UK shoppers are increasingly focusing on improving their health, according to new data from NIQ.

The company said 1 in 4 households reported that physical health was their number one priority for the year ahead.

NIQ said this impacted January revenues, with increased sales of protein (+9.6%) and fibre (+14.1%) based foods leading to “considerable value growth” over the last 26 weeks. 

Sales of supplements were 18.4% and minerals increased 9.2% over the last four weeks.

NielsenIQ head of retailer and business insight Mike Watkins said: “Shoppers have entered 2026 with caution and a need to continue to balance budgets. 

“However, 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.” 

Total till sales at UK major supermarkets grew 4.1% over the last four weeks ended 24 January 2026, up from 3% in December, according to the marketing research firm.

However, unit growths fell by -0.6% as shoppers took stock on personal finances after the Christmas period.

Average spend per supermarket visit increased by 2.5%, amounting to £22.08, impacted by inflation. Frequency of visits rose 1.4%, while items in shopping baskets fell -2.3%.

Meat/fish/poultry sales rose 7.7%, becoming the fastest growing super category over the period.

Ocado (+14.2%) retained its position as the fastest-growing retailer, ahead of Lidl (+9.8%). 

Watkins added: “Looking ahead to Q1, with weak sentiment, some persistent inflation and shoppers looking to save money, we anticipate total till growth of around 3% to 3.5% and unit growth expected to remain stuck in the range of -0.5% to flat until Easter, or until the arrival of early spring weather to kick start sales again.” 

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