How Weight-Loss Drugs Are Completely Transforming the Way People Shop for Clothes

A Whole New Wardrobe: The GLP-1 Shopping Revolution

For Hayley Grice, 50, from Shropshire, the transformation has been nothing short of life-changing. After two years on the GLP-1 weight-loss injection Mounjaro, she has dropped an astonishing seven dress sizes — and her shopping habits have shifted just as dramatically.

"I'm now at a point where I'm going to buy even more clothes," she says with enthusiasm. "I'm very happy with my physique right now."

Grice, who co-founded a business with her husband and serves as its financial director, had spent most of her adult life wearing UK sizes 26 to 28. She attempted gastric bypass surgery back in 2009, but regained the majority of the weight. Like many people living with severe obesity, her clothing choices were driven by necessity rather than preference.

"When you are so morbidly obese, you dress in what you can, what will fit," she explains. "You can't really choose the latest fashion or whatever your style is."

Now a UK size 12, Grice shops at mainstream retailers instead of specialist plus-size outlets online. She embraces colour and statement pieces she once would have avoided entirely. "I would have shied away from anything that drew attention to me," she admits. "And now I don't care — if I like it, I'll wear it."

GLP-1 Drugs Are Creating an Entirely New Type of Consumer

The surging popularity of weight-loss medications such as Novo Nordisk's Wegovy and Eli Lilly's Mounjaro is sending ripple effects far beyond the doctor's office. These drugs are fundamentally reshaping consumer behaviour — particularly when it comes to fashion and clothing.

In the United States, where roughly one in five adults (21%) have tried GLP-1 medications, noticeable shifts have occurred in spending on groceries, alcohol, and apparel. The United Kingdom appears to be following a strikingly similar path.

According to fresh research from the consulting firm PwC, approximately 5% of British adults — nearly 3 million people — are currently taking GLP-1 drugs, while 9% have used one at some point. That figure is projected to climb to 13%, or around 7 million people, by the close of next year.

"A single class of medication is already influencing how millions of people in Britain eat, drink, exercise and shop," PwC states in its findings. "GLP-1s are doing far more than reducing appetite. They are creating a new consumer."

Who Is Using GLP-1 Medications?

The user profile is revealing. Around 60% of GLP-1 users are women, with usage peaking among those aged 25 to 44 at 13%, according to Tamara Sender Ceron, head of fashion retail at market research company Mintel. One in ten women between the ages of 35 and 54 are currently on these drugs.

From a socioeconomic standpoint, 20% of users come from the wealthiest households, while just 6% are from lower-income backgrounds. Notably, PwC found that 83% of prospective users said they would be more inclined to try GLP-1 medications if they were available in pill form.

That option has now arrived. Novo Nordisk recently launched a once-daily Wegovy tablet in the UK — currently available on private prescription only — with prices ranging from £69 per month for the starting 1.5mg dose up to £269 for the highest 25mg dose. By comparison, the injectable version costs between £79 and £250 monthly, while Mounjaro injections range from £54 to £300 per month.

Eli Lilly has also entered the oral medication space, launching a competing tablet called Foundayo (orforglipron) in the US in April. Both pill options are generally less expensive than their injectable counterparts, opening the door to a broader user base.

Dr Craig Primack of US telehealth company Hims & Hers noted the significance of this development: "This is a whole new set of people that weren't using any weight-loss drugs, and now they're comfortable with that."

Patients are advised that GLP-1 medications can cause side effects including nausea, vomiting, diarrhoea, and constipation, and in some cases may lead to more serious complications such as kidney damage.

Changing Bodies, Changing Wardrobes

Research from both PwC and market intelligence firm Circana consistently shows that GLP-1 users not only eat less and make healthier food choices — they also spend considerably more on clothing, activewear, skincare, haircare, and health-monitoring gadgets.

In the UK specifically, 42% of GLP-1 users report increased spending on clothes, with particular enthusiasm for activewear and occasion wear such as wedding guest outfits and formal attire.

Jacqueline Windsor, PwC's UK head of retail, says consumers are seeking what she describes as a "transition wardrobe" — versatile pieces that accommodate ongoing size changes. She notes that many users have become "body proud," gravitating toward more tailored, fitted silhouettes that celebrate their evolving shape.

Melody Ewert, 45, from Minnesota, offers a relatable perspective from across the Atlantic. She has been taking GLP-1 medications for nearly a year and has noticed her shopping habits shifting steadily as her size decreases. She briefly tried the Wegovy pill but returned to Eli Lilly's Zepbound injections at $450 per month after experiencing unwanted side effects.

"I have been shopping mostly at thrift stores and the sales racks for clothes," she says. "I am still actively losing weight so I don't want to buy a whole new wardrobe until I've reached my goal of 150lb. Bras and underwear are something I've had to buy most often."

Like many users, she has also noticed lifestyle shifts beyond the scale — wearing more colour instead of defaulting to black, and layering up more as she feels less overheated than before.

The Economic Impact on Fashion Retailers

Clinical trials found that Wegovy produced an average weight loss of 21kg (around 46lb) over 72 weeks — roughly equivalent to four dress sizes. Even a conservative real-world estimate of 5kg lost, with a waist reduction of 4 to 5 centimetres, represents one complete size change, according to Stephen Fitzgerald, a former commercial director at Marks & Spencer.

"There are predictions that 10 to 15% of the UK population could be taking these drugs by 2030," Fitzgerald notes. "The effect on apparel retailers should be significant."

Analysts at Berenberg bank estimate that GLP-1 adoption could deliver a 1% boost to the overall UK clothing market annually over the next three years. Mid-market retailers — including M&S, Next, and Zara — are best positioned to benefit, given their appeal to older and more financially comfortable shoppers.

Anne Critchlow, an analyst at Berenberg, also suggests it may be no coincidence that fashion is pivoting away from the oversized, boxy silhouettes that dominated during and after the pandemic — when weight gain from lockdowns was widespread — toward more body-conscious, structured styles.

The Rise of New Beauty and Shapewear Categories

As bodies change rapidly, new consumer needs are emerging. Shapewear is expected to grow in popularity among those who experience loose or sagging skin following swift weight loss. Meanwhile, beauty and haircare brands have begun launching product lines specifically targeting GLP-1 users, addressing concerns such as a gaunt facial appearance — commonly referred to as "Ozempic face" — as well as hair thinning.

The Painful Cost for Plus-Size Retailers

While mainstream fashion brands stand to gain, the impact on plus-size retailers has been severe. Simon Wolfson, chief executive of Next, has confirmed to analysts that sales in very large sizes have declined noticeably.

The blow has been felt most acutely by specialist plus-size businesses. London-based BeigePlus, which offers designer fashion for women in UK sizes 16 to 28, has recorded a 20% drop in sales over the past two years.

"The impact has been nothing short of catastrophic," says chief executive Hennie Fearnley.

As GLP-1 medications become more accessible — particularly in affordable pill form — the fashion industry faces one of its most profound structural shifts in decades. For consumers like Hayley Grice and Melody Ewert, that shift is deeply personal. For retailers, it represents both an extraordinary opportunity and, for some, an existential challenge.