Sun’s out, buns out: Is it time for the hospitality sector to brace itself for the Ozempic effect?
Why SA tourism operators need to prioritise premium experiences over plate size.
As growing numbers of consumers turn to weight-loss medications in the West, South Africa’s leading source market for tourism, local operators should prepare for trimmed-down tourists focused on quality, not quantity.
South Africa isn’t known for doing things in half measure. What we might lack in certain kinds of polish, we make up for in hearty doses of passion. We’re big on life, big on sunshine, big on value and even bigger on the kind of hospitality that makes visitors feel instantly welcome.
International visitors don’t cross continents simply for a warm smile and lovely scenery; they come for the bush, warm beaches, lush winelands, generous meals, and the feeling of being properly looked after. It’s that abundance that defines the promise of a quintessential South African holiday, especially in its summer.
But what if more is no longer more, and bigger not better?
The weight-loss revolution
A wave of behavioural change, triggered by the pharmaceutical industry and medical science, is building overseas, threatening to redefine South Africa’s brand identity. Weight-loss medications like Ozempic, Mounjaro, and Wegovy have been described as transformative for tens of millions of people around the world, particularly in Europe and the United States – our most important tourist markets. For the hospitality sector, these drugs represent a challenge because they lower the threshold for satiety, deadening appetites and making it likely that diners will want less food on their plates. This impact will force South Africa to shift its focus from bigger to better. Or different.
These drugs alter how the body handles insulin and glucose. They can also cause nausea, heartburn, as well as indigestion, and lower tolerance for alcohol, with some other more unpleasant and severe side effects. As a result, users eat smaller portions, prioritise nutrient-dense foods, and drink less alcohol, which can make eating out less appealing or less frequent.
When less is more
In parts of the US and UK, hospitality operators are already witnessing the “Ozempic effect”, with Michelin-starred chefs like Heston Blumenthal forced to put his acclaimed restaurant, The Fat Duck on diet, with smaller portions and menus. British hospitality research agency, KAM Insight has noted that GLP drugs are not only helping people lose weight, they’re changing how people think about food and drink, how often they go out, and how they engage with restaurants and bars.
KAM’s research, published in September this year, suggests about 7% of UK adults (about the same percentage as vegetarians in the country) are currently using GLP-1 drugs for weight loss (double the proportion reported just a year ago). One in three GLP-1 users say they are eating out less often because of the drugs and nearly a quarter (23%) of users now drink less alcohol when going out.
In the US, where about 43% of its adult population is classified as obese, GLP-1 users are eating out less often. A Bloomberg Intelligence report found that 54% of surveyed users now dine out less frequently after starting the medication, and almost as many have cut back on takeout as well.
Multiple hospitality-industry reports now flag a measurable drop in spend per head among GLP-1 users, driven by smaller meals, fewer drinks and fewer visits. The Food Away from Home Association, which represents America’s $1.3 trillion food-away-from-home ecosystem, says its research shows a third of current users and individuals interested in trying the medications are committed to eating smaller portions of fewer, less-indulgent foods during treatment. They also identify lean proteins and plant-based items as the most desirable fare, while avoiding salt, fat and sugar.
Similarly, 23% of the current and intended dieters anticipate drinking only water during the regimen of injections. More than 1 in 5 cited coffees and alcoholic beverages as liquids to be shunned. And nearly 40% said they intend to drink less fizzy drinks.
Which brings us to South Africa
For now, the impact will be minimal. GLP-1 medicines are costly the world over and supply is limited. But among our international visitors, mostly from the UK, USA and Europe, that is likely to mean lower per-guest consumption: lighter breakfasts, smaller lunches, fewer bottles opened, less demand for heavy meals at lodges or buffets.
We might not see empty restaurants or half-empty lodges, but there could be more lightweight bills, as guests spend less on wine or dessert, raising the potential for food wastage.
But this doesn’t necessarily mean a loss: it could be an opportunity for clean eating, wellness stays, medical-wellness tourism, a greater focus on non-alcoholic experimentation and right-sizing our menus to cut down waste.
GLP-1 users tend to favour quality over quantity: food that’s lighter, “cleaner”, more protein-based, and more nutrient-dense. South Africa already produces excellent fruit and vegetables, game, seafood and fish, which makes it far easier to build “lighter but more satisfying” menus.
A coastal resort or Winelands restaurant could swap out heavy mains for grilled fish, seasonal vegetables or lean game, which still feel generous but don’t overwhelm. Wine farms, too, could expand their low-alcohol ranges, craft spirits and well-made non-alcoholic options for guests who want the experience without the after-effects. And there’s room to upsell: if visitors aren’t ordering volume, they could be guided towards depth, with a special vintage, a limited release, or a tasting flight that shifts the emphasis from quantity to character.
Then there are hotels. As demand for traditional “eat-drink-sleep-repeat” declines, hotels could reimagine themselves as wellness retreats, by offering guided hikes, beach swims, yoga at sunrise, spa treatments – all things that don’t require appetite. Combine that with light, high-protein menus and you have a product that works as well for a GLP-1 user as for someone focusing on well-being.
Beyond that lies a more strategic focus on medical-wellness tourism. With Aspen now marketing Mounjaro in South Africa, the groundwork exists for regulated, medically supervised weight-management programmes that support such treatments – some of which could include dentistry, plastic surgery, and other treatments. Pair those with stays in beautiful locales, movement, healthy food, and post-weight-loss support such as physiotherapy, skin treatments, fitness training, that could swing the focus from a “diet holiday” to a health- and lifestyle-reset with sun, sea or wild open spaces.
If I were running a boutique lodge in the Winelands, or a beachfront getaway on the Garden Route, I’d start thinking now about how to package wellness, nature and mindful menus, not curry nights and buffet breakfasts.
Consumer appetites are changing. For the hospitality sector, it’s better to be an early adopter than stubbornly cling to yesterday’s appetites.
Don’t panic
For this holiday season, expect business as usual. GLP-1 penetration in South Africa is still niche, and global travellers are still eating, drinking and booking. But the margins might be affected down the line, as indulgence-driven packages fall out of fashion. If GLP-1 users want lighter food, give them excellence, not austerity.
If they’re drinking less, create drink menus that reward curiosity, not volume. If wellness becomes part of the travel decision, build it into the stay. And if medical-wellness tourism gains further traction because of GLPs, make sure South Africa does it safely, professionally and with the same care that built its reputation in the first place.
Abundance has always been part of the South African holiday. That doesn’t have to change. What needs to evolve is what we choose to be abundant in: attention, quality and care. The world’s appetites are shifting. South Africa can treat that as a threat or as an opportunity. The choice is obvious: stay generous, stay adaptable, and make sure our welcome remains as memorable as ever – even if our plates are a little lighter.