British consumers kick off the year with a surge in healthy eating, driving up sales of fresh produce as grocery inflation finally begins to cool.

British shoppers have embraced a healthier start to 2026, filling their baskets with record amounts of fruit and yoghurt as they seek to shed holiday excess and hit new wellness goals. Data from Worldpanel by Numerator reveals that sales volumes of fresh fruit and dried pulses jumped by 6% in January, while cottage cheese sales skyrocketed by 50%, marking a decisive shift in consumer habits.

This shift in consumer behavior is not just a seasonal fad; it reflects a broader trend towards wellness amidst an improving economic landscape. With grocery inflation dipping to 4%—its lowest level since the previous April—households are finding it slightly easier to prioritize nutrition over mere sustenance, moving away from processed staples to nutrient-dense whole foods.

The "Damp January" Effect

Interestingly, the data shows a nuanced approach to health. While "Veganuary" saw a decline in interest, shoppers turned towards "high-protein" and "high-fibre" products, with nearly a quarter of consumers specifically seeking these out. The rise in cottage cheese consumption—bought by 2.8 million households—signals a return to retro superfoods that offer value and nutrition.

Retailers also noted a change in alcohol consumption. The traditional "Dry January" was replaced by a "Damp January," where shoppers resumed buying wine and beer earlier in the month, balancing their health kicks with moderate indulgence. "Shoppers are taking a more practical, balanced and achievable approach to healthy eating," noted Fraser McKevitt, head of retail and consumer insight.

• Own-Label Boom: To manage costs, shoppers continued to flock to supermarkets' own-label lines, which now account for over 52% of grocery spending, a record high.
• Inflation Relief: The drop in inflation offers a glimmer of hope for the retail sector, potentially boosting consumer confidence as the year progresses.

A Healthy Outlook

The trend suggests that 2026 may be the year of the "conscious consumer" in the UK—one who is price-aware but health-focused. Supermarkets are already adapting their layouts and promotions to cater to this demand for fresh, protein-rich foods.

The message from the checkout aisle is clear: health is wealth. As 2026 unfolds, retailers will need to adapt to a consumer base that is increasingly knowledgeable, demanding, and determined to eat well without breaking the bank.