Table 2.0: Restaurants absorb 'Ozempic effect' for weight-loss drug consumers

A significant shift is underway in the restaurant industry, particularly in urban India, as eateries adapt to a growing consumer base utilizing weight-loss medications like Ozempic and Mounjaro. Dozens of Indian restaurants and cafe chains are now fast-tracking “Size O” menus – a nod to the popular weight-loss drug – by shrinking portion sizes and offering lighter menu options.

The Rise of “Size O” Menus

This trend mirrors a change already seen in the beverage industry, where diet versions of sugary drinks are gaining popularity. Restaurants are responding to a noticeable change in appetite among customers using medications like semaglutide and tirzepatide, which promote weight loss. Zorawar Kalra, founder of Massive Restaurants, which includes Farzi Cafe and Masala Library, stated, “We are looking at Size O across our fine-dine menus — just like there’s a size zero in clothing.” He added that this is a “reality of the restaurant industry” as medication prices are expected to decrease and more safety data emerges.

Did You Know? Sales of anti-obesity drugs in the year to January surged to Rs 1,363 crore, compared with Rs 574 crore in the previous year.

The change isn’t limited to new menu items. Anurag Katriar, managing director of Indigo Hospitality, noted that Indigo Deli, once known for its large portions, now labels those servings as “an overdose” or “bountiful” carbs. The restaurant is emphasizing protein over carbohydrates and reducing overall portion sizes.

Implications for the Food Industry

The trend is currently concentrated in urban and some semi-urban areas of India, but executives believe it could spread quickly due to the rapid dissemination of information online. The anticipated expiration of semaglutide patents next month is also expected to drive down prices, potentially increasing accessibility and further fueling the trend. Industry experts predict prices could drop by over 65% with the entry of seven to ten new players into the market.

Expert Insight: The restaurant industry’s response to these medications highlights a broader shift in consumer behavior and a willingness to proactively address weight and health concerns. This adaptation demonstrates the industry’s sensitivity to evolving customer needs and preferences.

Both semaglutide and tirzepatide work by promoting a feeling of fullness and slowing down stomach emptying. While the increase in drug sales may not directly correlate with a rise in diabetes cases, experts suggest it indicates a growing desire among individuals to take action regarding obesity. Dr. Anoop Misra, chairman of the Fortis Centre of Excellence for Diabetes, Metabolic Diseases and Endocrinology, recommends restaurants clearly indicate protein and carbohydrate content and that individuals consult nutritionists for high-protein diets, while avoiding high-fried and spicy meals when taking these medications.

Frequently Asked Questions

What is driving the change in restaurant menus?

The increasing use of weight-loss medications like Ozempic and Mounjaro, which reduce appetite, is prompting restaurants to offer smaller portions and lighter menu options.

Which restaurants are adopting this new approach?

Dozens of Indian restaurants and cafe chains, including those owned by Massive Restaurants (Farzi Cafe, Masala Library) and Indigo Hospitality (Indigo Deli), are implementing “Size O” menus.

What is expected to happen with the price of semaglutide?

Semaglutide prices are expected to drop significantly, potentially by over 65%, once patents expire next month with the entry of new market players.

As weight-loss medications become more prevalent, will restaurants continue to innovate their menus to cater to changing consumer appetites?

Table 2.0: Restaurants absorb ‘Ozempic effect’ for weight-loss drug consumers