Healthy lifestyles, affordability and leadership on sustainabilty among key 2026 trends forecast for UK shoppers and grocery retail, according to IGD
Affordable, elevated experiences, simplified sustainability and health as a lifestyle driver are the top four trends set to shape UK grocery and shopper behaviour in 2026, according to the IGD trends forecast.
Supermarkets will remain the largest channel, followed by convenience, while online is expected to be the fastest growing channel.
The IGD’s UK trend reports for 2026 include a grocery retail and shopper perspective, as well as European channel forecasts for 2025-2030.
“The UK leads the European online grocery market, with over a tenth of all grocery sales occurring through this channel,” said IGD insights manager, Sneha Haria.
“Retailers and suppliers should study this leading market for best practices and inspiration on how to successfully expand and gain market share in an increasingly digital landscape.”
The four key trends for 2026:
- Affordable and accessible
As economic pressures persist, value will remain a top priority. Shoppers will seek products and services that deliver quality at a fair price, balanced by the growing expectations for instant gratification.
Shoppers are remaining cautious in their spend but still expect quality and convenience. They’re savvy, experienced, and expect affordable options that don’t compromise on quality or ease.
- Elevated experiences
In a world of choice, experience is an increasingly important differentiator. While price still matters, shoppers will be drawn to retailers and brands that offer something memorable, creating opportunities to build deeper emotional connections.
These connections drive trade-up, especially as a substitute for out of home occasions. Provide personalised deals and an elevated in-store experience to enable this.
- Sustainability simplified
Shoppers expect government, retailers and brands to lead on sustainability. Making sustainable choices visible and their benefits clear will be key to driving engagement with shoppers. In addition, shoppers expect leadership rather than complexity and they want retailers and government to lead the way.
- Health as a lifestyle driver
Living healthily is evolving from a goal to a way of life. Health and wellness will become a lifestyle aim, and integrated into everyday choices, rather than a niche goal, and shoppers want simple, clear guidance and products that support their evolving needs.
Available to IGD members, the full UK trends 2026: the shopper and grocery retail reports can be found here and here, while the ‘European channel forecasts 2025 – 2030’ report can be found here.