Could weight-loss drugs reshape the food economy in the Middle East?

With its frequent takeaway orders and dining-out culture, the Middle East could be an early test case for how weight-loss drugs change the food business. As use of GLP-1 medicines rises, some consumers are beginning to eat differently.

PwC Middle East’s Voice of the Consumer 2025 survey found that 9% of respondents across Saudi Arabia, the UAE, Qatar, and Egypt were using prescription weight-loss medications, compared with 5% globally. Another 43% of regional non-users were open to trying them.

GLP-1 medicines such as Ozempic, Wegovy, and Mounjaro can suppress appetite and affect food preferences. For restaurants, delivery platforms, and supermarkets, the growing use of weight-loss drugs raises a commercial question: will customers buy smaller meals, change what they order, or make fewer impulse purchases?

Now, the industry’s challenge is how to maintain profits when people want less food and demand specialized nutrition and food choices.

SMALLER APPETITES, SHIFTING CRAVINGS

Changing eating habits is becoming increasingly familiar, says Sabine Karam, CEO and Co-founder of iDiet. Some customers are eating just one meal a day, while others are reconsidering foods they once enjoyed.

“More and more people tell us they’ve started Ozempic, Mounjaro or another GLP-1, and the first thing that changes is how much they can eat,” Karam says.

She says one customer who used to enjoy her meal plan started having trouble finishing her food, so the company gave her smaller portions. Another customer asked for a smaller meal size just two weeks after starting Ozempic.

“The medication turns the appetite down, but it doesn’t automatically change habits or cravings,” Karam says.

One iDiet customer taking a GLP-1 medication continued craving pizza and doner despite eating only two meals daily. Other customers have become reluctant to eat carbohydrates or desserts, prompting the company to adjust their plans gradually, she says.

Jaseera Manipparambil, Clinical Dietitian and Nutritionist at Aster Jubilee Medical Complex in Bur Dubai, says patients often reduce portions and snack less frequently. However, their responses vary considerably.

“It is too early to say whether this will significantly reduce overall food consumption across the Middle East,” she says. “I believe we are more likely to see changes in eating habits and food choices initially, rather than a major drop in overall food demand.”

Amit Dutta, Director, Agri, Food & Nutrition at Frost & Sullivan, identifies growing interest in protein-rich foods alongside a preference for moderation, ingredient transparency, and portion control.

He expects discretionary spending on treats and indulgent foods to rise in the near future. However, he notes that clear regional spending patterns have yet to emerge.

This uncertainty makes planning hard. They can prepare for changing preferences, but cannot yet assume every GLP-1 user will cut food spending by the same amount.

SMALLER ORDERS > THINNER MARGINS

Restaurants and delivery services could feel the financial impact the most. A customer who once ordered a burger, fries, and dessert may now choose only the burger. 

“GLP-1s won’t empty the region’s restaurants, but they could quietly trim what ends up on the plate and on the bill,” says Josh Gilbert, lead analyst for APAC and the Middle East at eToro.

Gilbert says some Dubai restaurants are already offering smaller portions to accommodate customers using appetite-suppressing medications.

He believes businesses built around indulgence and high sales volumes face the greatest exposure. Snacks and sugary drinks are particularly vulnerable, he says, followed by fast food and delivery.

“Launching products is easier than replacing revenue lost if customers buy fewer snacks and sugary drinks,” Gilbert says.

Delivery services have another challenge. Even a small meal still needs a driver, packaging, and logistics. If people spend less per order, each delivery becomes less profitable.

Gilbert says that investors should monitor order frequency and the number of items sold, rather than relying solely on revenue growth. Price increases can temporarily conceal weakening demand.

For restaurants, the response may involve redesigning menus and pricing rather than simply serving less food. 

Karam believes customers should be able to choose smaller meals. “Lighter or half portions on the main menu, not hidden in the kids’ section, are the obvious first step,” she says.

But offering smaller portions creates a pricing challenge. Customers might expect to pay much less, even though restaurants can’t cut costs by the same amount.

Karam suggests selling meals by components, such as a quality protein with one side, or introducing small-plate bundles. Gilbert sees potential in premium nutrition-focused meals and memberships that encourage repeat purchases, although higher service fees could discourage customers.

THE BUSINESS OF EATING LESS

A smaller basket is a problem for businesses built on volume. It may also create room for supermarkets and packaged-food brands to compete on nutrition, convenience, and portion size. Customers eating less still need adequate nutrition.

Manipparambil says smaller meals should contain sufficient protein, fiber, vitamins, and minerals. That creates room for nutrient-dense snacks, smaller ready-to-eat meals, and convenience products without excessive portions.

Global food companies have already begun experimenting. In 2024, Nestlé announced Vital Pursuit, a US food range aimed at GLP-1 users and people managing their weight. The range includes portion-controlled frozen meals with protein, fiber, and essential nutrients.

This launch could be a model for manufacturers in the region, but it does not show that similar products would be as popular in the Middle East.

Dutta believes manufacturers should reconsider products centered on impulse purchases and convenience, expanding into functional nutrition and portion-controlled offerings.

Supermarkets could also respond by making protein content easier to identify and stocking more single-serve products.

Karam sees potential in mini meals, protein snacks, and soups for customers who struggle with nausea.

“But it has to be real nutrition, not a ‘GLP-1 friendly’ sticker,” she says.

Gilbert says protein has quickly become a crowded market, and a health-focused label alone does not mean people will keep buying or pay higher prices.

Karam believes the UAE food industry has not kept pace with healthcare developments. Some companies have introduced dedicated GLP-1 menus or meal plans, but she argues that personalization matters more than simply creating a new product category.

“The real shift will come when the food industry stops labeling and starts personalizing, so the right choice becomes the easy one for each person,” she says.

WHEN THE MEDICATION STOPS

One complication could determine whether GLP-1 medications permanently change the food economy: consumers don’t necessarily stay on treatment forever.

Karam recalls a customer who discontinued medication because of stomach discomfort. Her appetite returned, she began eating beyond her meal plan, and regained weight.

That poses a problem for businesses building product lines around appetite suppression. Should they assume a permanent shift in demand when both medication use and its effect on eating may change over time?

Dutta says the long-term impact depends on sustained drug adoption and whether consumers maintain their new eating habits.

Meanwhile, for restaurants and retailers, the practical response is to test smaller portions, clearer nutritional information, and more flexible pricing while watching actual purchasing behavior.

At iDiet, the first sign of change is sometimes a customer asking for less food. For the wider industry, the challenge is making that smaller order commercially worthwhile without giving consumers a reason to stop ordering altogether.