- Publication date: Wednesday 12 August 2026
- Editorial submissions deadline: Friday 17 July 2026
- Editorial contact: Amy North amy.north@wrbm.com
The rapid rise of GLP-1 weight-loss drugs such as Ozempic and Wegovy is beginning to reshape eating habits globally, prompting questions about their long-term impact on food categories traditionally associated with indulgence, including bakery.
This feature explores how UK bakers are responding to changing consumer behaviour. Are shoppers buying fewer sweet goods, or simply choosing differently? How are reformulation, portion control, and added-value propositions evolving? And could bakery, with its focus on craft, quality and experience, prove more resilient than expected?
Key questions this feature will explore:
- What impact are GLP-s having on consumers eating and shopping habits in general?
- How is this extending to bakery items? For example, are consumers buying fewer or choosing differently? And what impact is it having on volumes so far?
- What do consumers using GLP-1s want from bakery?
- How is this playing out in different categories such as bread, sweet treats, and so on?
- How are operators and retailers adapting their ranges, pricing or merchandising strategies in response?
- What NPD has been rolled out to help consumers using GLP-1s still buy into bakery?
- Looking ahead five years into the future, how do you think GLP-1s will reshape the bakery category?
- What should bakeries be doing now to stay relevant in a potentially lower-consumption environment?
- Are GLP-1s a threat to bakery or an opportunity? Why?
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