She explained that many customers now want foods that feel filling but not heavy. Protein and fibre are becoming key priorities, along with options seen as healthier overall. To respond, Greggs has been adjusting its menu and testing new products aimed at these changing habits.
This shift comes as the company reported weaker profits and gave a cautious outlook for the year ahead. Greggs has already moved away from relying only on its traditional range of high fat pastries, cakes, and pasties, after noticing long term changes in customer diets.
Currie said the trend goes beyond weight loss medication and reflects a wider focus on health. More people are actively seeking protein rich snacks, even when eating on the go. Shortly after, it launched an egg pot alongside its Eggs at Greggs advertising campaign.
Greggs is not alone. Several major retailers have reported similar changes in shopping behavior. Tesco said that healthier eating habits helped drive growth in fresh food sales. Its chief executive, Ken Murphy, said the company is closely watching how weight loss medication affects buying patterns.
Murphy added that fresh food has been the strongest area of growth and that Tesco also offers a wide selection of high protein products that suit customers focused on weight management.
Analyst Clive Black from Shore Capital noted that grocery volumes dipped slightly over Christmas compared with the previous year.
Together, these forces are reshaping the food industry and forcing well known brands like Greggs to adapt quickly to a changing appetite.
