As we look back on 2025, one theme remains clear: caution is still top of mind with consumers. It’s not hard to see why. Economic uncertainty, coupled with inflation and cost of living pressures, are making consumers think twice about how they spend. This also means shoppers are increasingly becoming intentional in their purchasing decisions.
However, intentional spending doesn’t automatically translate into a single-minded hunt for the lowest prices or loyalty-led discounts. While cost remains a key consideration, brands and retailers must offer clearer choices that not only deliver on price but also uphold a strong sense of quality and added value.
The drive for better quality and value
This theme runs clearly through this year’s Top Products Survey. UK shoppers are increasingly seeking products that offer quality and genuine added value – whether that comes in the form of extra protein, better functionality or a credible sustainability benefit. Our latest data reflects this shift: consumers have gravitated towards fresh, natural choices, from core proteins like meat and poultry to fresh fruit, which is the fastest-growing category of the year.
What is even more interesting is that shoppers are willing to spend more on products that offer them this quality and added value, especially if it is going to enhance their health or wellbeing. This is evident in the strong performance of categories such as sports and energy drinks, as well as morning goods (breakfast food) and specialty breads. Depending on their lifestyle, consumers see products within these categories as offering meaningful benefits: from convenient energy and performance boosts for those on the go, to higher-quality options for shoppers who want to prioritise their mealtimes.
As we approach 2026, we expect health to continue to steer consumer trends even amid ongoing cost of living concerns. This trend has in turn led to the rise of weight-loss medication – globally, NIQ data identifies that 43% of consumers say they would consider taking anti-obesity medication (AOMs) if recommended by a healthcare professional.
While Brits still remain cautious about AOMs – nearly a third (31%) remain unsure about taking it – interest is still expected to build over time. And as uptake increases, we’re likely to see clear impacts on grocery shopping behaviours. With appetite suppression a common side effect, some shoppers may begin purchasing less food overall or gravitating towards smaller portions and more nutrient-dense options. We’ve noticed this trend in our data: 9% of UK households include someone using weight-loss medication, and those households report a 5% drop in grocery spending.
With this in mind, brands and retailers must stay ahead of shifting trends, and that means being armed with the right insights to guide product development and strategy. Understanding where demand is moving, and what shoppers prioritise, is essential. This year’s data makes one thing clear: purchasing decisions are increasingly shaped by trust. While price remains a factor, brands and retailers that can prove their products offer added value and quality will earn shoppers’ trust, and this will be crucial to build in 2026 as competition increases.
Julian Crane is managing director UK&I at NIQ
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