Britain’s Love Affair With Potatoes Cools As ‘Fat Jabs’ Change Eating Habits

British potato growers are sounding the alarm as demand for one of the nation’s staple crops dips, with many producers pointing the finger at evolving consumer behaviour driven by weight-loss injections and health-conscious eating.

According to industry reports, orders from supermarkets, food manufacturers and fish and chip shops have fallen by up to 10 per cent compared with the same time last year — a significant reversal after the surge in home cooking seen during the pandemic.

Albert Bartlett, one of the UK’s biggest vegetable growers, says figures show fresh potato sales have slipped by around 2.1 per cent by volume over the past 12 months. The company notes that while demand for potatoes such as Maris Piper once soared as households cooked at home during Covid-19 lockdowns, the trend has now waned.

“Fat Jabs” And Changing Plates

Growers and industry insiders believe the growing uptake of GLP-1 weight-loss injections — often dubbed “fat jabs” — is reshaping British plates. These medications suppress appetite by creating a feeling of fullness, which, farmers say, is leading consumers to shy away from starchy foods such as potatoes and even classic pub favourites like chips and crisps. It’s estimated that millions of people in the UK are now using these medications, though exact figures vary.

The trend towards healthier eating isn’t just anecdotal. Some supermarkets and foodservice operators are already adapting, with retailers introducing “nutrient-dense” ranges and “GLP-1 friendly” meals to cater for those on appetite-suppressing regimes.

Impact And Industry Reaction

Rufus Pilgrim of potato supplier RS Cockerill confirms that sales of varieties traditionally used in crisp production have softened, and warns of a broader shift in eating habits among the population. Meanwhile, growers in Norfolk and elsewhere report that shoppers are increasingly opting for alternatives such as sweet potatoes — often imported from warmer climates — over traditional British white potatoes.

Fish and chip shop owners, central to the potato value chain, acknowledge the trend but note that customers are still visiting — albeit often choosing smaller portions or healthier side options.

Market Oversupply And Price Pressure

Adding to growers’ woes, a strong harvest has led to an oversupply in some areas, driving down prices. Latest reports suggest that varieties such as Maris Piper are changing hands at significantly reduced levels compared with a year ago.

Looking Ahead

While potato remains a beloved and versatile British food, these shifts highlight how quickly consumer preferences can change — especially when influenced by health trends and new medical treatments.

For growers, processors and retailers alike, adapting to this new landscape will be crucial if the humble spud is to retain its place at the heart of the nation’s diet.