Post by Kate Whillock

M&S has just made the Ozempic shift official 💉 Around 2.5 million people in the UK are now thought to be using weight-loss medications like Ozempic, Wegovy and Mounjaro. And M&S have just launched a new Nutrient Dense range, explicitly designed for people with reduced appetites, including those using weight-loss medication, where the focus isn’t fewer calories alone, but more nutrition per mouthful. In this bold NPD move, they're responding to a structural change in how people eat. When appetite drops: • portion size matters • nutrient density matters more • protein, fibre and micronutrients become non-negotiable And M&S aren’t alone. Other grocers are now building ranges around: • smaller, controlled portions • high-protein, high-fibre meals • functional, health-led positioning What’s especially interesting is how quickly this logic is spilling into other categories. We’re already seeing beauty brands developing products for GLP-1 users too: • skin barrier support as weight changes rapidly • formulas addressing dryness, dullness and texture shifts • body care for loss of firmness and elasticity The common thread? When people eat less, everything has to work harder - food, skincare, supplements, routines. But the real takeaway here isn’t about weight loss. It’s about how physiological change creates entirely new product needs, and how quickly smart brands move when they see it. This is what early, insight-led innovation actually looks like, and exactly where fast, granular consumer insight should be shaping NPD. Reach out if you want to explore what your audience needs next 💡