UNFI spots key trends for holiday season

UNFI said its 2026 Holiday and Winter Selling Show in Uncasville, Conn., highlighted several consumer trends shaping the upcoming holiday market.

Private labels move up the holiday menu

Retailers reported that shoppers are turning to private‑brand products for festive entertaining, looking for items that feel upscale yet remain affordable. The shift suggests private labels are no longer seen only as low‑cost substitutes but as reliable choices for seasonal gifts and party supplies. “Consumers want a mix of quality and value,” said a senior buyer from a regional grocery chain, who asked to remain unnamed.

Fresh produce takes center stage

Fresh fruits and vegetables are gaining attention beyond their traditional role as side dishes. Younger shoppers, in particular, are drawn to unusual varieties such as red kiwis and broccolini, seeing the produce aisle as a source of health‑focused inspiration and new recipes. The trend aligns with a broader desire for meals that combine flavor, nutrition and visual appeal during holiday gatherings.

Wellness‑focused ingredients in holiday aisles

Customers are scrutinizing ingredient lists and looking for functional benefits, especially in natural and organic categories. Products that promise better‑for‑you attributes—like added vitamins or probiotic content—are finding a place next to classic indulgences. A nutrition specialist at a national chain noted that “the holiday shelves are now a hybrid of comfort and health‑conscious options.”

Event highlights and supplier recognitions

The show assembled more than 1,400 grocery retail representatives and 715 suppliers, showcasing nearly 70 brands new to the market. UNFI honored 19 partners with its third Supplier Circle of Excellence Awards, citing product innovation, category leadership and community impact. Top recipients included Lumen, Better Sour, Organic Valley and Frontier Co‑op.

According to the event summary, the product mix spanned natural, organic, fresh, specialty and conventional grocery categories. Demonstrations featured emerging items, from plant‑based snacks to fortified beverages, reflecting the broader industry push toward diversified assortments.

Analyst view on the holiday outlook

A retail analyst from a market‑research firm cautioned that while the trends appear promising, supply‑chain constraints could affect availability of specialty produce and private‑label innovations. “If logistics don’t keep pace, retailers may struggle to meet the heightened consumer expectations,” the analyst said.

Retailers are watching the trends closely.

UNFI’s director of Retail Operations and Enterprise Development, Jeremy Laurange, emphasized the importance of anticipating shopper needs. “Success during the holiday season comes from delivering relevant solutions throughout the store,” he said, adding that the company will continue to support retailers with data‑driven insights.

Data from the show indicate that private‑brand sales are projected to grow 8 % year over year, while fresh produce categories could see a 12 % increase in seasonal purchases. Functional wellness items are expected to add roughly $1.3 billion in revenue across the holiday period, according to internal forecasts.

Some attendees noted that the emphasis on premium private labels might pressure smaller suppliers to innovate faster, a point that could reshape competitive trends in the coming months. The conversation at the event occasionally drifted to the role of digital tools in tracking shopper trends, a topic that will likely feature in next year’s agenda.

Overall, the UNFI show highlighted a market that is both health‑aware and eager for distinctive holiday experiences, a combination that retailers will need to balance as the season approaches.