Comparing the UK’s leading large-format retailers reveals the growing importance of driving loyalty, influencing decisions and capturing extra spend.
At a Glance
Large-format stores remain the leading grocery shopping channel and continue to dominate main shopping missions. However, in an increasingly competitive retail environment, shoppers are sticking to budgets and balancing spending across multiple retailers in search of the best value, quality and convenience.
Shoppers are becoming more planned
Shoppers have adapted to rising prices by adopting a range of savvy money-saving tactics. Retailer choice is increasingly influenced by loyalty schemes, promotions and everyday low prices. Planning ahead remains a key way shoppers manage their budgets, with 60% of large-format shoppers now planning purchases in advance, up from 58% in 2025. As a result, many enter stores with a clear shopping list and specific mission in mind, making it increasingly difficult for retailers and suppliers to influence behaviour and drive unplanned spend.
A more planned approach to cooking presents new opportunities
Meal planning has risen by 10% from 2025, reflecting not only shoppers' desire to budget but also a growing demand for convenience and organisation. More shoppers are planning meals for the week ahead, reflecting a growing trend towards meal prepping. Waitrose shoppers are among the most likely to plan both meals and purchases, as the retailer promotes a more considered and inspirational approach to cooking culture. This highlights an opportunity for retailers to support meal planning through recipe inspiration, cross-category merchandising and convenient meal solutions.
Shoppers may plan their grocery spend, but they are less likely to plan treat purchases
However, planning does not eliminate impulse purchases. Instead, retailers and brands must work harder to cut through and influence shoppers once they are in-store. Shoppers often balance their budget with moments of impulse. M&S shoppers are the most likely to buy more than they originally planned, despite being among the least likely to be on a main shopping mission. Instead, many are visiting for food-for-now, food-for-later and top-up missions, creating greater opportunities for spontaneous additions to the weekly shop. M&S's continued investment in premium own-label and NPD, particularly within ‘enjoyable impulse’ categories such as biscuits, confectionery, dips and ready-to-eat meals, encourages shoppers to add to their baskets.
Retailers still have opportunities to capture shoppers in-store
Shoppers are also unlikely to visit every aisle during their trip. For many, avoiding certain aisles is a deliberate tactic to reduce temptation and stick to their shopping list. This behaviour makes it more challenging for retailers and brands to influence purchasing decisions once shoppers are in-store. As a result, driving visibility through secondary displays, aisle-end activations, and cross-category merchandising becomes increasingly important.
As budgets tighten, shoppers will plan ahead, so influencing them ahead of the shopping journey and ensuring products make it onto the list is increasingly important. However, there are also emerging opportunities where retailers can influence shoppers and drive unplanned spend in-store through inspiration, personalised tools and well-placed activation.