Restaurants shrink menus as more households use GLP-1
Protein and fibre are now on the menu for most.
Smaller servings of popular meal items, along with more protein and fibre, are on the menu, as the increase in the use of weight loss drugs changes how consumers eat and dine, several reports have revealed.
Weight loss drugs such as Ozempic and Wegovy work by mimicking a natural gut hormone called GLP-1, which makes the body feel fuller for longer.
In a report by KPMG released last March 2025, GLP-1 users spend 61% less on takeout/delivery and 63% less on restaurants. 31% also reduced their grocery spending. This is an estimated $55b decrease in food and beverage spending.
However, this does not mean that consumers are ditching restaurants entirely. Global market research and technology firm Circana published in January 2026 reveals that GLP-1 users decrease the average number of items ordered per trip by 1%. This aligns with a broader trend, as 35% of all restaurant consumers reported ordering smaller portion sizes in October for health-related reasons. This shift suggests that restaurants can encourage add-on purchases by offering smaller, more tailored portion options.
In Australia, the use of GLP-1 has increased, with 12% of Australian households reporting at least one member using GLP-1 medication as of September 2025.
Circana’s Australian shopper panel reveals distinct behavioural changes among GLP-1 users. They are more likely to eat “mini meals,” choosing nutrient-dense products that deliver protein, satiety and fibre in smaller pack formats.
Daniel Bone, Insights Director - Australia at Circana, said that the rise of GLP-1 medications represents a profound shift in consumer behaviour, especially in the short-term. The opportunity lies in product innovation and positioning – from high-protein, low-calorie, and portion-control options, to new ways of educating consumers about GLP-1-friendly foods.
“The full impact of GLP-1 medications is still unfolding, but it’s clear they’re reshaping diets, shopping baskets and dining choices. Brands that invest in learning more about these evolving consumer needs will have a greater chance of capitalising on this changed market,” Bone said
In 2025, McDonald’s CEO Chris Kempczinski accurately predicted that protein would become widely popular during the year.
Quick-service restaurant brands such as Subway, Chipotle, and Shake Shack have all released protein-packed menu items.
Kempczinski predicts that this year, fibre will become popular.
“For 2026, my prediction, take it to the bank, number one, fibre is going to be big. Number two, sweet and spicy together is going to be a big food trend, and number three, you’re going to see a lot of beverage innovation,” Kempczinski said.
Opportunity for ‘healthy’ fast food
John Vincent, owner and founder of UK-based chain LEON, said that the popularity of weight loss drugs could present an ‘opportunity’
Vincent told the BBC that the dishes the brand serves are ideal for those on GLP-1. LEON serves what it calls “naturally fast food”, offering healthier, Mediterranean-inspired alternatives to traditional fast food.
Taken together, the data from the US, UK and Australia suggest GLP-1 drugs are already reshaping how often people eat out, how much they order and what they prioritise on menus, pushing restaurants towards smaller portions and higher-protein, higher-fibre options. In Asia, however, there has yet to be clear evidence of a comparable shift in restaurant behaviour or menu strategy, indicating the impact remains uneven and may lag markets where GLP-1 adoption is further advanced.
