality?

Also known as Tirzepatide, Mounjaro is a drug that lowers blood sugar levels and has traditionally been used to support those living with diabetes. It works by activating the two receptors called GLP-1 and GIP to increase the level of incretins (hormones) in the body. Subsequently, liver sugar production decreases, appetite is reduced and digestion is slower, leading to increased feelings of fullness.

It was approved for weight management in December 2024 by the NHS and has seen uptake across the UK, as those looking to lose weight purchase the drug privately through online pharmacies and weight loss providers.

But, from 1st September, a 15mg top dose will rise to £247.50 a month, up from £122. Whilst the highest dose could even reach prices of £330 – a +170% increase. Currently, more than 1.25 million in the UK are taking weight loss drugs, with the majority paying privately due to limited NHS provisions.[1]

With this huge price hike, consumers may turn to other medications to maintain results. Other options including:

  • Wegovy (Semaglutide)
  • Saxenda (Liraglutide)
  • Orlistat (Xenical)

So, despite the price rise with other cheaper options available for those unable to afford the higher price tag, it is unlikely we are going to see an end to GLP1 weight loss.

What does an increased interest in GLP-1s mean for hospitality?

Fortune has already reported on research that found 54% of 1,000 GLP-1 users in the US admitted they dine out less since starting medication.[2] With the hospitality market in the UK already turbulent – from the increase in national insurance, to ingredient price hikes and staff shortages, can the industry survive another challenge?

Or can restaurants and foodservice operations adapt to turn this potential challenge into an opportunity? Here are some of the ways operators can look to cater to those on their GLP1 weight loss journey…

  1. Bigger range of small plates.
  2. Focus on nutrient density – protein especially should be prioritised when on GLP-1s, as it helps preserve muscle mass during weight loss. High-quality protein sources like lean meats, eggs, fish, beans, lentils and tofu are great. Protein isn’t just a focus for those on GLP-1s, but the wider ‘health conscious’ consumer, so it’s a win-win.
  3. Tap into more available dayparts. Don’t just rely on big-spend dinner occasions. Lunch occasions have increased by +1ppt to 32.3% and are being driven by solo mid-week visits[3], in part thanks to flexible working arrangements. Good value for money remains important, as well as healthier options. Look for functional and better-for-you ingredients to help drive interest.
  4. Boost soft drinks. Whilst research is limited, and GLP-1 users can still drink alcohol, they may experience intensified side effects (cue, the hangover from hell you can’t shift all day). And, with users experiencing reduced appetite, they may not even feel like drinking alcohol, so a health-led soft drink range can help you drive incremental drinks sales.

 

In summary, it may be that a move to smaller plates and healthier high protein options can work as a solution for a far wider audience than just GLP1 users. With consumers increasingly health-conscious[4], even without the influence of weight-loss medications, better-for-you menu choices could be a handy way to boost business.

We will have to be patient whilst we wait to see the long-term effects on hospitality with the rise of GLP-1s, but the industry is resilient and has seen far more challenging time than a pesky jab so we are confident that operators will adapt to this new challenges as they always have.

If you found this blog interesting, or want more information on how to turn insight into actionable campaigns, why not get in touch?

info@jellybeancreative.co.uk

[1] Skynews.com

[2] https://fortune.com/2025/06/04/ozempic-boom-restaurants-fewer-glp-1-users-dining-out-survey/

[3] Lumina Intelligence, March 2025

[4] Lumina Intelligence

Caitlin Hynd
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