Tesco Media’s third annual retail trends report, We Know the Nation 2026, paints a picture of British consumers who are looking for a sense of community and sharing of values. Gone are the days when the relationship between retailer and shopper was purely transactional. Tesco’s data shows that, at a time of growing economic and political uncertainty and increasing pressure on household finances, British consumers are seeking support from their friends and family and enjoying shared moments at home.
With an estimated 80% of UK households owning a Tesco Clubcard, the report draws on this wealth of data to give brands access to the shopper information they need for successful brand-building. Looking closely at current retail trends, this year’s data shows that events and social media trends are merging with this shared desire for community to influence shopper behaviour. The 80th anniversary of VE Day saw an 8.8% increase in sales of scones, cream and jam, sales of soft drinks skyrocketed during the Lionesses’ Euro 2025 victory, and Dubai Chocolate and ‘Chicken Wine’ (AKA La Vielle Ferme) both enjoyed a massive uptick in sales thanks to TikTok influencing.
Making intentional choices
There’s also been a shift away from a ‘treat yourself’ mentality to a ‘treat yourself better’ mindset, where consumers are choosing healthier options – volume sales growth of low and no-alcohol beers and ciders outperformed alcoholic equivalents by 11%, for example, while protein-based products have seen double digit spend and volume growth. Stacy Gratz, sales & marketing Director, Tesco Media, said: “This shift from ‘treat yourself’ to ‘treat yourself better’ reflects a broader desire for balance rather than excess. Shoppers still want enjoyment and discovery, but on terms that make sense for their lives today. As these behaviours become more mainstream, experiential retail and personalised journeys will increasingly define how brands earn trust and long-term value.”
Discovery is changing
The data confirms findings that shoppers are not simply creatures of habit, ticking items off a shopping list, but are open to influence as they move through the supermarket – both online and instore. On the digital side, shoppers are exhibiting more considered behaviours. The number of unique visits to Tesco.com has grown by 5%, page views by 27%, and search volumes 11%. But, while discovery is being redefined in this digital era, it is certainly not disappearing. Customers are highly receptive to new products, so long as they’re relevant. 78% of Tesco shoppers say that non-endemic ads make sense in the grocery environment – opening up a significant opportunity for non-FMCG brands.
Nick Ashley, client development director, Tesco Media, said: “Value is being redefined. Shoppers are making far more intentional decisions as they balance budget, wellbeing and everyday life. Brands and agencies should think differently about how discovery, relevance and loyalty show up across the shopping journey.”
Tash Whitmey, managing director, Tesco Media, added: “We’ve curated this year’s trends report to support our advertising industry with a clear, insight-driven view of how culture and cognition are reshaping the way people shop. It cuts through the noise and gives brands confidence about where to focus next. In a landscape defined by choice, complexity and rapid change, this is a guide to support marketers and drive growth.”
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