Would it be a big job to replace them with GU10 fixings?
Depends what's above your ceiling. GU10 fittings need air around them to dissipate the heat. I had to use loft insulation support boxes to create an air pocket for them. You could also switch to a standard light fixture.
After some advice. Got this in the kitchen just now and the bulbs go all the time so fancy moving to led. Is there an easy swap? I also wouldn't mind getting an led strip if that would be easy to do?
Those light fittings will obviously need to be removed and that transformer would need to be swapped out for a 12V one.
You have a choice of single-colour LED strips (2-pin / 8mm) and RGB ones (4-pin / 10mm). You can buy aluminium channels with clear/frosted covers to house the LED strips in or mount them directly. I recommend using the aluminium channels if the strips are going to be visible or are going to be placed where they are exposed to steam (kettle/hob) or splashes.
LED strips usually have 3M double-sided tape on the back so you just peel and stick where you want. The strips can be cut at various points (every 1-2 inches). They can't go around corners but you can join multiple straight lengths of strips together by either soldering the +/- together or using solderless connectors which also come in T/L/X shapes.
They are powered usually by a 12V power supply (have also seen 24V but rare). To calculate the wattage/amperage you need, you first need to know the total length of LED strip you'll be using and the wattage/metre rating of it. A single-colour 3528 5m strip of 300 LEDs is usually 24W (2A) and the 600 LED version is usually 48W (4A).
If any of that sounds too complicated, Ikea also do LED lighting kits:
http://www.ikea.com/gb/en/catalog/categories/departments/living_room/20515/
Anyone know where I can get some standard sized G9s of a similar wattage (4.5w)?
Don't think you can. Unfortunately there aren't proper equivalent LED bulbs for every fitting. I've recently replaced 4 light fixtures that took those horrid capsule bulbs, partly due to that reason.
Take a look at COB ones on ebay - they might be a fraction smaller than the ones you bought.