Britons kicked off 2026 with a renewed focus on health and wellness, leading to a notable increase in purchases of nutritious foods such as fresh fruit and yoghurt. This shift came as grocery price inflation eased to its lowest level in months, providing some financial relief for consumers after a record-breaking spending spree in December.
Grocery Inflation Dips as Healthy Eating Trends Soar
According to the latest monthly snapshot from the research company Worldpanel by Numerator, annual grocery inflation fell back to 4% in the four weeks leading up to 25 January. This marked a decrease from 4.7% in December, offering a welcome respite for households across the UK. The data revealed that consumers are actively pursuing healthier dietary choices, with sales volumes of fresh fruit and dried pulses surging by 6% year on year.
Other categories also saw significant growth, reflecting a broader trend towards nutrient-rich foods. Fresh fish sales increased by 5%, poultry by 3%, and chilled yoghurt by 4%. Notably, cottage cheese experienced a remarkable 50% jump in sales, purchased by 2.8 million households – an increase of 600,000 compared to the previous year.
Practical Wellness Over Fad Diets
Fraser McKevitt, Head of Retail and Consumer Insight at Worldpanel, commented on the evolving consumer mindset. "Shoppers are actively seeking out foods that support their health goals, with strong demand for staples high in nutrients like protein and fibre," he said. "While interest in seasonal diet-focused trends like Veganuary is on the decline, shoppers are taking a more practical, balanced and achievable approach to healthy eating, built around foods already familiar to most households."
This practical approach was evident in the shopping data, with nearly a quarter of consumers seeking out high-protein foods and more than a quarter looking for high-fibre products. The focus on wellness extended beyond the food aisles, influencing beverage choices as well.
Own-Label Products Reach Record High
As many households tightened their belts after the festive season, January traditionally sees a shift towards more budget-conscious shopping. This year was no exception, with own-label products accounting for 52.2% of all grocery spending – the highest level ever recorded.
"For most shoppers, January is all about resetting household budgets, and this year was no exception," McKevitt observed. "Value remained front of mind for many – with own-label hitting a record high, accounting for more than half of all grocery spend."
Promotional spending also saw a significant uptick, rising by 10.9% year on year. This represented the fastest rate of growth since October 2024, although it did not reach the peak levels seen during the Christmas period. In contrast, full-price sales experienced only a modest increase of 1.7% compared to the same period last year.
Functional Drinks and Changing Alcohol Trends
The pursuit of wellness manifested in unexpected areas, including the drinks aisle. Functional beverages, marketed around benefits such as energy enhancement, gut health, or mood improvement, were purchased by 11% of households. Spending in this category grew by 13% year on year, despite these products costing nearly four times as much as typical soft drinks at £4.69 per litre.
Meanwhile, Waitrose reported an interesting twist on traditional Dry January trends. The upmarket grocer noted that the usual January slump in alcohol sales ended earlier than expected this year, with shoppers beginning to reintroduce wines, beers, and spirits into their baskets from 12 January onwards. Sales in this category increased by 11% compared to the previous week.
Supermarket Performance Highlights
Take-home sales across all grocers grew by 3.8% during the four-week period, maintaining the same rate as December. The German discounter Lidl emerged as the fastest-growing physical chain once again, with sales up 10.1% over the 12 weeks to 25 January. This performance boosted its market share to 7.7%.
Online retailer Ocado also fared well, recording a 14.1% increase in sales and raising its market share to 2.1%. Sainsbury's and Tesco both achieved higher sales and gained market share, while Waitrose and Aldi managed to maintain their existing market positions.
However, not all retailers shared in this positive trend. The data revealed that Asda and the Co-op were the only supermarkets to experience a decline in sales, with drops of 3.7% and 1.6% respectively.
This comprehensive analysis of January shopping habits underscores a clear shift towards healthier, more budget-conscious consumption patterns among UK consumers. As grocery inflation shows signs of easing, households appear to be balancing their health aspirations with financial prudence, setting the tone for the year ahead.
