UK shoppers buy more fruit and yoghurt in healthy start to 2026 | Supermarkets
The research showed that British people started 2026 by buying healthier foods such as fruit and yoghurt as they tried to achieve their new year’s health goals, while grocery price inflation fell to its lowest level since April.
Annual grocery inflation fell to 4% in the four weeks to Jan. 25 from 4.7% in December, providing some relief for shoppers, according to Numerator research firm Worldpanel’s monthly food industry snapshot.
It was stated that consumers are turning to a healthy diet, sales of fresh fruits and dried legumes increased by 6% on an annual basis, there was a 5% increase in fresh fish, 3% in poultry and 4% in chilled yoghurt. Cottage cheese sales increased by 50% and were purchased by 2.8 million households, up 600,000 from last year.
Almost a quarter of shoppers are looking for high-protein foods, and more than a quarter are looking for high-fiber products.
Fraser McKevitt, head of retail and consumer insight at Worldpanel, said: “Shoppers are actively looking for foods that support their health goals, and there is strong demand for staple foods rich in nutrients such as protein and fibre.
“As interest in seasonal nutrition-focused trends like Veganuary declines, shoppers are taking a more practical, balanced and approachable approach to healthy eating, centered around foods most households are already familiar with.”
Dry January wasn’t that dry after all, Waitrose reported on Monday. “Forget Blue Monday, it’s all about ‘Damp Monday,'” the upscale grocer said.
The decline in alcohol sales in January this year ended early on January 12 as shoppers began adding more wine, beer and spirits to their carts, with sales up 11% from the previous week.
As many shoppers cut back after spending record amounts on groceries in December, they typically spend more on supermarkets’ own-label products in January, which are often cheaper than branded items. This year, own label accounted for 52.2% of grocery spending; the highest level ever recorded.
“For most shoppers, January was all about resetting their household budgets, and this year was no exception,” said McKevitt. “Value remained top of mind for many, with own-label reaching a record high, accounting for more than half of all grocery spending.”
Promotional spending also accelerated. Although it did not reach Christmas highs, it was up 10.9% year-on-year, the fastest growth rate since October 2024. By contrast, full-price sales were up just 1.7% compared to the equivalent four weeks last year.
The quest for healthy living was felt in the beverage aisle. Functional drinks marketed as focusing on improving energy, gut health or mood were purchased by 11% of households, with spending rising 13% year-on-year.
McKevitt said it was remarkable how many people were willing to spend money on wellness, with functional drinks costing almost four times more than typical soft drinks at £4.69 a litre.
Home delivery sales at grocery stores increased by 3.8% in four weeks, the same rate as in December. German discount store Lidl again became the fastest-growing brick-and-mortar chain, increasing its sales by 10.1% in the 12 weeks to January 25, taking its market share to 7.7%.
Online retailer Ocado performed well, increasing sales by 14.1%, taking its market share to 2.1%. Sainsbury’s and Tesco also achieved higher sales and market share gains, while Waitrose and Aldi maintained their market share.
Data showed Asda and Co-op were the only supermarkets to record sales declines of 3.7% and 1.6% respectively.
