Despite still shopping cautiously amid food inflation impacts, a shift towards healthier diets among UK consumers is set to continue through 2026, according to latest consumer data from NielsenIQ (NIQ).

NIQ’s latest report confirms that UK shoppers in 2026 are increasingly focusing on improving their health and wellness, with 1 in 4 households saying that Health is their number one priority for the year ahead. As such, shoppers are increasingly ‘looking behind the label’ as they seek out more knowledge about nutrition.

This impacted January sales as growing consumer awareness increased sales of both Protein (+9.6%) and Fibre (14.1%) based foods, resulting in considerable value growth in the last 26 weeks.1 And furthermore in the last 4 weeks, sales of Supplements (+18.4%) and Minerals (+9.2%) have seen generous growth.

In line with shoppers’ health and nutrition priorities, category performance saw Meat/Fish/Poultry (+7.7%) become the fastest growing super category with units also in growth (+1.3%). No/low alcohol drinks also gained share as No/Low Cider sales (+28%) and No/Low Spirits rose (+8%).

eCommerce remains the fastest growing FMCG channel with value sales growth of +9.0% and market share increasing to 14.2%.

Mike Watkins, head of retailer and business insight at NielsenIQ, said: “Shoppers have entered 2026 with caution and a need to continue to balance budgets. This is felt most by two-thirds of households who still expect to be moderately or severely impacted by cost-of-living increases.”

“However, what’s interesting is that as well as a shift to essential food and drink there is continued interest in health and nutrition, fuelled by new product launches. For example, we are seeing a 20% boost to sales of cereal bars where there is a protein claim.”

• NIQ’s food retail data is gathered from till sales at major grocery multiples and convenience store chains. Main image: Courtesy J Sainsbury PLC