Highlights
- Most grocery trips in 2025 are now smaller, frequent purchases.
- 41 per cent of shoppers switched their main grocer in June, with discounters gaining share.
- Consumers used an average of 3.2 different grocers in June.
UK grocery shopping habits are undergoing a fundamental shift, with top-up shopping now firmly in the driver’s seat, according to recently released insights, suggesting that traditional big weekly trolley shop in the country is now being replaced by more flexible, needs-based shopping.
According to Reward’s latest report, The Trends Reshaping Grocery Spend, which explores six years of grocery shopping behaviour, customer engagement and commerce media firm, 67 per cent of grocery transactions in 2025 were smaller, frequent shops, up from 61.5 per cent in 2019.
The big weekly trolley shop is increasingly being replaced by “little and often” purchases that reflect immediate household needs.
This shift presents an opportunity for convenience retailers and symbol groups, who are well positioned to meet demand for “little and often” missions.
Other key findings include:
- Cross-shopping is becoming the norm: 80 per cent of consumers are using two or more grocers in June and the average shopper visiting 3.2 different grocers.
- Loyalty is waning: 41 per cent of consumers move away from their primary grocer.
- Discounters continue to grow: Discounter grocers are benefitting most from this shift as shoppers manage their budgets, claiming a market share of 20 per cent in June, higher than their 2025 average of 19.3 per cent.
- Online stabilises: Online grocery shopping accounted for 11.4 per cent of spend in June, a figure that has remained stable post-pandemic, indicating online is now a standard channel for all types of shopping missions.
- Value is more than price: While discounter grocers gain ground, full-range grocers that invest in personalised loyalty schemes and convenient multichannel experiences have maintained around 42 per cent of market share since 2019.
Paul Jones, SVP Data & Insights at Reward, comments, “Our insights confirm a key trend that’s been building: loyalty isn’t dead – it’s evolving, and it must be earned. Grocers can no longer depend on routine habits; today’s shoppers are selective, value-driven, and quick to switch.
In this environment, deeply understanding customer behaviour and market dynamics is more critical than ever.
"Retailers that harness data-driven personalisation and activate contextual spend insights through commerce media strategies will be best placed to drive meaningful engagement, long-term loyalty, and sustained growth in an increasingly complex landscape.”
Reward partners with leading grocers and brands to harness real-time behavioural insight, helping them reclaim shopper loyalty, increase share of wallet, and drive measurable results through commerce media ecosystems."