An annual report by analysts NIQ and Convenience Store’s sister title, The Grocer, has revealed the key shopper habits from across 2025.
Many were seen to shift to healthier habits, as fresh fruit surged while vaping and tobacco collapsed, the new Top Products Survey 2025 report has revealed.
The vaping and tobacco category saw the steepest falls, with Elf Bar (-£139.3m*) continuing to be the biggest overall declining product in the survey. This was followed by Lost Mary (-£72m) and SKE Crystal (-£66.5m), signalling “a clear drop in the popularity of vaping - a trend further enhanced by the ban on disposable vapes,” the report added.
Fresh fruit was the fastest growing category in 2025, with strawberries, blueberries and grapes among the year’s fastest growing products in terms of value sales.
Perhaps contradicting the healthier news somewhat, the meat-free category continued to lose shoppers and was in fact among the fastest falling categories, down £23.2m, as flexitarian consumers shifted to more traditional proteins.
More evidence of Brits taking better care of themselves was reflected in alcohol’s ofrtunes, where lager, table wine and spirits all shed volumes and lost £233.1m in value sales between them.
This decline may also be linked to inflation, however. Higher prices caused many shoppers to avoid the alcohol aisles. Even with the UK’s hottest summer on record, the biggest casualties in the category were San Miguel (-£50.4m), Fosters (-£43.4m) and Carling (-£41.0m).
“The biggest inflation was felt in confectionery, where chocolate was 10.8% dearer per average kilo - due to the soaring cost of cocoa.”
The biggest inflation was felt in confectionery, where chocolate was 10.8% dearer per average kilo - due to the soaring cost of cocoa. Those higher shelf prices resulted in a £542.5m increase in value sales, but those higher prices were not without consequence, as 11.5 million fewer kilos of chocolate went through retailers’ tills.
Sports and energy drinks also maintained strong year-on-year momentum. The category benefited from sustained demand and continued interest in functional beverages. However, after experiencing huge sales growth in 2023 following its social media-fuelled launch, sales of Prime (-£58.4m) fell sharply as consumer interest normalised.
Strong sales were also seen in morning goods and specialty breads as shoppers sought out more expensive but healthier sourdough and speciality products, with brands such as Jason’s Sourdough flourishing.
Adam Leyland (right), editor-in-chief at The Grocer, added: “This year’s Top Products Survey provides fantastic insight into the priorities and changing habits of the nation’s shoppers. It’s heartening to see the healthy switches shoppers have made.
“But the return of inflation is unwelcome. Shoppers have voted with their feet, or perhaps more accurately their hands, picking out value, but putting items down - even ones they love - if they consider the price to be exorbitant Money is tight, and shoppers are saving money by eating out less.
“It’s clear the shopper’s patience has snapped.”
“The decline in volume sales in categories that have seen the biggest price hikes – such as dairy, chocolate and beef – shows there are limits to price elasticity. It’s clear the shopper’s patience has snapped.”
Julian Crane (left), NIQ managing director UK&I, added: “This year’s results point to a genuine reset in shopper behaviour. Consumers are prioritising wellbeing, buying more fresh fruit and minimally processed foods, and returning to the reliability of core proteins and speciality breads.
“At the same time, we’re seeing a decisive shift away from vices like smoking and vaping as regulations tighten and health concerns rise. For retailers and brands, understanding this interplay between wellness, value consciousness and regulation will be critical. Those who align quickly with these changing priorities will be best placed to build loyalty and drive sustainable growth into 2026.”
*All data is sourced from NIQ ScanTrack and covers value sales.
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