Britons started 2026 by buying healthier food such as fruit and yogurt as they tried to meet new year health targets, but grocery price inflation fell to its lowest level since April, research showed.
Annualized grocery inflation fell to 4% in the four weeks to January 25 4.7% in Decemberaccording to a monthly snapshot of the grocery sector from research firm WorldPanel by Numerator, is offering some relief to shoppers.
Sales of fresh fruits and dried pulses grew by 6% year-on-year as consumers shifted towards healthier food, while fresh fish grew by 5%, poultry by 3% and chilled yogurt by 4%. Sales of cottage cheese increased by 50% and it was bought by 2.8 million households, 600,000 more than last year.
About a quarter of shoppers sought high-protein foods and more than a quarter looked for high-fiber products.
Fraser McKevitt, head of retail and consumer insights at WorldPanel, said: “As shoppers actively seek out foods that support their health goals, there is strong demand for nutrient-dense staples such as protein and fiber.
“While interest in seasonal diet-focused trends such as veganism is waning, shoppers are taking a more practical, balanced and achievable approach to healthy eating, built around foods most households are already familiar with.”
Waitrose reported on Monday After all dry January is not very dry. “Go on Blue Monday, it’s all about ‘moist Monday,'” says the upscale grocer.
This year, the January slump in liquor sales ended on Jan. 12, when shoppers started adding more wines, beers and spirits to their baskets, with sales up 11% from the week before.
While many shoppers cut back after spending a record on groceries in December, in January they typically spend more on supermarkets’ own-label items, which are cheaper than branded items. This year, own-label accounted for 52.2% of grocery spending – the highest level ever recorded.
“For many shoppers, January is about resetting household budgets, and this year is no exception,” says McKevitt. “Value is at the forefront of many people’s minds – with own label reaching record levels, accounting for more than half of all grocery spending.”
The cost of promotions has also picked up pace. While not hitting Christmas highs, it was up 10.9% year-on-year, marking the fastest growth rate since October 2024. In contrast, full-price sales rose just 1.7% compared to the same four weeks last year.
The quest for wellness is felt in the beverage aisle. Functional drinks, marketed around energy, gut health or mood enhancement, were purchased by 11% of households and spending increased by 13% year-on-year.
McKevitt says it’s remarkable how many people are ready for wellness, with functional drinks priced at £4.69 a litre, almost four times the price of regular soft drinks.
Take-home sales at grocers rose 3.8% in the four weeks, the same rate as in December. German discounter Lidl was again the fastest-growing physical chain, with sales up 10.1% in the 12 weeks to 25 January, increasing its market share to 7.7%.
Online retailer Ocado performed well, with sales up 14.1%, increasing its market share to 2.1%. Sainsbury’s and Tesco also achieved higher sales and market share gains, while Waitrose and Aldi held onto their market share.
The data showed Asda and the Co-op were the only supermarkets to record a fall in sales of 3.7% and 1.6% respectively.
