CHECK OUT WHAT'S SWEEPING SUPERMARKETS

Following crazes for high-protein foods, veganism and Dubai chocolate, BRIAN DILLON reveals what consumers will be sticking in their shopping baskets this year

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FORGET scribbled shopping lists, social media trends were the driving force steering supermarket trolleys down the aisles last year. Dubai chocolate and other viral sensations flew off stores' shelves, spurred on by Instagram images of exotic delights.

This year, however, will see consumers take back control of their baskets and make more mindful choices based on health and finances, according to experts.

As the cost-of-living crisis bites, customers are setting their standards higher than ever when it comes to value for money. And with greater awareness around how ultra-processed foods can affect gut health, products that boost wellbeing will also be a factor in what we buy.

So what does this mean for the supermarket landscape?

More fibre-rich food on shelves

PROTEIN has been one of the largest wellness crazes in recent years, with gym-goers in particular becoming hyper-aware of how much of the nutrient they are consuming in a day.

This year, fibre is expected to be the macronutrient on everyone's mind. In fact, Waitrose's 2026 Food & Drink Report found that getting enough fibre is the biggest concern of health-conscious consumers.

"Fibre in many ways is becoming more important than protein in the eyes of consumers," says Joe Woolf, owner of food marketing firm The Discovery Stand.

A recent YouGov/AHDB survey found 26% of UK consumers plan to reduce their consumption of ultra-processed foods this year, with 13% of them planning to up their fibre intake.

"There's a real shift towards fibre-rich, gut-friendly foods and plant-based options that don't feel like a compromise," says Caroline Morris, sales director at barbecue retailer Barbequick. "This shift towards more nutrients like fibre is already evident in Marks & Spencer, which is leading the charge with its new nutrient-dense range.