By Tony Goodger, head of marketing and communications, AIMS
It was a bit of an uneven contest over Christmas, do my tax return or write a column for Poultry Business. HMRC will just have to wait.
GLP-1 weight loss drugs will, I believe, be one of the hottest topics for debate during the coming year.
Many will make a new year’s resolution to get fitter and to lose weight. They’ll join a gym and whilst some will succeed, others will fail within a few weeks.
The BBC News website recently carried a picture of Carolyn Harris MP who, as a result of becoming “fed up with the relentless criticism about her appearance” on line turned to using a GLP-1 drug and has lost 10 stone in weight dropping from a size 24 to a size 10 in around 15 months. I do hope that she is happier with her appearance now and no doubt is feeling the benefits from the loss of weight.
According to research from Worldpanel by Numerator (formally Kantar) 4.1% of GB households were using these drugs in 2025 and no doubt this number will increase this year and in the coming years.
As more consumers try GLP-1 weight loss drugs, chicken and eggs are well placed to complement these diets with naturally added health benefits.
Whilst I have often covered chicken in this column I have rarely looked at eggs.
With their high nutrient density and digestibility, eggs are a perfect meal for people using GLP-1s
One of the drugs Mounjaro, says in their meal plan marketing, “eggs are a great addition to a Mounjaro-friendly diet. Packed with protein, essential nutrients, and healthy fats, they help keep you full and satisfied between meals. Just skip the frying and opt for boiled, poached, or scrambled with a drizzle of olive oil”.
Another of the drugs, Wegovy also supports the advice on cooking eggs and adds that “they can also be a valuable part of your weight management plan. This GLP-1 receptor agonist does not restrict specific food groups, and eggs offer high-quality protein, essential vitamins, and minerals that support healthy weight loss”.
All of this creates a brilliant marketing opportunity which some of the UK’s retailers are already tapping into.
Marks and Spencer have just announced the launch of their “M&S Food Nutrient Dense range” which they say are “ideal for those eating less due to age, lifestyle or weight loss medication”.
Morrisons have partnered with health and wellness brand Applied Nutrition to launch a range of “GLP-1 friendly” ready meals, snacks, and high-protein products under a “Small & Balanced” banner.
And it is reported that that Greggs are to launch a range of protein rich options.
Of course, these businesses are moving where one market indicator shows them in terms direction they need to be, weight loss management whilst ignoring another, consumers being urged to move away from Ultra Processed Foods (UPVs).
As we enter 2026 and the rise of GLP-1 usage is expected to drive increased consumer demand for eggs, there is an opportunity for UK egg packers to highlight the benefit of what is the most natural of foods, the egg, in the new diets and weight loss plans of their customers.
Have a great 2026.