Now the California Prune Board is encouraging retailers to tap into the trend and make high-quality California Prunes a prominent fixture in snack and baking aisles.
According to figures from Kantar, the use of GLP-1 medicines in Great Britain has almost doubled in a year, rising from 2.3% to 4.1%.
Glucagon-like peptide-1 receptor agonists (GLP-1s or GLP-1RAs) help people feel fuller by mimicking a natural hormone released after eating.
Initially developed to treat type 2 diabetes, weight loss is now the main driver for users.
With UK Government statistics revealing that 64% of adults are estimated to be overweight or living with obesity, the use of GLP-1s is expected to rise further, reshaping shopping habits and opening up opportunities for healthier, nutrient-rich foods.
Esther Ritson-Elliot, Director of International Marketing and Communications for the California Prune Board, believes this shift – and with it the halo effect for prunes – presents the trade with notable sales opportunities.
She explains: “The impact of GLP-1s extends far beyond weight loss – smaller appetites are changing the way people shop."
"Consumers are moving away from processed snacks and looking for convenient, naturally nutritious options. For retailers, this presents an ideal opportunity to capture incremental sales by prominently positioning California Prunes.”
Prunes have been gaining traction across social and mainstream media this year as a simple way to complement a GLP-1 diet. This visibility is helping to bring new shoppers into the category and reinforcing prunes’ place as a healthy snack.
Andrea N. Giancoli, MPH, RD, Nutrition Adviser for the California Prune Board, says that a balanced diet is important for those who are taking GLP-1 medications for weight loss.
She explains: “When appetite decreases, overall food intake can drop, which may lead to nutrient gaps. Choosing portion-friendly, nutrient-dense foods like California Prunes helps support satiety, digestive health, and balanced nutrition while adding natural sweetness to the diet.”
California Prunes are a source of vitamin B6, vitamin K, copper, potassium and manganese, and are high in soluble and insoluble fibre, which can help support digestive regularity.
Their natural sorbitol content also acts as a gentle laxative for people who experience constipation, which is a potential side effect of GLP-1 use.
Andrea adds: “Eating a handful of nutrient-dense prunes every day can help meet the body’s daily nutritional needs. It is always advised to speak to your healthcare provider if you are on medication or have nutrition concerns to ensure you seek individualised treatment appropriate to your needs.”
As awareness continues to grow, California Prunes are set to play an increasingly important role in evolving diets.
The California Prune Board’s Esther concludes: “The nutritional profile, premium taste, and shelf-stable nature of California Prunes make them the perfect grab-and-go snack."
"What’s more, they are also versatile enough to be used as an ingredient in cooking and as a partial swap for fat or sugar in baking, presenting further opportunities for the trade to leverage their rising popularity.”