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Prunes have been gaining traction across social and mainstream media this year as a simple way to complement a GLP-1 diet, highlights the California Prune Board. The umbrella group says this visibility is helping introduce new shoppers to the category and reinforces prunes as a “prominent fixture in the snack and baking aisles.”
Prunes’ nutrient-dense profile and natural fiber pair well with consumers using weight loss drugs, highlights the board.
UK government statistics recently estimated that around 64% of adults are overweight or living with obesity, which is likely to propel GLP-1 medication use, reshaping shopping habits toward 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” — represents notable sales opportunities.
“The impact of GLP-1s extends far beyond weight loss — smaller appetites are changing the way people shop,” she comments.
“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.”
