Inflation continues to impact UK households, new data from NIQ shows.
New data released today (4 February) from researchers NielsenIQ (NIQ) shows total till sales at UK major supermarkets grew +4.1% in the last four weeks to 24 January, up from 3.0% in December.
However, NIQ’s data also shows unit growths fell by -0.6% as shoppers took stock on personal finances after a busy Christmas.
Inflation continues to impact UK households as it returns to the top of mind for many shoppers. The data shows that average spend per visit increased by +2.5%. While frequency of visits was up (+1.4%), many households shopped cautiously for their weekly groceries as items in the shopping basket fell (-2.3%).
In addition, and just as with last year, UK shoppers in 2026 are now focusing on improving their health and wellness, with one in four households surveyed listing health is their number one priority.
This trend 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, NIQ said.
Mike Watkins, head of retailer and business Insight at NIQ, 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.
“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’re seeing a 20% boost to sales of cereal bars where there is a protein claim.”
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