United Natural Foods Unveils Top Industry Trends to Help Retailers Plan for the Holiday and Winter Selling Season

During its second Holiday and Winter Selling Show of 2025 in Uncasville, Connecticut, UNFI  brought together more than 3,900 attendees, connecting more than 1,400 retailers and over 750 suppliers. Exhibitors showcased thousands of unique products, spanning the natural, organic, fresh, specialty, and conventional grocery categories

During the show, UNFI experts shared the latest industry insights and emerging growth opportunities to help grocers stand out during the upcoming holiday and winter selling season. Top industry trends include*:

Promotions are on the rise – Promotional activity has ramped up with one-third of grocery volume focused on deals or value.  

Private label is gaining popularity – Investment in private label continues with an expected 40% sales growth by 2030. 

Disruptors are picking up speed – Challenger brands are gaining an edge, generating 27% growth in the food sector last year. 

Health and wellness brands are booming – Fresh, high-protein and better-for-you options are outpacing the rest of the store. 

Experiences are essential – Unique assortments and in-store experiences continue to drive traffic and volume for retailers of all sizes.

To help customers and suppliers capitalize on these trends, UNFI leaders also highlighted how their Professional Services offerings – including data platforms like Scan Advantage – can make it easier to use consumer insights and analytics for better assortment and promotional planning during high-volume seasons.

“UNFI Professional Services has been a game changer for us,” said Emily Brown, Store Manager, Catherine’s Market. “Scan Advantage gives us the insight we need to align our operations and product mix with seasonal trends and consumer preferences. It helps us stay ahead of what they’re looking for, whether it’s national brands or ideas we can translate into our house-made bakery and deli offerings.”

Upcoming UNFI Shows
The West Spring & Summer show will be held January 27^th to 29^th in Long Beach, California. The Central and East Spring & Summer show will be held February 10^th to 12^th in Orlando, Florida.