Online supermarket giant Ocado has launched a dedicated 'weight management' aisle, featuring smaller portion sizes and nutrient-rich foods specifically designed for the growing number of customers using weight loss injections.
Tailored for the GLP-1 Generation
The new section responds directly to the surge in usage of GLP-1 agonist medications, like Wegovy and Mounjaro. Estimates indicate that up to 2.5 million adults in the UK were using these weight loss injections by July last year. Ocado's own research found that more than one in five (22%) Britons had considered using them, a figure that rises to over a third (37%) among 25 to 34-year-olds.
Charlie Parker, senior nutritionist at Ocado Retail, emphasised the need for dietary support alongside medication. "As weight loss medications become more widely used, it’s crucial that diet and nutrition remain part of the conversation," she said. "Preserving lean muscle mass plays an important role in long-term health, metabolism and overall wellbeing."
What's in the New Aisle?
The aisle focuses on high-protein, balanced meals to support lean muscle preservation during weight loss, a concern for 73% of survey respondents. Products are curated for reduced appetites but sustained nutrition. Key offerings include:
- Turf and Clover small extra lean steak (100g)
- Marks & Spencer's high-protein cottage cheese and 'nutrient dense' range
- Three-ingredient beef burgers and Romesco chicken meals
- Huel ready-to-drink shakes and prepared meals like turkey lentil bolognese, all under 600 calories
Ocado's sales data shows a dramatic spike in demand for protein-rich staples between late December and early January. Week-on-week sales of steak jumped 63%, chicken 88%, cottage cheese 138%, and liquid egg whites 82%.
A Retail Trend Gains Momentum
Ocado is not alone in catering to this market. This move aligns with similar initiatives from Marks & Spencer, Waitrose, and Greggs, all of whom have introduced product lines for consumers on GLP-1 drugs. Despite the rapid uptake, Ocado's survey revealed a knowledge gap, with only 40% of consumers understanding how these medications aid weight loss.
The retailer's initiative aims to bridge that gap by providing convenient, appropriate food choices. "We’re seeing customers actively seek out high-protein, high-fibre foods and balanced meal options to support healthier weight loss journeys and with reduced appetites," added Parker. The launch underscores a significant shift in retail strategy, directly responding to evolving public health trends and consumer behaviour.
