United Natural Foods Spotlights Top Industry Trends and Innovations to Help Grocery Retailers Differentiate this Holiday and Winter Selling Season
Natural, functional, fresh, and private label products are poised to light up holiday shopping aisles
At its 2026 Holiday and Winter Selling Show at Mohegan Sun in Uncasville, Conn., United Natural Foods, Inc. (NYSE:UNFI) brought together more than 1,400 grocery retail representatives and 715 suppliers to connect and plan for the holiday and winter selling season. The show featured innovative products across natural, organic, fresh, specialty, and conventional grocery categories, including nearly 70 new-to-market brands.
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More than 1,400 grocery retail representatives and 715 suppliers gathered at UNFI’s 2026 Holiday and Winter Selling Show at Mohegan Sun to discover new products and prepare for the holiday and winter selling season. The event showcased innovative products across natural, organic, fresh, specialty, conventional, and private label categories, including nearly 70 new-to-market brands.
"This show reflects our continued focus on strengthening capabilities to help our retail customers differentiate and compete, while also supporting suppliers as they grow their brands in diverse retail environments," said Sandy Douglas, CEO of UNFI. "We were honored to recognize some of the fastest growing, most innovative brands through UNFI’s third annual Supplier Circle of Excellence Awards. We continue to build on our broad, high-quality assortment and bring our customers more opportunities to stand out and grow profitably in a dynamic marketplace."
Affordable Indulgence, Fresh Discovery, and Everyday Wellness Influence Holiday Shopping
During the show, UNFI experts shared industry trends and category expertise to support retailers’ holiday growth strategies. Top trends include:
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Private label brands are reshaping holiday entertaining: Shoppers are increasingly looking to private brands for unique, holiday entertaining solutions that feel premium yet accessible. As shoppers look beyond everyday staples to seasonal favorites, gifts, and entertaining essentials, private brands are evolving from budget-friendly alternatives to trusted, must-have choices.
Trend in Action: New products unveiled at the show, such as Essential Everyday Dark Chocolate Peppermint Bark Bites and Woodstock Slightly Dipped Dark Chocolate Almonds, offer affordable, premium options for holiday entertaining. Essential Everyday high-protein, frozen breakfast sandwiches support convenient, quality solutions for holiday mornings and weekend brunches.
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Fresh becomes a standout source of culinary inspiration: Fresh produce is evolving beyond a staple purchase as shoppers seek options that combine health, flavor, and discovery. Seasonal and specialty varieties, like red kiwis and broccolini, are attracting younger consumers who increasingly turn to the produce department for wellness, recipe inspiration, and unique ingredients that help create memorable holiday gatherings.
Trend in Action: Specialty produce offerings highlighted at the show inspire a sense of discovery for holiday meals and entertaining. Tropical fruits such as cherimoya and dragon fruit from Melissa's Produce, along with Naturipe's Mighty Blues blueberries, offer shoppers unique ways to elevate fruit platters, seasonal recipes, and festive gatherings with new flavors and produce varieties.
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Functional wellness finds new occasions: Shoppers are paying closer attention to ingredients, functional benefits, and trusted certifications when selecting natural and organic products that support everyday wellness. That focus is carrying into the holiday season, as shoppers look for options that balance indulgence with better‑for‑you attributes.
Trend in Action: The show featured products that make healthier choices easy to incorporate into everyday routines. Examples include, Recess, a functional nonalcoholic beverage suited for festive gatherings, and FOND Regenerative, a regenerative bone broth that offers a nourishing way to support wellness during the busy holiday season.
"For us, success during the holiday season comes from anticipating shopper needs and delivering relevant solutions throughout the store," said Jeremy Laurange, Director, Retail Operations and Enterprise Development at Hawthorne Valley. "UNFI’s data‑driven insights and innovative assortment help us find opportunities to grow our business by offering shoppers strong value, convenience, and quality."
Celebrating Supplier Innovation and Excellence
During the show, UNFI honored 19 supplier partners during its third annual Supplier Circle of Excellence Awards, recognizing excellence in product innovation, category leadership, and community impact. Brands that received the evening’s highest honors included: Lumen, Better Sour, Organic Valley, and Frontier Co-op.
"We have spent nearly five decades working to advance the natural products industry through responsibly sourced products and a commitment to growers and communities around the world. UNFI has supported our growth every step of the way, and we’re honored to receive this recognition from a fellow industry leader in the natural food movement," said Tony Bedard, CEO, Frontier Co-op, while accepting the UNFI Legacy Supplier Award from UNFI co-founder and board member Michael Funk.
To see the full list of UNFI’s 2026 Supplier Circle of Excellence Award winners, visit the UNFI Newsroom.
About UNFI
United Natural Foods, Inc. (UNFI) is a leading North American grocery wholesaler, providing a broad assortment of natural, organic, specialty, fresh, conventional, and private label products to approximately 30,000 retail locations. The company supports independent, regional, and national grocers with access to a wide assortment of products from thousands of established and emerging suppliers, delivered through a scaled, technology-enabled distribution network. UNFI provides a broad range of value-added data, insights, programs, and services to help retailers differentiate their stores and grow profitably, while connecting suppliers to a diverse and dynamic retail ecosystem. With a strategic focus on adding value and improving effectiveness and efficiency, UNFI is committed to creating long-term, shared value for all its stakeholders. To learn more, visit www.unfi.com.
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For Media:
Grace Turiano
786.682.8046
Grace.Turiano@unfi.com