The increasing use of weight loss medications like Wegovy in Denmark may lead to a significant decrease in grocery sales, according to a new analysis by De Samvirkende Købmænd (The United Grocers). The organization, representing chains such as Meny, Spar, and Rema 1000, predicts that widespread use of these drugs could alter consumers’ shopping habits and impact the grocery industry’s bottom line.

The analysis suggests that individuals using weight loss medication reduce their grocery purchases by 5% to 7% due to decreased appetite. This could translate to a collective decrease in turnover of between DKK 0.6 and DKK 1.2 billion annually if the approximately half a million eligible Danes were to use the medication. Currently, around 180,000 Danes are taking weight loss medication.

While the potential loss is significant, Jannick Nytoft, CEO of De Samvirkende Købmænd, advises caution, noting that it is still early to determine how consumers will reallocate their spending. He suggests that savings on food might be redirected towards other, more expensive items within the grocery store, such as premium wines or specialty produce.

The trade organization anticipates that supermarkets may need to adjust their product offerings to cater to the changing needs of consumers using weight loss medication. This could involve expanding the selection of lower-calorie options.

De Samvirkende Købmænd acknowledges that measurably changed shopping habits have not yet been observed. However, the organization believes that the ability to adapt to this development will be a crucial factor in the competition within the grocery trade, especially if weight loss medications become more accessible.

The analysis was prompted by similar concerns in the United States, where retailers have already observed changes in consumer behavior related to weight loss medication use. For example, Walmart’s CEO noted that customers using such preparations are buying fewer goods with fewer calories. This trend has also led analysts to downgrade expectations for companies like McDonald’s, anticipating potential customer and revenue losses. Coca-Cola, however, has expressed confidence in its ability to adapt due to its wide range of calorie-free products.

Despite the lack of concrete changes in shopping habits so far, Jannick Nytoft emphasizes that the increased use of weight loss medication will inevitably have an impact on the grocery industry. He urges retailers to proactively assess their product ranges and consider developing or adapting products to meet the evolving needs of consumers using these medications.