UK supermarkets: five opportunities to increase the growth ceiling
Source: foodfuturesinsights.com, 22nd July 2026 F rom our global supermarket analysis framework, and our assessment of broader food and drink missions and the opportunities within them, here are our five top recommendations for UK supermarkets to grow beyond their current ceiling. Increase the focus on fresh Fresh is emotive. What's more, it creates a very strong link to the product itself. Clearly there is a strong health-led angle driving consumers desire to shop and eat fresh food. And they like solutions - adding part or fully prepared fresh solutions, for the right retailer and in the right locations, can substantially boost the range of functions and missions that a store can meet. . So our recommendations around this are twofold: Locate fresh at the entrance to the store and introduce relevant adjacent products - extended fresh sections can play a key role here. Consider routes to accelerating wider fresh credentials, including more specialist ranges. We've seen grea...