Worldpanel by Numerator figures underline new-year shopping trends
Own-label grocery sales have hit the highest level ever recorded in the UK, according to new data from Worldpanel by Numerator.
The market analyst noted that with many shoppers looking to cut back after record spending on groceries in December, the share of spend on own-label goods was always like to rise, as it typically does in January.
So it transpired, with own label accounting for 52.2 per cent of grocery spending in the four weeks to 25 January 2026.
Promotional spending also picked up pace in the period. While not hitting the Christmas highs, it rose by 10.9 per cent year on year, marking the fastest rate of growth since October 2024.
By contrast, full-price sales edged upwards by just 1.7 per cent compared with the same four weeks last year.
Overall, take-home sales at the grocers grew by 3.8 per cent over the four weeks compared with a year ago, Worldpanel figures show. Offering some relief for shoppers, like-for-like grocery price inflation eased back to 4 per cent, the lowest level since April 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.”
New Year goals fuel nutrition-led choices
Healthy habits were a key pillar of shopper behaviour in January, Worldpanel data indicates. Nearly a quarter of shoppers (23 per cent) are actively seeking out high-protein options, and an even higher proportion (26 per cent) are looking for high-fibre products.
These choices are reinforcing demand for everyday naturally nutritious staples already found in most shopping baskets. Fresh fruit and dried pulses led the way with volumes up 6 per cent year on year, alongside solid growth in fresh fish, poultry and chilled yoghurt.
Lidl was the fastest-growing brick-and-mortar retailer, with sales up by 10.1 per cent over the 12 weeks to 25 January compared with the same period last year. The discount retailer’s market share stands at 7.7 per cent, an increase of 0.4 percentage points over a year ago, continuing an unbroken run of market share gains stretching back to October 2021.
