Are your plans aligned with retailers’ 2026 priorities? 👀
What mattered to retailers last year isn’t necessarily what matters now.
If your strategy doesn’t evolve with them, you risk falling behind.
Inflation has eased, but value is still the number one priority.
Shoppers are buying less, own label outperforms brands, and loyalty pricing shapes how people see ‘good value’.
So what is really shaping retailer priorities right now?
Here are the key shifts you need to know.
1. Value is a delicate balance of price tiers, loyalty and shelf price 🏷️
Retailers are shaping how value shows up through branded and own label price tiers, with a careful balance of promotions and EDLP (Everyday Low Prices).
Tesco has started 2026 with a renewed push on ‘Everyday Low Prices’, re-establishing EDLP alongside ‘Clubcard Prices’ to strengthen its overall value proposition.
Sainsbury’s continues to centre value around ‘Nectar Prices’, using loyalty-led promotions as a core driver of perceived value.
Co-op is using ‘Member Prices’ to compete more aggressively on price in convenience, while still protecting margins through controlled mechanics.
Value is no longer just set at shelf. It is increasingly controlled through retailer systems, with loyalty schemes shaping what gets seen, how it is priced and where it gets space.
2. Retailers are tightening ranges and raising the bar ✂️
Retailers are actively simplifying their ranges, reducing SKU count and focusing on availability and productivity.
Asda is openly prioritising SKU reduction to refocus on core lines and improve value, “bay by bay”.
Tesco and Sainsbury’s are signalling simpler ranges as part of wider ‘save to invest’ strategies.
Morrisons is pushing simpler merchandising and stronger core ranges.
Space is more competitive, duplication is harder to justify, and retailers expect every SKU to have a clear role in the category.
3. Health is becoming a growth platform 💪
Retailers are no longer treating health as a niche. They are using it to create new missions, formats and occasions across the store.
Changes in behaviour, from GLP-1 usage to reduced snacking and smaller portions, are forcing retailers to rethink how categories are ranged, sized and merchandised.
Sainsbury’s is positioning health and innovation at the heart of its ‘First Choice for Food’ strategy, using healthier ranges and clearer signposting to drive quality and differentiation.
Aldi and Lidl are expanding protein-led, plant-based and wellbeing-focused ranges, showing that health is now a mainstream growth lever, not just a premium one.
Co-op is investing in health, new ingredients and new formats as part of its long-term convenience and responsibility strategy.
Health is increasingly something retailers expect brands to build into their category plans.
4. Sustainability is now basic hygiene 🌱
Sustainability is no longer a differentiator. It is the minimum standard retailers expect brands to meet.
Retailers are increasingly treating sustainability as a basic requirement, with clear expectations around recyclability, labelling and pack formats simply to remain listed.
Tesco is embedding sustainability into core supply chain decisions, with a strong focus on reducing food waste, improving packaging recyclability and working with suppliers to meet stricter environmental standards.
Waitrose is prioritising traceability and ethical sourcing as part of its ‘value with values’ strategy, using sustainability to support quality and trust.
Ocado is building sustainability into its long-term platform strategy, with commitments around net zero, responsible sourcing and packaging across its own range.
This means sustainability is less about campaigns and more about operational reality.
5. Digital, social and AI are becoming core retail strategies 📱
Digital is no longer a bolt-on channel. It is now central to how retailers plan to drive growth, visibility and conversion.
Retailers are building AI into search, discovery and recommendations, changing how shoppers navigate ranges and what gets seen.
Ocado is shaping its entire proposition around personalised digital experiences and platform optimisation.
Tesco and Sainsbury’s are scaling retail media, digital gondola ends and in-store screens as core revenue and growth platforms, not just marketing add-ons.
Winning is no longer just about shelf presence. Retailers increasingly expect suppliers to invest in digital visibility, content, media and better use of data to support category performance.
Retailers are backing brands that align with their priorities, whether that’s on price, range, or how they engage shoppers.
If your plans don’t reflect what they’re focused on, it becomes much harder to secure listings, win promotions, and build strong relationships with buyers.
That’s where our UK Retailer Insight Report helps.
Updated for 2026, it gives you a clear, practical view of the UK grocery landscape, including:
✔ Macro insights – the key economic and industry-wide trends shaping grocery retail.
✔ Retailer priorities – one-page summaries of what matters most to each major grocer, from pricing strategies to sustainability goals.
✔ Category growth opportunities – where and how to position your products to meet changing shopper needs.
With each retailer operating differently, a one-size-fits-all approach won’t work.
This paid report is designed to help you tailor your plans, sharpen your sell-in stories, and go into buyer conversations better prepared.
Get your copy today and make sure your plans are aligned with what UK retailers actually want in 2026.
Please don’t hesitate to get in touch if you have any questions or if we can help with anything else.
February 2026