Weight Loss Jabs

[Music] Thanks for listening to our podcast today which is all about GLP1 usage. I'm Debbie Newbold, founder of Flume and today I'm chatting with three of our research directors who've been digging into this fascinating topic. Over the past few years the Flume team has implemented and led many projects that have had a focus on health and nutrition. Over this time we've seen various trends come and go but there was one trend that we've had a close eye on and wanted to understand more about it. Nearly 1.5 million people in the UK are estimated to be using the weight loss jab and the number is definitely growing. The advent of GLP1 medication as a mainstream option is changing the narrative around dieting and weight loss. It's no longer the preserve of celebrities and has become easily accessible, making it a potential game changer. So we at Flume were curious to find out more about the use of weight loss jabs. How their usage is changing the way people live, the way they think about food, how they shop and importantly their relationship with brands. So without further ado let's dig into this topic over to Anna, Rebecca and Bobita to find out more. Firstly Anna, tell me a little bit more about why you decided to dig into this particular topic. Well Debbie we've done a lot of research as you know many online communities where we've been looking into trends around health and nutrition and what we've seen particularly since COVID is the onus on positive goodness and functional ingredients, eating food that allow you to mentally and physically thrive. And it was really interesting because when we started thinking about the weight loss jab and reading about it it was quite obvious that potentially we're coming back to this whole notion of food deprivation actually and we wanted to really understand if you know having gone through this trend of positive goodness and eating foods that are positive nutritious for the body are we taking a step back and going to an ear of deprivation and wanting to be thin again. Interesting so you think that we're boomeranging back a bit? Well potentially and that was our central hypothesis going into this we wanted to understand if in fact that was the case and if we are going back to that era of really strict dieting. Rebecca what are your thoughts on this? I mean I think obviously I echo everything that Anna said but one thing that we always see when we ask people time and time again you know what's your kind of food philosophy what's your approach to food it's always about all things in moderation and there's a lot of mirroring of that kind of sentiment with the weight loss jab you know it's it's about the way it alters your brain chemistry to have that approach to moderation and food and it was quite interesting to see how that played out once you're on the jab and I guess that's something we'll touch on a bit more later on. So Babi to tell me a little bit about how you chose to explore this. So we used an online platform with AI led interviews we spoke to 50 people who you know responded through voice notes and the sample consisted of current GRP1 users who were using the weight loss jab through self-inded approach so you know through private prescriptions. Fantastic. Rebecca any thoughts from you on this? I think I mean it was we had a many methodologies we could have chosen obviously and one of the key things we needed was kind of honesty and openness from people and clearly we had to take an individual approach to that and it was very encouraging and again it's something we'll touch on I'm sure as the conversation goes on but the way that people respond very frankly at great length using this kind of AI approach was really quite refreshing and quite interesting. And what about the speed of using AI? A very fast you know we started fieldwork I think on a Monday afternoon and by Tuesday morning fieldwork was complete you know it was a very nifty agile methodology and even to find out whilst there are 1.5 million people using them you know it's still quite a relatively niche sample to find and even looking for those people fieldwork was done very quickly. Fascinating. So let's think about all the learnings Anna from you what surprised you most? Well to be honest there are lots of things that surprised me about it but I think you know many of the people that are on our panel which include both men and women had really started on the on the jab because it was born out of frustration of just other diets just not working for them. And I think what surprised me most is that the the people who have gone on to the jab and we had users who been using it between six and 12 months all of them had seen positive effects really quickly but didn't consider that they would be going back to where they were before so it felt like that they'd found a solution that would finally and they called it food noise actually that would finally quiet and these this food noise that they'd always had to deal with what am I going to eat when am I going to eat what can I what can't I eat and so for me that was the most surprising thing that they have found a solution that works and that they can see working for quite a long time a period of time. I think that's interesting because Oprah talks a lot about food noise doesn't she? Rebecca for you what did you find was the most surprising thing that you learnt from this study? I think it hadn't occurred to me how the impact might touch people beyond the user you know you think about it as being something that affects your own relationship with food the way you eat the way you choose to snack or prepare your meals or whatever it may be but actually affects the whole household in ways that we haven't really considered whether it's you know different meals being prepared cutting out snacking the way that people then shop differently and buy different things for their kids but also conversely perhaps taking away some of the joy of not just food but the the role that food has in people's lives you know it's it's a shared experience it's about taking time out and if you're eating food in a different way or preparing meals in a different way that has got implications beyond just yourself you know affects the people around you. So a sort of ripple effect? A ripple effect exactly that yeah but those people around you did they have any negativity towards say mum being on the jab and everybody else in the household having to be deprived of things or did you not find that? I mean the experiences people talked about they're kind of reflecting on it themselves on behalf of other people I guess so they see it as a positive thing you know their kids maybe snacking less because they're bringing less snack food into the house that kind of thing whether those people would agree you know if you could do a fascinating study with the kids you know the secondary audience would be really interesting but they use it themselves see that side of things that is as pretty positive yeah. Fascinating but beta what about you what did you think was the the thing that surprised you most for this with this project? So for me I think it's about the fact that people are looking at food through a much more irrational lens so you know there's there's this whole thing about being a lot more informed in the choices of the foods that they're you know they're choosing and there's a lot less of this emotional eating and giving into craving so you know we saw that come through quite strongly with the audience that we were speaking to and this is something that you know really surprised me because it's you know with the other weight loss approaches people have taken it's usually you start something and then you go back to your old ways but with this it seems as though you know people are really changing the way they're approaching food the changing almost like a lifestyle change so yeah that was really really interesting. Did you find when you did this project that people were talking about food in a different way is there a different language around food that perhaps we might not have seen in other studies that we've done? Yeah absolutely so you know touching on the point anime about this whole food noise you know for me I was surprised by the fact that this audience was using that terminology it seems like quite marketing language. The amount of space food can take up in your life from you know thinking about what you're having to break for breakfast thinking about you know all the way going down to dinner all of that seems to quite and down and it allows people to really think about the choices that they're making and have a bit more control over the types of foods that they're eating. I think these are some of the things that I have found really interesting and intriguing about the way people talk when they're on the job so it seems to me then that some of the implications of being on GLP ones Anna is more than just their relationship with food. I think it has a knock-on effect to yeah way beyond relationship with food it's as Rebecca mentioned about you know lifestyle and also Bhabita as alluded to that you know how it affects the family but also you know shopping habits you know shopping more purposefully people cutting out impulsive buys so you know what we found is that you know people to shopping more mindfully which means they're really thinking about what they put in the basket and that also means that they're buying fewer foods but spending a little bit more because often it's about eating better eating healthier and that sometimes comes with a bit of a price tag. So basically what you're saying to me is the ripple effect is not just on the family the ripple effect is actually your relationship with your shopping trolley Rebecca thoughts on the yeah I mean I would completely agree it's not just the way they are shopping and shopping more mindfully more purposefully but also the way they are cooking preparing meals you know perhaps because their relationship with food is a a little bit more detached, a little bit more function. Yn gynnas fwyna i'n gael yn ymwyreffu a'r unrhyw am hyn i'n gael ymwyreffu a'r yng nghwyll ymwyreffu, a ymwyreffu a'r unrhyw am hyn i'n gael ymwyreffu a'r unrhyw am hyn i'n gael ymwyreffu. Ond yna yng Nghymru yn gael yna, yn gael yna, yn gael yna, yn gael yna gael yna, yn gael yna, a'r cwestiwn, gael yna yn gael yna. Lest i'n gael yna sydd yna, yn ddysaf, yn gael yna, yn gael yna, ar llunos syd Sut a sign bert dran o ran eisiau sut. Yn yr ym bod yn am実 rock considereth! 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