Health, Function, and Trust Are Redefining Value for Today’s Shoppers

April 28, 2026          3 minute read

Grocery trips are becoming more intentional. Shoppers are weighing a broader set of factors at the shelf – price, quality, health, and transparency – as they decide what belongs in their basket and where they shop.

When it comes to value, today’s shoppers are looking for products that feel worth it and retailers they trust to deliver consistently. When value is clear, price becomes less of a focus. When it isn’t, price can quickly become the deciding factor.

That distinction is becoming more important as shoppers feel renewed pressure at the grocery shelf. Rising prices across the store – including in perimeter categories – are pushing more deliberate choices, even as many shoppers try to eat better.

“Value matters more today because consumers aren’t just spending less – they’re changing how they shop. As those behaviors shift, innovation with purpose becomes far more important,” said Nick Walker, UNFI Vice President of Strategic Business Intelligence.

Health is Shaping Everyday Decisions

Health‑driven behavior shifts are now firmly part of routine grocery decisions. Health is no longer a specialty decision or a premium add‑on – it’s influencing how shoppers approach regular trips and meal planning. This shift spans income levels, shaping food choices across the store as shoppers look for options that better align with how they want to eat. 

Protein has Shifted from Trend to Expectation

Protein is taking on a more central role in how shoppers evaluate everyday choices. It’s expected to be present, easy to find, and clearly communicated across meals, snacks, and beverages. Rather than something shoppers experiment with, protein is increasingly part of how they meet routine needs in eating a balanced diet.

Function is Expanding Beyond Protein

At the same time, functional eating is evolving beyond protein alone. Interest is expanding beyond protein to broader benefits like gut health, digestive support, and overall balance. These benefits are showing up more frequently in common food choices, with shoppers gravitating toward simple, credible claims they can understand and trust.

“New” Now Means Relevant and Trustworthy

What’s new on the shelf is also changing. Challenger and private brands are helping redefine what “new” means by focusing on relevance, clarity, and value – not just novelty. Shoppers remain open to discovery, but they’re increasingly selective, gravitating toward products that clearly earn their place through purpose and credibility.

In today’s environment, retailers are finding success by making value unmistakable – clearly connecting health, function, and trust to everyday shopping decisions, and curating assortments that earn their place on the shelf.

Across UNFI, we’re continuing to strengthen capabilities to help retailers differentiate their assortments, deliver compelling value for their shoppers, and profitably grow their businesses.