Festivalgoers in 2026 are increasingly choosing healthier food and drink options, according to new sales data from Co-op.
Fresh fruit, nutritious snacks, water and functional drinks have risen in popularity at the convenience retailer’s pop-up festival stores this summer.
Sales data from Co-op’s pop-up stores at Download, the Isle of Wight Festival, Latitude, Kendal Calling and Belladrum Festival has uncovered that music fans are turning into five-a-day festivalgoers, packing more fresh fruit into their weekends than ever before.
Set against the backdrop of a scorching summer, overall fresh food purchases at festival stores were up 26% compared to last year, while sales of grapes and stone fruits climbed 38%.
Demand for Co-op fruit juices increased by 20%, Co-op fruit pot sales rose by 11% and Fairtrade bananas increased 8%, suggesting festivalgoers are being more conscious of getting their five-a-day when partying in the fields.
Hydration break
In hydration, Co-op’s own brand still water was the number one selling drink and is among the top two overall selling products at every pop-up across the five festivals.
Shoppers have purchased more than 7,000 gallons of Co-op still water at festival stores this summer, helping festivalgoers stay hydrated while also supporting clean water and sanitation projects in some of the world’s poorest communities through Co-op’s partnership with The One Foundation.
Another success story of the summer has been Co-op’s new range of vitamin waters, which have quickly found a fanbase among festivalgoers looking for hydration and functional benefits such as muscle maintenance and recovery, digestive wellbeing and electrolyte replenishment.
Georgina Coley, festivals partnership manager at Co-op, said: “Festival weekends are all about having a good time, but it’s clear people don’t want to leave their healthy habits at home.
”Our sales data has uncovered the trend for festivalgoers making more balanced choices across the weekend, whether it’s picking up fresh fruit for breakfast, grabbing a juice before heading to the main stage, or stocking up on healthy snacks for the day ahead.”
No comments yet