UK consumers have moved away from a “treat yourself” mentality towards a “treat yourself better” mindset, where balance, confidence and everyday reward matter far more than excessive gratification, with shopping decisions shaped by shifting mindsets as people move between functional and emotive modes even within a single shop.
That is according to Tesco Media’s “We Know the Nation 2026”, its third annual trends predictions report exploring the cultural and cognitive forces shaping how Britain shops, lives and decides.
It follows a separate behavioural study “Moving Mindsets”, which busted one of the biggest myths about shopping behaviour, revealing that most purchasing is not habitual – with only one in four (24%) products bought on a routine basis – whereas seven in ten enjoy discovering new brands during their shop.
Grounded in analysis of Clubcard shopper behaviour, the “We Know the Nation” report shows that grocery shopping is not a habit. As people navigate economic pressure, growing choice and an increasingly complex information landscape, they actively weigh up value, relevance and need.
Tesco insists these trends offer media professionals practical advice on how to harness retail media to build brand and category value.
Tesco Media managing director Tash Whitmey explained: “We’ve curated this year’s trends report to support our advertising industry with a clear, insight-driven view of how culture and cognition are reshaping the way people shop.
“It cuts through the noise and gives brands confidence about where to focus next. In a landscape defined by choice, complexity and rapid change, this is a guide to support marketers and drive growth.”
The report highlights how, in a low-trust era, shoppers gravitate towards familiar spaces and moments of shared experience. This can stem from tradition – the 80th anniversary of VE Day in May 2025 saw a nearly 9% uplift in sales of scones, jam, and clotted cream – or new trends. The viral fame of La Vieille Ferme, TikTok’s “Chicken Wine”, contributed to a 54% rise in sales between 2024 and 2025.
Against sustained economic and social pressure, community-led moments, cultural relevance and experiential retail become increasingly important signals of authenticity rather than optional extras
“We Know the Nation” shows shoppers becoming more intentional in how they treat themselves with behaviours pointing towards a focus on considered indulgences over restriction.
From milestones to moments, shoppers are shifting towards more regular celebrations, with growth in party food 3.4% in the year to November 2025. The volume sales growth of low and no-alcohol beers and ciders, for instance, outperformed alcoholic equivalents by over 11% last year, while sales of healthy snack bars rose by 9% in the year to November 2025.
The report highlights an intention-action gap, reinforcing the role brands can play in helping people make smarter, more rewarding choices without adding complexity or pressure to the shopping journey.
Tesco Media client development director Nick Ashley said: “Value is being redefined. Shoppers are making far more intentional decisions as they balance budget, wellbeing and everyday life. Brands and agencies should think differently about how discovery, relevance and loyalty show up across the shopping journey.
“The role of our new Mindsets research and these actionable trends-based insight is to help brands understand when and where people are most open to influence, and how to support decision-making in ways that feel useful, credible and human.”
Discovery is also changing. As shopping journeys become smoother and more efficient through digital tools and repeat behaviours, the challenge for brands is not friction but familiarity.
Shoppers do not think purely in categories, but in occasions, needs and context. Tesco Media’s Mindsets research shows that 71% of shoppers like discovering new brands while shopping, with 78% of people welcoming non-endemic ads in the grocery environment. This suggests that showing up in relevant, sometimes unexpected moments allows brands to interrupt routine and inspire consideration without adding friction.
Meanwhile, the “We Know the Nation” report also predicts the next era of loyalty. While points and promotions remain important, loyalty is increasingly shaped by how well brands understand long-term behaviours and needs.
Advances in data science and retail media enable more personalised experiences that ease cognitive load, build confidence and support decision-making across different mindsets.
Tesco Media sales and marketing director Stacy Gratz concluded: “This shift from ‘treat yourself’ to ‘treat yourself better’ reflects a broader desire for balance rather than excess. Shoppers still want enjoyment and discovery, but on terms that make sense for their lives today.
“As these behaviours become more mainstream, experiential retail and personalised journeys will increasingly define how brands earn trust and long-term value.”
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