The UK grocery market is abuzz with the latest health trend: "Jab-uary", a marketing term coined by supermarkets to capitalize on the growing demand for diet foods aimed at people taking weight-loss drugs. The buzz surrounds pricey meals designed to meet the nutritional needs of those using GLP-1 agonists, such as Wegovy and Mounjaro.
High street names like Marks & Spencer, Morrisons, Asda, Ocado, and Co-op are among those jumping on the bandwagon. Ocado's new virtual "weight management" aisle boasts a curated range of products catering to weight-loss diets, from tiny portions of steak at £3.50 to high-end powdered greens supplements for £107 per pack.
The online supermarket notes strong demand for protein-rich staples like steak, chicken, cottage cheese, and health drinks and vitamins. Ocado is also offering M&S's "Nutrient Dense" range of meals, snacks, and drinks touting "high amounts of nutrients per calorie". The Co-op, meanwhile, is selling its own line of "mini meals" – 250g-280g pots inspired by global cuisines at £3.50 each.
However, experts warn that the trend may be overhyped. Jonny Forsyth, a senior analyst at Mintel, says only about 6% of UK adults are taking GLP-1 drugs, and the hype around them is having an "outsize influence" on consumer behavior. The focus on high protein foods could also be fueling other diet trends.
Supermarkets like Sainsbury's and Tesco are introducing new products to cater to this growing demand. The retailer has launched a "Small but Mighty" range of low-calorie ready meals, while the latter is keeping a close eye on how the GLP-1 trend develops.
Despite the hype, there are concerns about whether supermarkets can make small portions work as a virtue in a market where consumers are fed up with shrinkflation. The price premium for these products may also be a drawback, with some experts arguing that they come at a significant cost to consumers.
Markets and food manufacturers must now navigate this complex landscape, weighing the need to adapt to changing consumer behavior against the risks of alienating customers who are already looking to make healthier choices – often by cutting back on discretionary spending.
High street names like Marks & Spencer, Morrisons, Asda, Ocado, and Co-op are among those jumping on the bandwagon. Ocado's new virtual "weight management" aisle boasts a curated range of products catering to weight-loss diets, from tiny portions of steak at £3.50 to high-end powdered greens supplements for £107 per pack.
The online supermarket notes strong demand for protein-rich staples like steak, chicken, cottage cheese, and health drinks and vitamins. Ocado is also offering M&S's "Nutrient Dense" range of meals, snacks, and drinks touting "high amounts of nutrients per calorie". The Co-op, meanwhile, is selling its own line of "mini meals" – 250g-280g pots inspired by global cuisines at £3.50 each.
However, experts warn that the trend may be overhyped. Jonny Forsyth, a senior analyst at Mintel, says only about 6% of UK adults are taking GLP-1 drugs, and the hype around them is having an "outsize influence" on consumer behavior. The focus on high protein foods could also be fueling other diet trends.
Supermarkets like Sainsbury's and Tesco are introducing new products to cater to this growing demand. The retailer has launched a "Small but Mighty" range of low-calorie ready meals, while the latter is keeping a close eye on how the GLP-1 trend develops.
Despite the hype, there are concerns about whether supermarkets can make small portions work as a virtue in a market where consumers are fed up with shrinkflation. The price premium for these products may also be a drawback, with some experts arguing that they come at a significant cost to consumers.
Markets and food manufacturers must now navigate this complex landscape, weighing the need to adapt to changing consumer behavior against the risks of alienating customers who are already looking to make healthier choices – often by cutting back on discretionary spending.
! And what about all the other people who aren't taking weight loss meds? Are they going to be left behind with no options 
? It feels like supermarkets are more worried about making a quick buck than actually helping people make healthy choices 
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like supermarkets r making mini portions of steak for £3.50 and people are buying it in droves i mean im all for being healthy but cmon who can afford that kinda price 
they just seem like overpriced meals to me and not that healthy, I mean £3.50 for steak is crazy expensive! 
what's wrong with eating regular portions of food instead of small portions? and isnt it a bit weird that they're all jumping on the bandwagon at the same time, its like they're all trying to be diet influencers or something 
. Those small portions might be all the rage online, but in reality, people just want value for their money.
. Maybe we just need to take a step back, breathe, and focus on making sustainable lifestyle changes that don't rely on gimmicks or pricey supplements 
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. I think supermarkets need to be more mindful of their pricing and marketing strategies. We can't just keep pushing expensive diets on people who are already struggling to make ends meet.
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. And what's up with all these mini meals? Who thought that was a good idea? 
. I'm worried that supermarkets are going to take advantage of people who are already trying to make healthy changes by jacking up prices on these special "health" foods