Younger Australians lead the shift in how GLP-1 users order fast food

63% said their typical fast food spend had not changed and four in ten had not changed their order at all.

Australians under 35 are the most likely to change how they order fast food whilst using weight-loss medications, moving fastest towards higher-protein items and greater nutritional transparency, according to new research from Ideally.

The study found that under-25s and 25 to 34-year-olds were the most likely age groups to change their fast food orders, with 26% of under-25s choosing higher-protein items. Under-25s also over-indexed on wanting calorie or protein counts displayed, with 21% calling for it.

The findings come from GLP-1 Sentiment and Snacking in Australia, a study of 531 Australian adults weighted to national population benchmarks. Across all GLP-1 users, 63% said their typical fast food spend had not changed, and four in ten had not changed their order at all, but those who did adjust moved consistently towards higher-protein, smaller and simpler orders.

Lucy Travaglia, head of research at Ideally, said the research reflected an existing consumer shift gathering pace rather than an entirely new behaviour. "The market is already moving towards smaller, healthier eating occasions, and the brands that get onto that trend now will be best placed if adoption grows," she said.

The report noted that several major chains are already moving in this direction, citing Guzman y Gomez expanding its Mini range, Grill'd leaning into protein with the SuperBun, Nando's raising the prominence of protein-led wraps, bowls and snacks, and McDonald's rolling out the Crispy Chicken Snack Wrap alongside flexible meal sizing. It said these moves were not built for GLP-1 users but showed the category heading the same way regardless.