As the new year unfolds, British consumers are gravitating towards healthier food options, with notable increases in the purchase of fresh fruit and dairy products. In January 2026, sales volumes of fresh produce and dried pulses rose by 6% year on year, reflecting a shift in consumer behaviour aimed at achieving new health objectives amid easing grocery price inflation.
Healthy Choices on the Rise
Recent research conducted by Worldpanel, a division of Numerator, indicates that annual grocery inflation has decreased to 4% as of January 25, down from 4.7% in December. This modest decline offers a glimmer of respite for shoppers, who are increasingly prioritising their health goals as they embark on their New Year resolutions. The report highlights a marked uptick in the consumption of nutritious items, with fresh fish sales climbing by 5%, poultry by 3%, and chilled yoghurt by 4%. Notably, cottage cheese saw a staggering 50% increase in sales, with approximately 2.8 million households purchasing the product—600,000 more than the previous year.
Fraser McKevitt, head of retail and consumer insight at Worldpanel, stated, “Shoppers are actively seeking out foods that support their health goals, with strong demand for staples high in nutrients like protein and fibre.” He noted a departure from fleeting diet trends, suggesting that consumers are now favouring a more sustainable approach to healthy eating, centred around familiar foods.
Changes in Alcohol Consumption
In an unexpected twist, January’s traditionally low alcohol sales experienced a resurgence shortly after the New Year. Waitrose reported a notable shift, with sales of wines, beers, and spirits increasing by 11% following the early return to purchasing on January 12. This trend suggests that the impulse to indulge in celebratory beverages has not diminished, despite the month’s reputation for sobriety.
As households recalibrate their budgets following record grocery spending in December, many have turned to supermarket own-label products, which generally offer better value. This year, these items accounted for 52.2% of total grocery sales, marking the highest proportion on record. McKevitt observed, “For most shoppers, January is all about resetting household budgets, and this year was no exception,” highlighting the emphasis on value during this period.
Promotions and Spending Patterns
The trend toward value shopping extended to promotional spending, which rose by 10.9% year on year, the fastest growth rate since October 2024. In contrast, full-price sales saw only a modest increase of 1.7%. This shift underscores the evolving landscape of consumer behaviour as shoppers seek to make the most of their budgets while still indulging in wellness-oriented products.
The functional drinks market, which focuses on energy, gut health, and mood enhancement, is also thriving, with 11% of households purchasing these beverages, leading to a 13% increase in spending year on year. Despite their higher price point—averaging £4.69 a litre—consumers appear willing to invest in products that promise health benefits.
Supermarket Dynamics
Overall, take-home sales across grocery stores increased by 3.8% in January, consistent with December’s growth rate. Lidl emerged as the fastest-growing physical retailer, boasting a 10.1% sales increase over the 12 weeks leading to January 25, thus expanding its market share to 7.7%. Online retailer Ocado also performed well, with sales surging by 14.1%, raising its market share to 2.1%. Other major supermarkets, including Sainsbury’s and Tesco, recorded sales growth and market share increases, while Waitrose and Aldi maintained their positions.
However, Asda and the Co-op were the exceptions, reporting declines in sales of 3.7% and 1.6%, respectively.
Why it Matters
The evolving purchasing patterns of UK consumers signal a significant shift towards health and wellness, reflecting broader societal trends prioritising nutrition and balanced living. As grocery prices stabilise, shoppers are increasingly inclined to invest in foods that align with their health objectives, which may have lasting implications for the food industry. Retailers that adapt to these changing preferences can capitalise on the growing demand for health-centric products, ultimately shaping the future of grocery shopping in the UK.
