Innovation has topped corporate priority lists for two decades, and in 2025 it drove nearly all the growth in Retail F&B while existing products dragged it down. For supermarket buying teams, that shift makes fast, confident supplier sourcing a competitive necessity, not a nice to have. Here's what the data says, and how three retailers used it to get new products to shelf months faster than usual.

TikTok trends strongly shape food choices, especially among Gen Z, with 85% influenced by social media and 77% using TikTok for product discovery. Viral content drives rapid demand, prompting retailers to develop private label products inspired by influencers. This real-time trend influence is transforming food innovation and consumer behaviour.

The evolving economic landscape presents both challenges and opportunities for supermarket buyers, but private label products (aka "store brands") will continue to grow across most categories. By focusing on quality, health, and sustainability, supermarket buyers can meet the diverse needs of shoppers and drive growth in this competitive market.