How UK Shoppers Are Redefining Innovation, Quality and Value in 2026

At Levercliff, we know innovation remains a critical driver of growth in food and drink. However, our latest research suggests that many new product launches are struggling to fully resonate with shoppers.

Our most recent UK Consumer Tracker, based on a nationally representative UK sample of 1,003 shoppers, explores how expectations around innovation, quality and value are evolving in 2026, and where brands and retailers have opportunities to strengthen impact in an increasingly competitive market.

Innovation is still wanted…but expectations are higher

Our research confirms there is still a strong appetite for innovation. 61% of consumers believe that new product development adds value, variety or choice, highlighting that shoppers continue to welcome well executed innovation.

However, the challenge lies in delivery. While 67% of shoppers say the last new food or drink product they tried simply met their expectations, only 16% say it exceeded them. This points to a growing gap between innovation intent and perceived impact, with a clear opportunity for brands that can move beyond “good enough” and truly delight shoppers.

Quality is no longer defined by the brand alone

One of the most significant shifts we are seeing is in how shoppers judge quality.

The influence of brands as a quality cue has weakened. Just 21% of consumers now associate quality with “the brand”, down from 29% a year ago. Instead, shoppers are increasingly relying on other signals:

• 27% associate quality with natural ingredients (up from 20%)

• 22% associate quality with products being less processed (up from 16%)

This shift has major implications for innovation, formulation and on pack communication, particularly in a climate where value for money remains the strongest purchase driver.

Premium own label is raising the bar

Our research also highlights the growing strength of premium and super premium own label ranges.

Almost half of UK shoppers say they buy premium own label products at least some of the time, and nearly one in two have also purchased super premium or luxury own label ranges. Notably, 30% of consumers now associate higher quality with premium own label, a higher proportion than those who associate quality with brands.

These ranges are no longer reserved solely for special occasions. Over one in five shoppers say they buy premium or super premium own label for everyday use, suggesting own label is increasingly filling innovation and premiumisation gaps that brands have traditionally occupied.

Innovation visibility is under pressure

Despite strong interest in innovation, fewer shoppers are noticing new launches. Only 38% of consumers recall seeing a new food or drink product in the past three months, down from 47% last year.

Discovery remains most likely to happen in store at supermarkets, but awareness through traditional channels such as TV and in store magazines has declined, while price promotions and social media are playing a growing role. In an increasingly busy retail environment, getting innovation seen (and clearly understood) is becoming as important as the innovation itself.

What this means for brands and retailers

Taken together, the findings suggest a market where:

• Innovation remains important, but expectations are harder to exceed

• Quality cues are shifting away from brands toward naturalness and simplicity

• Premium own label is reshaping value and innovation benchmarks

• Visibility and clarity are critical to driving trial and repeat purchase

Understanding these shifts is essential for effective innovation and new product development in a value conscious and highly competitive landscape.

Download the latest Consumer Tracker

This edition of the Levercliff UK Consumer Tracker provides evidence based insight into how UK shopper attitudes are changing, and what this means for innovation, brand and category strategy.

Download the full report to explore the findings in detail.

Watch the webinar recording

To bring the data to life, Fintan O’Leary, Executive Chairman at Levercliff, recently hosted a webinar exploring the findings in depth and overlaying them with wider market context.

Watch the webinar recording here for further interpretation of what these shifts mean for innovation, premium positioning and delivering greater cut through.

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