The rising use of GLP-1 drugs could have growing implications for the bar and drinks trade, with new research suggesting users are drinking less often, spending less on alcohol and changing what they order on social occasions.
GLP-1 medicines, used for weight loss and diabetes management, are already influencing alcohol behaviour in ways that could affect both drink sales and occasion patterns across hospitality, according to a report from insight consultancy KAM in partnership with Drinkaware.
KAM said between 7% and 10% of UK adults, up to 5.5 million people, are now taking the drugs, with the trend creating what it describes as ‘effortless moderation’. Some 26% of users said they were drinking less without making a conscious effort, while a further 45% said they consciously manage their intake.
The report, Drinking Differently: GLP-1 and Alcohol, found that average drinking frequency among GLP-1 users falls from 3.1 to 2.2 days per week after starting the medication, a drop of 29%. Average weekly alcohol consumption also falls from 4.3 to 3.6 units, down 16%.
However, for 71% of GLP-1 users, alcohol remains central to their enjoyment of social occasions, with growing interest in lower-ABV products, smaller serves and alcohol-free alternatives. Some also said richer, creamier and more heavily carbonated drinks had become less appealing.
That points to a change in the shape of the occasion, with moderation, mixed drinking groups and more selective choices becoming more common. The report also suggests some consumers are trading quantity for quality, which may present opportunities for more premium serves and more flexible drinks lists.
KAM partner Katie Jenkins said, “The data shows that while many GLP-1 users are drinking less, they are not withdrawing from social occasions. Instead, they are redefining how those occasions look, from drink choice to spend to frequency. For hospitality operators, this points to the need to adapt to a future where moderation is more common, mixed drinking groups are the norm, and quality, flexibility and inclusivity become increasingly important.”
Annabelle Bonus, Director of Research, Impact and Strategy at Drinkaware, said, “This report adds to our growing evidence of a shift towards moderation in the UK, as drinking behaviours continue to evolve alongside the rise of GLP-1 medications. Drinkaware is uniquely placed to monitor these trends and respond to emerging insights. We will continue to provide clear, evidence-based information and advice to everyone – whether they are using GLP-1 medications or not – helping people better understand their drinking and supporting moderation as a cultural norm across the UK.”
The survey was carried out online in February 2026 with a nationally representative sample of 1,000 UK adults aged over 18, alongside additional questions put to 207 UK adults who are currently taking or have previously taken GLP-1 medication.
