Offer value

Dr Jason Wouhra OBE, founder and Chief Executive Officer of Lioncroft Wholesale, says wholesalers will have to fight harder for a smaller market.

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

It’s no secret that the cost of doing business is rising and I think smaller businesses, such as retail stores, out-of-home outlets and wholesale itself, will find it increasingly hard to survive so we will see even more consolidation in the market.

Consumers have less disposable income and as a result, they’re more protective of the money in their wallets, so they are spending differently. Affordable treats are still in favour, but consumers are being cautious, purchasing better quality products less often. What was once a bottle of wine three times a week may now just be once a week, but they’ll treat themselves to a better bottle. The same goes for buying lunch on the go or a takeaway coffee – consumers still want these treats, but they may be purchasing less often.

In 2026, wholesalers will need to fight harder for a smaller market, and we have to offer crystal clear value. Own brand products are increasing in quality all the time, and so these offer wholesalers a point of difference to grow customer loyalty and sales as consumers embrace value alternatives.

What will be the key categories to watch out for?

There are a number of categories that are on the up, including convenience store staples such as crisps, nuts and snacks, and confectionery.

A key category to watch out for is world foods. As consumers embrace cooking global dishes from scratch, they are actively seeking out authentic products rather than fusion-style ingredients, and we have adapted our range in depot to reflect this.

How can wholesalers best prepare for 2026?

We have to be realistic, particularly in this tough trading environment. For those businesses who have money to spend, they can grow their businesses through acquisition as others may consider it the right time to bow out. For those who are wanting to grow organically, it is a challenging landscape but there are positives to focus on, including an active, engaged audience and plenty of opportunities to identify and work on.

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

From online ordering of groceries, prescriptions, clothes, the world continues to shift towards digital platforms, and I can only see this increasing as it becomes more widespread and ever more convenient.

Do consumers still love local shopping?

No matter how brilliant it is to order from an app and have it delivered in minutes, you cannot replace the benefits of a bustling high street or a local convenience store where customers are greeted by name. Shopping local will never go out of fashion, particularly at a time when people feel isolated. Local convenience stores offering products and invaluable services such as banking, parcel collections and bill payments become the hub of their local community, which is truly invaluable.

Will wholesalers become more reliant on AI and robotics?

While I think robotics are a way off yet, there is no doubt that embracing AI can support businesses to become more efficient and productive, but only if you’re using the time you’ve freed up by using automation to move your business forward.

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

Of course, sustainability remains a priority for the sector, for individual businesses and for our customers and end consumers.

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

While consumers have less disposable income to spend, they will be making it count. Just like they’ll spend more but less often on treats, this will also apply to out-of-home occasions – people will still want to go out but they’ll want to make it count, spending on quality rather than quantity. During 2026, there are also a number of key events, such as the World Cup, which will provide a boost for hospitality.

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

While there is demand for products that support health and wellbeing, there remains an appetite for treats so this shouldn’t be forgotten. There has been a shift in how we think about food and drink, and how we consume it, not least due to the rise in weight loss medication, and so we need to reflect changing demand in our offer.