Britons Increase Healthy Food Purchases as Grocery Inflation Eases

Britons have begun the year 2026 by shifting their purchasing habits towards healthier food options, with increased sales of fresh fruit and yoghurt as they aim to meet New Year health goals. Recent research indicates that grocery price inflation has dropped to its lowest level since April, providing consumers with some relief.

Annual grocery inflation fell to 4% in the four weeks leading to 25 January, down from 4.7% in December. This shift in consumer behaviour reflects a desire for healthier eating, evidenced by a 6% year-on-year rise in sales volumes of fresh fruit and dried pulses. Fresh fish sales increased by 5%, poultry by 3%, and chilled yoghurt by 4%. Notably, sales of cottage cheese soared by 50%, with 2.8 million households purchasing it, an increase of 600,000 households compared to the previous year.

Shoppers are increasingly seeking high-protein foods and products rich in fibre. The head of retail and consumer insight at Worldpanel noted a growing trend favouring foods that support health objectives. Consumers are opting for a balanced, practical approach to healthy eating, focusing on familiar foods rather than seasonal diet trends.

Despite an initial slowdown in alcohol sales during January, retailers have reported a resurgence beginning on 12 January. Sales of wines, beers, and spirits rose by 11% compared to the preceding week. After record spending on groceries in December, many consumers reverted to supermarkets’ own-label products, which accounted for 52.2% of grocery expenditure—a new record.

In a landscape where value is paramount, the growth in spending on promotions surged by 10.9% year-on-year, marking the fastest increase since October 2024. By contrast, full-price sales demonstrated modest growth of only 1.7%. The wellness trend extends into the drinks aisle, where functional beverages aimed at enhancing energy, gut health, and mood were purchased by 11% of households, demonstrating a year-on-year spending increase of 13%.

Take-home grocery sales in the observed period grew by 3.8%, maintaining the same rate as December. Lidl continued its performance as the fastest-growing physical supermarket chain, posting a 10.1% increase in sales and increasing market share to 7.7%. Ocado also reported strong figures, with sales up 14.1%, raising its market share to 2.1%. Sainsbury’s and Tesco similarly experienced growth, while Waitrose and Aldi maintained their market position. Asda and the Co-op, however, were the only supermarkets to record declines in sales, at 3.7% and 1.6%, respectively.