Firms face pressure from shifting demand after weight-loss pills approved

Consumers are increasingly expected to turn to medication to shed the pounds (Julien Behal/PA) - (PA Archive)

Firms are to come under pressure to adapt to rapidly changing consumer demand as more than a third of Britons would consider using new weight-loss pills over jabs, according to new research.

With the launch of Mounjaro-maker Eli Lilly’s new weight loss pill gaining approval last week for use in the UK, consumers are increasingly expected to turn to medication to shed the pounds in what is likely to prompt a major shift in buying behaviour.