The development of 'miracle' weight-loss drugs is set to have a major impact on global meat consumption, food industry researchers say.
People on so-called GLP-1 drugs such as Ozempic (semaglutide) are likely to shift to higher-quality and more expensive cuts of meat, according to the Agriculture and Horticulture Development Board (AHDB), a major UK public body in the food and farming sector.
Meat portion sizes are meanwhile set to become smaller and lower in fat overall as a result of weight-loss drugs, originally aimed at people with diabetes but now seeing wider use to target obesity with their appetite-suppressing effects.
"High protein diets are also appealing to GLP-1 users as they support weight loss, muscle maintenance and metabolic health," AHDB said in a May report, describing lean steaks and pork tenderloins as "ideal for users."
This means that a growing number of consumers are likely to overlook fattier cuts - often chef favourites as the rendered fat is used to cook vegetables and carbs and deepen the meaty flavour to dishes.
The trend is already being seen in supermarkets, according to the researchers, who say major retailers are launching a range of smaller portion and nutrient-dense meat products.
These revamped servings "provide enough protein, fibre, vitamins and minerals to support those consumers with smaller appetites," the AHDB said, citing a survey it carried out with the polling company YouGov showing 8 out of 10 GLP-1 users as eating less overall and 4 out of 10 increasing their intake of meat and fish.
Concerns about meat in diets have receded in recent years as increasing incidence of obesity and related diseases such as diabetes has been linked to a boom in the consumption of processed meals and high-fat or sweetened snacks.
However, environmental groups have pointed to meat products causing the largest share of climate emissions associated with the food sector.
