Dietary adjustment with reduced servings and increased protein: The 'Ozempic diet' now accessible in Dubai
The rise in the use of GLP-1 drugs, such as Ozempic, Mounjaro, and Wegovy, is transforming not only the pharmaceutical market but also the restaurant industry. These drugs, which work by slowing digestion and signalling the brain to promote a feeling of fullness, leading to reduced appetite and weight loss, have had a significant impact on consumer behavior.
U.S. sales of GLP-1 drugs have surged from about $4 billion in 2020 to an estimated $35 billion in 2024, with projections exceeding $100 billion by 2030. This surge is driven by the growing prevalence of obesity and type 2 diabetes and expanding medical and weight loss indications for these drugs.
One of the noticeable impacts on the restaurant industry is the reduction in appetite and food intake among GLP-1 drug users. Many users eat less and change their eating habits, which can reduce overall restaurant patronage and alter ordering patterns, with fewer high-calorie meals consumed.
To cater to this shift, some restaurants are offering lighter, lower-calorie, or smaller portion options. For instance, The Cheesecake Factory has a "SkinnyLicious" menu at its UAE branches, while Town restaurant in London allows diners to order half-portions of selected main menu items and desserts. The Banc Dubai has introduced a new menu called Mini Bancer, designed for people using weight-loss injections. Examples of dishes on the Mini Bancer menu include half-sized grilled sea bream, barbecue melt chicken, lamb kebab, tiger prawns, wagyu beef tartare, baklava bites, and half-sized apple pies.
Clinton Hall, a group of burger and beer restaurants in New York City, has introduced a Teeny Weeny Mini Meal, which is targeted at GLP-1 users. The Banc Dubai is not the first to introduce a so-called "Ozempic menu" as an increasing number of GLP-1 users say they are dining out less.
The shift towards healthier and smaller portions is not just a temporary trend. Since many GLP-1 users stay on these drugs long term for maintenance, the restaurant industry may see sustained shifts in consumer demand patterns over years, requiring ongoing adjustments in menu design, portion sizes, and marketing strategies.
Furthermore, a survey by Morgan Stanley found that about two-thirds of GLP-1 users said they spent less money at restaurants. This trend is challenging traditional restaurants reliant on high-volume dining. To address these challenges, some restaurant chains and food companies are innovating with new menu items catering to GLP-1’s appetite-suppressing effects by offering nutrient-dense, flavorful, but lower-calorie meals that satisfy smaller appetites.
In conclusion, the expansion of GLP-1 drug use is not just a pharmaceutical trend but is ripple-effecting lifestyle and consumer sectors like the restaurant industry. The key responses observed are menu and portion changes to align with reduced appetite and healthier living preferences among a growing consumer base on GLP-1 therapies.
- The Gulf region, including countries like the UAE, is seeing changes in the restaurant industry due to the rise in GLP-1 drug use.
- Restaurants are offering lighter, lower-calorie, and smaller portion options to cater to GLP-1 drug users who have reduced appetites.
- For instance, The Cheesecake Factory in the UAE offers a "SkinnyLicious" menu, while The Banc Dubai has introduced a Mini Bancer menu.
- Clinton Hall, a group of burger and beer restaurants in New York City, has introduced a Teeny Weeny Mini Meal for GLP-1 users.
- The Banc Dubai is not the only restaurant offering an "Ozempic menu," as more GLP-1 users are dining out less.
- A Morgan Stanley survey found that about two-thirds of GLP-1 users spend less money at restaurants, posing a challenge for traditional restaurants reliant on high-volume dining.
- To address these challenges, some restaurant chains and food companies are innovating with new menu items that cater to GLP-1 users' healthier living preferences, offering nutrient-dense, flavorful, lower-calorie meals.
