For countless globetrotters, one of the most thrilling aspects of visiting a new country is the simple act of stepping into a local supermarket. This everyday destination offers a tantalising window into regional life, presenting a treasure trove of flavours and products seldom found on shelves back home. Over the past year, this unassuming pursuit has surged in popularity, evolving from a quiet curiosity into a full-blown holiday trend captivating travellers worldwide.
The Rise of Aisle Exploration
Recent research has unveiled a staggering statistic: a whopping 77 per cent of modern travellers now actively participate in what is being termed 'supermarket tourism'. This phenomenon sees curious holidaymakers swapping crowded, famous landmarks for the quiet, fluorescent-lit aisles of grocery stores, hypermarchés, and konbinis. Their goal? To discover authentic, regional snacks and everyday goods that offer a genuine taste of local culture. Furthermore, an additional 35 per cent of holidaymakers confirm they intend to plan specific visits to local grocery stores on their upcoming trips abroad.
Key Drivers Behind the Trend
Several powerful forces are fueling this unexpected shift in travel behaviour. A primary catalyst is the dramatic expansion of the short-term property rental market, epitomised by platforms like Airbnb. These accommodations frequently come equipped with kitchenettes, empowering guests to prepare their own meals and necessitating trips to stock up on fresh, local produce.
Perhaps the most influential driver, however, is the pervasive power of social media. In recent months, thousands of travellers have taken to platforms such as TikTok and Instagram to showcase their quirky supermarket hauls from destinations like Spain, France, Tokyo, and South Korea. These viral videos document explorations of foreign markets, where creators pick up an array of local delicacies at surprisingly affordable prices.
The content ranges from 'exotic' flavours of Fanta and Coca-Cola discovered in the United States, to anime-themed ramen noodles in Asia, and artisanal meats and cheeses across Europe. On social feeds, tourists enthusiastically compare local snack flavours, ready meals, and meal deals to the varieties available in their home countries, offering practical tips that have effectively transformed supermarkets into 'must-visit' destinations.
A Global Snack Safari
The specific finds vary dramatically by region, offering a delicious geography lesson. In Japan, shoppers typically encounter bento boxes, rice bowls (donburi), and flavoured milk drinks in convenient chilled-to-go sections. Spain boasts a stream of rich Lay's crisp flavours, from 'Cebolla' (Onion) to 'Receta Campesina' (Bolognese). Whether it's a sheep's eyeball in a Moroccan souk or pungent cheese varieties in a remote French market, these supermarkets provide a clear, gimmick-free glimpse into local lifestyles and palates.
Budget Travel and Authentic Experiences
While few anticipated 'supermarket tourism' becoming a breakout trend, it is hardly surprising in an era where budget-conscious travellers are actively seeking low-cost alternatives. The cost of dining out and visiting world-renowned attractions continues to climb. For instance, the Louvre in Paris recently introduced a 45 per cent entry fee hike for non-EU tourists. When paired with hours-long queues and overwhelming crowds during peak season, it becomes easy to understand why many travellers now prefer to connect with a destination's soul through the items on its supermarket shelves.
This desire for affordable, authentic immersion is backed by data. Hilton research reveals that nearly half (48 per cent) of travellers now cook their own meals while on holiday. This statistic strongly suggests that the number of holidaymakers paying a visit to a local grocery store or market is only set to rise further.
A Personal Perspective
The trend is vividly illustrated by personal accounts from travellers like British holidaymaker Cavan O'Grady. Cavan, known online as Cav, shared his profound shock at the cheap prices and vast variety of food available during a visit to a Carrefour supermarket in Spain. He travelled to the town of La Línea de la Concepción, near the border with Gibraltar, to celebrate his mother's 63rd birthday. While enjoying the 30C (86F) sun, he was equally blown away by the local supermarket, documenting his finds in a TikTok video that garnered 140,000 views.
Similarly, content creators like Julia (@mindofjulia) advise followers on the best confectionery to shop for in French supermarkets, while @khoslaa documented her Spanish supermarket trip, challenging herself to secure as many tasty snacks as possible with just 20 Euros. These shared experiences demystify foreign shopping and turn everyday grocery runs into exciting, shared adventures, proving that sometimes the most memorable holiday discoveries are not found in a guidebook, but in the snack aisle.
