A fast-rising travel habit is turning supermarket aisles into must-see stops, with 77% of travelers engaging in the practice and 35% planning grocery runs on their next trip, according to Hilton research cited by the Daily Mail. The same coverage describes the phenomenon as one of the leading travel trends for 2026.
Visitors seek affordable local foods during their stay and pack regional snacks to bring home, the Daily Mail reported. Across social platforms, travelers showcase full carts from abroad. Posts highlight budget-friendly lunch boxes and socks in Japan, and fresh cheeses, meat delicacies, and cosmetics in France.
Advocates say the appeal is authenticity at low cost, according to Travel And Tour World. Browsing neighborhood stores offers an unfiltered lens on daily life without tickets or schedules. The practice aligns with a broader shift toward experiential travel. Proponents describe supermarket visits as chances to study packaging, ingredients, pricing, and food habits that reflect national identity and everyday priorities.
The practice is being folded into trip logistics. The popularity of Airbnb has given visitors kitchens to cook from scratch with fresh local goods from farmers’ markets, convenience shops, and chain supermarkets. For many who still choose hotels, a quick walk to a nearby store provides an easy way to sample regional snacks, inexpensive alcohol, and unusual items.
In Spain, 63% of travelers visit supermarkets while away to discover new flavors, according to Travel Trends 2026. Motives include finding typical foods and drinks (36%), trying local versions of familiar products (31%), and observing daily life (29%), according to the same source.
Grocery-focused itineraries are particularly popular with Gen Z travelers. They chase local products, exclusive flavors, and everyday experiences amplified by social media. Creators have posted supermarket “hauls” from Spain and beyond.
Japan and the United States rank among preferred destinations for this style of discovery. Visitors hunt for items that are either unique to the local market, or hard to find in their country of origin. In Japan, these often included matcha Kit-Kats, sake, konjac, furikake, and wasabi-coated peas. The travelers frequent chains such as Walmart, Costco, Lawson, Family Mart, and 7‑Eleven.
In the UK, travelers often walk local supermarket aisles to understand British food culture, seasonal habits, and regional preferences.
Destination planners see practical upsides. Supermarket visits distribute foot traffic into residential areas and away from crowded heritage sites while still encouraging exploration. The same trend can lengthen stays as visitors choose apartments with kitchens and spend more locally. Channeling spending into neighborhood stores rather than only major tourist corridors helps local economies capture more tourism value.
For many participants, the act doubles as cultural research: Shelf space highlights national tastes, and labels reveal language, regulation, and health priorities. Seasonal goods mirror climate and farming traditions.
The trend reflects a blend of curiosity and cost-consciousness, according to Travel And Tour World. Rising prices for flights, lodging, and attractions push travelers toward meaningful experiences that do not require extra fees. The thrill of discovering unfamiliar snacks, regional drinks, and distinctive ingredients has become a personal souvenir in its own right. Many participants treat non‑perishable foods as gifts, while longer-stay guests assemble simple meals from local staples.
Produced with the assistance of a news-analysis system.