Smaller appetites, new opportunities

As consumers slim down through the use of weight-loss drugs, their eating habits are changing too, and fish and chip shops may need to adapt if they don’t want to lose this market altogether

Weight-loss drugs have surged in popularity over the last few years, with an estimated 1.6 million adults in England, Wales and Scotland using medication such as Wegovy, Mounjaro and Ozempic between 2024 and 2025, according to research by University College London. 

The study, published in BMC Medicine and funded by Cancer Research UK, also found that a further 3.3 million people said they would be interested in using weight-loss drugs over the following year.

The drugs work by mimicking the natural hormone GLP-1, which suppresses appetite and helps people feel fuller for longer, but while they have helped people lose weight, they also appear to be reshaping some users’ spending and eating habits.

Research from Worldpanel by Numerator found that people taking GLP-1 drugs are eating smaller portions, choosing healthier and more protein-based foods, and in some cases skipping meals altogether. Some 62% reported cutting out or trying to reduce meals out, while 40% said they wanted smaller portions on menus. A further 13% said they had cut out takeaways completely, while 26% wanted GLP-1-friendly sections on menus. A separate study by Cornell University also found an 8% decline in spending at fast food chains, coffee shops and limited-service restaurants among GLP-1 users.

Smaller portions

These changes have important implications for the takeaway industry, and fish and chip shops should look at adapting their offer rather than simply losing these customers. The most obvious opportunity is smaller portions and ‘light bite’ options. A half-size portion of fish and chips, sausage and chips or chicken and chips could appeal to customers who want something lighter. If priced correctly, a smaller portion does not necessarily mean a smaller margin. A portion that is more than half the price of the full-size meal can still make good commercial sense.

There are other options too. I spoke to French and Frys, a shop in La Rochelle, which is offering a Caesar salad topped with fish rather than chicken for customers looking for something without chips. Grilled fish is another option that also works well in the summer when customers may want a lighter meal as well as in January and February when people are often looking to cut back after the excesses of Christmas.

The important point is that these options should not be aimed solely at people taking weight-loss drugs. Hot weather can reduce appetites, older customers may prefer smaller meals, and couples or families may simply want to share. My parents, for example, will often share a portion of fish and chips or ask for a children’s portion. This is where operators could rethink the way smaller meals are marketed. Rather than labelling them as children’s meals, offer ‘smaller appetite’ or ‘light bite’ options that are available to everyone.

Sides can also play a part. Mozzarella sticks, onion rings and other smaller items can be packaged into deals, giving customers the choice to build a meal that suits their appetite while allowing operators to control costs and margins.

Rethink children’s meals

There is also an opportunity to rethink children’s meals. They don’t have to be limited to nuggets and chips. A better selection of smaller portions, including fish, could appeal to older customers who want the portion size but not necessarily a children’s meal.

It may seem that offering smaller portions means taking less money, but that is not necessarily the case. If the pricing, portion size and product mix are right, smaller meals can attract customers who might otherwise skip the visit altogether – and that is a sale worth having.