Appetite-reducing meds curb hunger and slow digestion. Great for calorie control – but when people eat less overall, the risk of vitamin, mineral, and fibre shortfalls rises. That’s where fresh produce earns its keep – and its opportunity.
These drugs don’t just change how much people eat; they change what people crave. As smaller appetites settle in, there’s a natural space to eat smarter, not just smaller. Fresh produce becomes the easiest and most effective way to keep the body nourished, comfortable, and energised. It’s nutrient-dense, fibre-rich, satisfying, and supports long-term metabolic health – helping turn “pill-powered” weight loss into sustainable well-being.
The Dimbleby Wake-Up Call
In his recent Ellison-Cliffe Lecture at the Royal Society of Medicine, Henry Dimbleby cut to the chase: the economics of eating are shifting fast. Appetite-suppressing meds are going mainstream. People feel full sooner, pick smaller portions, and the pull of ultra-processed “quick hits” weakens.
That signals massive disruption – and opportunity – across the food industry. We’re entering a new era:
- Visible health inequality will rise as the wealthy get thinner first.
- Corner shops will struggle as demand for vapes, alcohol, and confectionery drops.
- Food companies will have to compete on health, not harm.
This isn’t just about managing risk; it’s about capturing growth in a market reshaped by pharmaceuticals and driven by wellbeing.
A Market Reset – and a Fresh Produce Opportunity
When shoppers buy less overall, they become choosier. They want food that makes them feel well, not just full. That puts fresh produce front and centre.
You can already see the shift: people say no to sweets and sugary drinks, and yes to fruit, salads, and proper veg. Appetite control creates permission to prioritise quality – to consume more fresh produce, not in volume but in value.
Here’s the pivot in plain English: baskets upgrade. Value moves from “cheap and big” to taste, provenance, and convenience. That favours growers, packers, and retailers who deliver the good stuff – premium varieties, honest ripeness, smaller portions, and ready-to-use produce that fits modern lives and smaller appetites.
Retail Must Match the Moment
Put fresh first – in-store and online. Cut the clutter. Curate confident, simple choices. Make “eat better” the easiest path, not a moral lecture.
And don’t fear that “less food” means less revenue. Growth now comes from meaningful units: right-sized packs, helpful prep, smart pairings that turn produce into meals, and margins that reflect genuine quality.
Decide what you stand for: fresher, simpler, faster. Get formats right. Make it effortless for shoppers to enjoy fresh produce daily. Tell the story in one sentence – why it tastes good and how to use it tonight. Partner with retailers to put fresh produce at the front of the aisle and the front of consumers’ minds.
Lead, Don’t Follow
The economics of health are finally aligning with common sense. Fresh produce doesn’t need reformulating or spin. It’s the original functional food – and this is its moment.
As consumers eat less but choose better, let’s make sure the choice they make is fresh. If we do, the fresh produce sector won’t just adapt – it’ll lead the next era of food.
Contact us at Beanstalk.Global to explore further:
📧 info@beanstalk.global | ☎️ 01284 715055
Max MacGillivray