Digital maturity

John Kinney, Unitas CEO, believes the industry will become more data-driven.

What do you think will be the biggest emerging trends in wholesaling in 2026?

In 2026, we expect a decisive shift toward data-driven wholesaling. At Unitas, we’re already seeing members demanding deeper insight into pricing, promotions, and category performance. Efficiency, digital maturity, and value delivery will define the winners next year, and Unitas is positioning its members to lead in each of these areas.

What will be the key categories to watch out for?

Health and wellness will remain a significant growth engine, alongside functional beverages and world foods. Value-led own label will also continue to expand, and at-home meal solutions and food-to-go will be pivotal areas, and Unitas is working closely with our supplier partners to ensure members are benefitting in these areas.

How can wholesalers best prepare for 2026?

Preparation for 2026 requires clarity, capability and collaboration. Wholesalers must invest in their digital platforms, improve data literacy, and strengthen supplier partnerships and utilise AI to help in their decision making. Unitas is focused on delivering the tools, insight, and commercial frameworks that enable members to compete confidently amid evolving market pressures.

With the recent launch of the Unitas AI Academy, designed to provide practical training in AI all relevant to the wholesale industry, will ensure our members are well prepared and well supported for 2026.

Do you think online shopping will increase over the next year?

Undoubtedly, yes. Digital ordering is becoming the primary channel for many consumers, retailers and foodservice operators. As Unitas continues to enhance digital trading and improve product visibility and promotional clarity, we expect online adoption to accelerate even further across our membership and across their customer base.

Do consumers still love local shopping?

Absolutely, and this remains a competitive advantage. Local independent businesses, such as convenience stores, cafés, restaurants, pubs and out-of-home outlets continue to deliver trust, convenience and community value. Through Unitas, independents benefit from stronger commercial terms, more impactful promotions and the operational support needed to retain and grow their customer base. With many consumers looking to shop and live more sustainably, local independent operators can fulfil this requirement by supporting local suppliers and producers.

Will wholesalers become more reliant on AI and robotics?

The direction of travel is clear: efficiency and insight will increasingly be powered by AI and automation. Unitas is already utilising AI to improve forecasting, optimise promotions, and enhance member performance analysis. We have invested in the Unitas AI Academy to ensure our members can take advantage of the opportunities provided through AI, ensuring they can access affordable and practical training for their teams.

While robotics may further streamline warehousing and logistics across the other sectors, it might be a while yet before we see these on the wholesale side of the fence, but we can all see the sense of direction.

Will wholesalers adopt more sustainable practices such as eco-friendly packaging, reducing transport emissions, and implementing recycling programmes?

I am sure they will, in fact, they must. Sustainability is no longer optional although in the current economic climate, it is becoming a challenge to ‘do the right thing’ when this can prove to be a more expensive route. Unitas members are actively progressing in a variety of areas such as route optimisation, packaging reduction and waste management. The foodservice sector is leading the way, often driven by customer requirements but I believe as wholesalers become more sustainable in their operational practices, this will provide them with a competitive advantage, as well as saving them money in the longer term.

Will consumers stay in more and will there consequently be more products aimed at in-home consumption?

I believe in-home consumption remains a long-term behavioural shift so local independent convenience stores must ensure they offer the right products to meet this sales opportunity; often food and drink premiumisation works well for those nights in. Retailers must regularly review their range and keep up to date with the latest product launches and our Plan For Profit range advice scheme is there to support them in this area.

Will healthy eating and wellness be even bigger trends in 2026?

Absolutely. Health, functionality and wellness continue to shape category growth. High-protein, low-sugar and plant-based lines will strengthen further. Unitas is ensuring its wholesale members have access to the right ranges, new products and merchandising support to respond effectively in these areas. Retail advice, such as our category Focus On guides, are designed to provide retailers with the knowledge and insights they need to capitalise on these opportunities.