Hayley Grice, 50, from Shropshire, has dropped seven sizes after starting on the GLP-1 weight loss jab Mounjaro two years ago.
Now a UK size 12, she shops in standard stores rather than from online plus-size retailers.
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“I would have shied away from colour, I would have shied away from anything that drew attention to me,” says Grice.
“And now I don’t care, if I like it I’ll wear it.”
The widespread take-up of weight loss drugs such as Novo Nordisk’s Wegovy and Eli Lilly’s Mounjaro is not only shaking up food habits, but spending across the board – and on wardrobes in particular.
In the US, where one in five adults (21%) have tried GLP-1 drugs, spending on grocery, alcohol and apparel has shifted noticeably.
Britain appears to be on a similar trajectory, where 5% of adults, or nearly 3 million people, are now on the drugs while 9% have taken one at some point, says new research from the consultancy PwC.
It expects this number to rise to 13% by the end of next year – about 7 million people.
“A single class of medication is already influencing how millions of people in Britain eat, drink, exercise and shop,” says PwC.
“GLP-1s are doing far more than reducing appetite. They are creating a new consumer.”
About 60% of GLP-1 users are women; 6% come from lower-income households whereas 20% are from the wealthiest; and 83% of potential users said they would be more likely to take GLP-1s if they were available as a pill, according to PwC.
