British consumers have kicked off 2026 with a pronounced shift towards healthier eating habits, according to the latest industry research. Sales volumes of fresh fruit and dried pulses surged by 6% year-on-year in January, while chilled yoghurt purchases increased by 4%, indicating a nationwide focus on wellness and nutrition.
Grocery Inflation Eases as Shoppers Prioritise Health
Annual grocery inflation fell to 4% in the four weeks to 25 January, down from 4.7% in December, marking the lowest rate since April. This decline, reported by research firm Worldpanel by Numerator, offers some welcome relief for household budgets after the festive period.
The data reveals a clear consumer trend towards nutritious staples. Alongside the notable rise in fruit and pulses, fresh fish sales grew by 5%, poultry by 3%, and cottage cheese experienced an extraordinary 50% sales jump, purchased by 2.8 million households – 600,000 more than the previous year.
A Practical Approach to Wellness
Fraser McKevitt, Head of Retail and Consumer Insight at Worldpanel, commented on the findings. "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."
Nearly a quarter of shoppers actively sought high-protein foods, while more than a quarter looked for high-fibre products, underscoring this pragmatic nutritional focus.
Own-Label Products Hit Record High
As many households tightened their belts after record December grocery spending, January traditionally sees increased spending on supermarkets' own-label items. 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 noted. "Value remained front of mind for many – with own-label hitting a record high, accounting for more than half of all grocery spend."
Spending on promotions also accelerated, rising by 10.9% year-on-year – the fastest growth rate since October 2024. In contrast, full-price sales saw a modest increase of just 1.7% compared to the same period last year.
Functional Drinks and the Wellness Premium
The pursuit of wellness extended to the drinks aisle, where functional beverages marketed for energy, gut health, or mood enhancement saw significant growth. These products were purchased by 11% of households, with spending up 13% year-on-year.
McKevitt highlighted the premium consumers are willing to pay for perceived health benefits, noting that functional drinks cost nearly four times as much as typical soft drinks, averaging £4.69 per litre.
Supermarket Performance and Market Dynamics
Take-home sales across grocers grew by 3.8% in the four-week period, maintaining the same rate as December. The German discounter Lidl emerged as the fastest-growing physical chain, with sales up 10.1% over the 12 weeks to 25 January, increasing its market share to 7.7%.
Online retailer Ocado performed strongly, with sales rising 14.1% and market share reaching 2.1%. Sainsbury's and Tesco also recorded higher sales and gained market share, while Waitrose and Aldi maintained their positions.
However, the data showed Asda and the Co-op were the only supermarkets to experience sales declines, dropping 3.7% and 1.6% respectively.
A Shift from 'Dry January' to 'Damp Monday'
In a related development, Waitrose reported that the traditional 'Dry January' abstinence period ended earlier than usual this year. The upmarket grocer noted the emergence of "Damp Monday" as alcohol sales began recovering from 12 January, with wines, beers, and spirits sales up 11% compared to the previous week.
This comprehensive snapshot of January shopping behaviour illustrates how British consumers are balancing health aspirations with budgetary constraints, creating distinct patterns in supermarket performance and product demand as 2026 unfolds.
