‘Unprocessed’ Is the Word of the Year in the UK Food Shop

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What it is

British shoppers want food they can actually understand. Ocado has responded by launching a dedicated Simple Ingredients aisle on Ocado.com, bringing together products made with short, recognisable ingredient lists.

According to Ocado Retail, about three quarters of shoppers say they’re looking for recognisable ingredients. Its own search data shows how quickly that’s grown, year on year:

• “Unprocessed”: up 178%
• “Wholefood”: up 133%
• “Natural”: up 59%

The aisle is available all year round and updated seasonally, covering everyday products across the shop.

Why it’s interesting

This is a trend a major UK retailer is now building its shop around, not just a buzzword on social media. When a grocer creates a permanent aisle off the back of its own search data, it’s betting the change will last.

It also reflects years of public conversation about ultra-processed foods (UPFs). The headlines, books and podcasts on the subject have clearly reached people’s shopping baskets. Shoppers are turning over packets and asking a simple question: do I recognise what’s in this?

For anyone watching niche markets, this opens doors for:

• Small brands with short, clean labels
• Kitchen kit for making food from scratch (bread makers, yoghurt makers, slow cookers)
• Recipe and meal-prep content built around simple ingredients

The appeal is easy to see. You don’t need to learn nutrition science to shop this way. You just read the back of the pack, and if the list is short and familiar, it goes in the basket. That low-effort rule of thumb is exactly the kind of habit that spreads by word of mouth.

Where to get it

• Ocado: the Simple Ingredients aisle on Ocado.com.
• Other supermarkets: there isn’t a dedicated aisle elsewhere yet, so check the ingredient list yourself. A short list of things you’d find in a kitchen is a good rule of thumb.
• Make it yourself: slow cookers are climbing in UK searches this autumn too (up 8.2% in Look Into’s UK Demand Index for the week to 15 October 2026), and they’re an easy way to cook simply.

Verdict

A trend with staying power. The numbers are big, a major retailer is backing it, and it lines up with a long-running shift in how Brits think about food. “Simple” doesn’t automatically mean “healthy” (sugar and salt are simple ingredients too), so still check the nutrition label. But if you want fewer mystery additives in your basket, it’s now easier than ever. Expect other supermarkets to follow.

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Sources:

• Ocado Retail, “Ocado launches ‘Simple Ingredients’ aisle as three quarters of shoppers seek recognisable ingredients”, ocadoretail.com/media-centre/press-releases/
• Look Into, “UK Demand Index: Week to 15 October 2026”, lookinto.co.uk/trending/uk-demand-index-2026-10-15/