Fresh data from analysts Worldpanel by Numerator has revealed take-home sales at grocers grew by 3.8% in the four weeks to 25 January, compared with 2025.
Meanwhile, like-for-like grocery price inflation eased back to 4.0% - the lowest level since April last year - offering some relief for shoppers.
The share of spend on own label goods also typically rises in January, and this year was no exception, with these lines accounting for 52.2% of grocery spending - the highest level ever recorded.
Promotional spending also picked up pace, rising by 10.9% year-on-year, the new data shows. This marks the fastest rate of growth since October 2024, and by contrast, full price sales edged upwards by just 1.7% compared with the same four weeks last year.
Fraser McKevitt, head of retail and consumer insight at Worldpanel by Numerator, said: “For most shoppers, January is all about resetting household budgets, and this year was no exception. While grocery sales continue to grow and inflation eased to its lowest level in months, value remained front of mind for many - with own label hitting a record high, accounting for more than half of all grocery spend.”
Other factors affecting consumer spending this year have included heathier habits such as high fibre and higher protein diets. Such choices are reinforcing demand for everyday naturally nutritious staples already found in most shopping baskets such as fresh fruit and dried pulses, fresh fish, poultry and chilled yoghurt.
McKevitt concluded: “Shoppers are actively seeking out foods that support their health goals, with strong demand for staples high in nutrients like protein and fibre. While interest in seasonal diet-focused trends like Veganuary is on the decline, shoppers are taking a more practical, balanced and achievable approach to healthy eating, built around foods already familiar to most households.”
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