UK Shoppers Turn To Fruit And Yoghurt As Grocery Price Inflation Eases

British grocery price inflation eased back to around 4 per cent in January 2026 — the lowest point since the spring of last year — according to the latest data from Worldpanel by Numerator, offering a little breathing room for households struggling with food costs.

And there’s some bright news for the fruit category: sales volumes of fresh fruit climbed about 6 per cent year-on-year in January, with consumers also upping their purchases of chilled yoghurt and other healthier items as part of a broader shift in shopping behaviour.

Industry analysts say this uptick in fruit and other “health-forward” categories reflects a growing preference for nutritious choices as shoppers kick off the year with balanced eating goals — even while wallets remain under pressure. Nearly a quarter of households sought out high-protein foods, and more than a quarter looked for high-fibre options, indicating a broader trend beyond fleeting diet fads.

Much of the relief at the till is also driven by value choices: own-label products accounted for a record 52.2 per cent of grocery spending in January, as price-conscious consumers favour supermarket own brands over pricier alternatives. Promotional activity grew sharply too, suggesting retailers are leaning into deals to keep baskets moving.

For fruit suppliers, this environment presents both opportunities and challenges. On the positive side, stronger demand for fresh produce — including fresh fruit — signals resilient consumer interest in healthy choices even when budgets are tight. On the flip side, ongoing cost pressures elsewhere in the supply chain mean price sensitivity remains high among shoppers, making competitive positioning and promotional support all the more critical.

Source: The Guardian