At its 2026 Holiday and Winter Selling Show at Mohegan Sun in Uncasville, Conn., United Natural Foods (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 and trends across natural, organic, fresh, specialty, and conventional grocery 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.”
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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:
- 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.
- 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.
- 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.
“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.