Tesco Trends: What is Shaping the UK's Shopping Landscape?

The world is currently undergoing a period of uncertainty, with prices rising and food supply chains facing major disruptions.

The way in which consumers interact with what they are buying has changed significantly and brands need to develop an understanding of these changes in order to meet demand but also remain competitive in the turbulent landscape.

In an attempt to do so, Tesco has released its third annual trends report, 'We Know the Nation 2026', detailing the five key trends which are shaping the UK's shopping habits and trends in 2026.

Meeting consumers half-way

British multinational retailer Tesco has released 'We Know the Nation 2026', Tesco Media's third annual trends report, exploring where consumer habits are heading and how brands can stay ahead of this change. The report explores the external factors which are contributing to changing consumer trends, such as the ongoing integration of AI, a more unstable economic environment and the impact of social media.

As the landscape begins to feel more unstable, the desire for trust grows. The report is in place to show that Tesco is listening to its customers and adapting its strategies in order to support them. By understanding the ongoing factors shaping consumer habits, Tesco is developing its retailer brand as a reliable source.

"As a nation, we are living through a period of economic and social uncertainty," states Tash Whitmey, Managing Director at Tesco Media and Insight Platform.

"In this landscape, a consistent and reassuring proposition isn’t just good practice. It’s how brands protect customer confidence, build repeat custom and reinforce positive habits over time.

"As people become more deliberate about what they choose and where they spend, brands have to work harder to earn attention and reward it. That means creating conditions for discovery and engagement while reliably delivering on core, daily needs."

The report splits its five trends into two sections; Culture and Cognition. Tesco defines 'Culture' by how shoppers are altering their habits to respond to changing socioeconomic realities. 'Cognition' explores how shoppers are feeling and choosing in this ever-changing world.

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Consumer culture

Community Craving
As consumers are feeling overwhelmed by the economic fallout of the cost-of-living crisis, political unrest unsettling the world and AI's rise making consumers unable to understand what is trustworthy, more people finding comfort in their loved ones or their local community. 

Around the 80th anniversary of VE Day, there was an 8.8% rise of scones, jam and clotted cream sold. Meanwhile, communities found through social media trends resulted in Tesco seeing an 80% increase between 2024 and 2025 for 'Dubai chocolate'. When retailers can bridge the gap between online spaces and real-like participation, they create a trusting dynamic between themselves and the consumer. 

Intentional Indulgence
With ongoing pressures from economic struggles, consumers are making more informed decisions about their indulgences. 

• Healthier snacks are seeing an increase, with sales of 'wholesome snack bars' rising by 9% in the past year
• The volume sales growth of low and no-alcohol beers and ciders outperforming the equivalents by 11% last year
• Consumers are prioritising 'fakeaways', with restaurant brand unit sales growing
• Shoppers are finding more reasons to celebrate, with party food growing 3.4% year-on-year
• Online, shoppers are demonstrating more consideration for their products, with Tesco.com seeing a 27% growth in page views

Changing cognition

Moving Mindsets
Last year, Tesco Media's research found that 71% of consumers enjoy discovering new brands while shopping, with a close number stating they make their final decisions while they are shopping. The 'Moving Mindsets' research found that customers either meet the 'functional' mindset – task focussed, in a rush, or not looking for new products – or the 'emotive' mindset – where shoppers are looking for bargains or open to new ideas or products. 

Brands that understand that different headspaces lead to different choices or discoveries will be able to reap more benefits.

Discovery Refined
Though online shopping has made it easier to fall into habitual patterns, smart retailer strategy is still compelling consumers to discover new products. Birra Moretti's partnership with Tesco Real Food placed the beer alongside Italian food and recipes. As a result, shoppers which saw the campaign were 28% more likely to associate the beer with Italian food.

For brands, this means working to grab the attention of the shoppers, adding relevance and inspiration to the shopping journey. By leveraging recipes and sampling, brands can encourage this discovery by opening up the shoppers' minds to new ideas.

Loyalty
By using Clubcard, Tesco has been able to develop customer loyalty, which is increasing with personalised promotional incentives. Customers which receive personalised experiences are 1.8x more likely to pay a premium. By creating a more personal relationship with a customer, brands can offer better experiences for the shopper, seeing an increase in returns.

By staying relevant, adapting to consumer trends or paying attention to national and local culture, brands can create more trust between themselves and their customers. Through this, the customer is more likely to feel at ease within that shop, returning to it as a loyal customer and feeling confident with the decisions they are making.

As a result, the brands will see the benefits, with a wider loyal customer base and an increase in sales.