UK shoppers told to expect 6 big changes in supermarkets this year | UK | News

Whether you’re happy to splash the cash on a fancy Waitrose or like to keep your purse strings nice and tight at your nearest Aldi or Lidl, retail experts think we can all expect to see some big changes on supermarket shelves in 2026.

A number of new trends have made waves in 2025, such as high-protein foods and viral flavors like Dubai chocolate. So what should we expect this year? Experts told the Express there could be more frozen food, less noticeable flavors and much better value for money.

As awareness grows about how ultra-processed foods can affect gut health, wellbeing-boosting products need to feature in more supermarket trolleys.

Experts believe shoppers are comparing prices more than ever and supermarkets are hearing it loud and clear. For example, big names such as Tesco have expanded their label range. But cost isn’t the only thing that affects what we see on store shelves. Here are six key trends that experts predict in supermarkets for 2026.

More fiber-rich foods on the shelves

Protein has been one of the biggest wellness crazes of recent years; Especially those who go to the gym have become very aware of how much protein they consume every day. This year, fiber is expected to be the macronutrient on everyone’s mind. In fact, Waitrose’s 2026 Food and Drink Report found that getting enough fiber is the top concern of health-conscious consumers.

“In many ways, fiber is becoming more important to consumers than protein,” says Joe Woolf, owner of food marketing company The Discovery Stand.

A recent YouGov/AHDB survey found that 26% of UK consumers plan to reduce their consumption of ultra-processed food this year, while 13% plan to increase their fiber intake.

“There is a real shift towards fiber-rich, gut-friendly foods and uncompromising plant-based options,” said Caroline Morris, sales manager at barbecue retailer Barbequick. “The move towards more nutrients, such as fibre, is already evident at Marks and Spencer, which is leading the way with its new range of nutrient-dense products.”

Wider selection of frozen foods

The key competitor for trolley space in 2026 is premium frozen foods. “Gone are the days when frozen food had a bad name, as this entire industry has been given a solid shake of its former reputation,” says Morris. “Premium frozen products are booming as consumers look to save time without sacrificing quality or taste.”

This shift is clearly visible at Waitrose, where specialty frozen products such as pastries and premium potatoes have increased by 322% in one year. Tesco also recently revamped its frozen food offering for the first time since 2018, expanding its Finest frozen range with new pizzas, pies, poultry and fish.

As demand for these products increases, consumers can expect other supermarkets to follow suit.

David Goodness, BestMoney.comHe says frozen vegetables will also grow in popularity because they are cheaper and are as nutrient-dense as fresh produce, especially in fiber. “For financial and environmental reasons, and as options become more exciting and consumers become increasingly aware of waste, Frozen will continue to grow on the back of last year’s growth,” says Woolf.

fried flavors

Expect the bold cuisine to turn heads, with an emphasis on “stir-fry,” a blend of fruity and spicy flavors common in Thai and Mexican dishes. Online retailer Sous Chef reports that sales of its “fried” condiments are on the rise.

According to Patrick Finlay, managing director of food and beverage consultancy The Category Management Company, new countries will emerge in the world’s food aisles as consumers discover new cuisines. While Swiss, Argentinian, Portuguese and US Southern food is expected to be big, Korean cuisine is expected to continue to thrive.

“Korean food continues to capture the nation’s tastes,” says James Campbell, director of innovation at Sainsbury’s. “Whether it’s the rise of at-home dining experiences or the influence of street food culture, customers are increasingly looking for accessible ways to enjoy the world’s flavors at home.

“Alongside our own-label product range, there is also strong interest in branded products that meet the growing demand for fermented foods that support customers’ broader nutritional goals. These products make it easier than ever for customers to experience the bold, balanced and deeply flavorful flavors that Korean cuisine is known for, without the need for special ingredients or advanced cooking techniques.”

More own brand labels

Often thought of as inferior to mainstream brands, own-label products are quickly becoming the preferred option for shoppers, not just those on a budget.

According to Kantar and IGD data, towards the end of last year, 53 percent of sales at Aldi, 67 percent at Lidl and 52 percent at Tesco consisted of own-brand products. Meanwhile, own-brand supermarket sales set a new record, approaching £1bn in December 2025. Tesco-backed supply chain and supermarket expert Oisin Hanrahan predicts 2026 will be the year when own-label products become star buys in their own right.

Personal finance expert Kevin Marshall echoes this prediction, explaining that in today’s tough cost of living environment they are a sensible choice and an opportunity for supermarkets to compete with premium labels. “Quality differences [between brands and non-brands] “It’s almost unnoticeable,” he says.

Patrick Young, managing director of research firm PRS IN VIVO, says this change means “brands have to work harder to justify their price points”.

The end of viral food trends

Last year, viral food trends dominated shelves. The most important of these was Dubai chocolate, a confection originating from the UAE filled with shredded phyllo dough and pistachio-tahini cream, which led to a boom in peanut-flavored products in supermarkets and fast food chains.

The culprit was mostly social media, and many supermarkets seized the opportunity to profit from the trend. But experts say these viral foods will likely disappear this year as people grow tired of over-the-top fads.

“I expect 2025 to mark the peak of hyper-viral, gimmick-driven food trends or purely social media-focused products – Dubai chocolate is a good example,” says food PR expert Emily Keogh. “This year supermarkets will be much more selective and focus on products that combine excitement with real health benefits.”

He expects the overall food trend to be about “calm, balance and long-term health.”

Change vegan options

Vegan food has exploded in popularity in recent years, with increasing numbers of Brits opting for a wholly or partially plant-based diet.

But after lobbying from the livestock industry, the European Parliament voted in October to ban keywords such as “steak”, “burger” and “sausage” to describe meatless foods. The European Commission and the governments of the EU’s 27 member states still need to legislate to implement this, but if this happens the UK government believes British businesses will be affected.