Heineken warns UK pubs of shifting habits due to GLP-1 drugs

Heineken has advised hospitality operators in the United Kingdom to prepare for changing consumer behaviors driven by the rising popularity of GLP-1 weight-loss medications, such as Ozempic and Wegovy. In a presentation to industry customers, the brewer noted that these drugs can reduce appetite and the desire for alcohol, potentially leading to fewer drink orders and lower overall spending per visit.

To mitigate the impact on revenue, Heineken recommends that pubs and bars adapt by offering smaller portions, such as half-pints, increasing the selection of low- and non-alcoholic beverages, and pairing drinks with small food plates. The company stated it is monitoring these trends and expects to continue observing consumption shifts through 2027.

Market research from Circana supports these concerns, showing that in the United States, households with at least one GLP-1 user spent approximately 7% less on alcohol and 13.5% less on beer per month compared to households without users. While some industry players like Carlsberg have expressed caution regarding the direct causality of these trends, Heineken views the physiological effects of the medication as a significant business risk to the traditional drinking culture.