To many travellers, there’s nothing more exciting than visiting a supermarket in another country for a quick bite to eat, as it offers a new world of flavours and products that are hard to come by at home.
But in the past year, the unassuming trend has taken the holiday world by storm, with curious globetrotters trading famous landmarks for quiet grocery store aisles packed with regional snacks and everyday goods.
Research reveals a whopping 77 per cent of travellers now partake in ‘supermarket tourism,’ a phenomenon driven by the allure of authentic experiences abroad.
A further 35 per cent of holidaymakers, meanwhile, say they will plan visits to local grocery stores on their next trip.
One of the main forces fueling this trend is the explosion of short-term property lets like Airbnbs, which often come equipped with kitchenettes that allow guests to prepare their own meals and keep fresh produce stocked in the fridge.
Another key driver is social media. Thousands of holidaymakers have taken to the likes of TikTok and Instagram in recent months to show off their quirky supermarket snack hauls during their trips to Spain, France, Tokyo and South Korea.
In viral online videos, they document their visits to markets, hypermarchés and konbinis, where they pick up a range of local snacks at surprisingly affordable prices, from ‘exotic’ flavours of Fanta and Coca Cola in the States, to anime-themed ramen noodles in Asia and artisanal meats and cheeses in Europe.
On social media, these tourists enjoy comparing local snack flavours, ready meals and meal deals to the varieties offered at home.
A whopping 77 per cent of travellers now partake in ‘supermarket tourism,’ as documented by holidaymaker TikTok user Cavan O’Grady during his visit to Spain
In viral online videos, holidaymakers have shown off their hauls from Spanish markets, French hypermarchés and Japanese konbinis (pictured)
Pictured: supermarket breakfast cereal aisle in Barcelona, Spain
In Japan, shoppers will typically find bento boxes, rice bowls, and flavoured milk drinks in the chilled to-go section, while Spain boasts a stream of rich Lays crisp flavours, from Cebolla (Onion) to Receta Campesina (Bolognese).
By offering practical tips – such as the best aisles to browse – these shares have essentially transformed supermarkets into ‘must-visit’ destinations.
No one anticipated that ‘supermarket tourism’ would become the breakout trend of 2026, but it’s no surprise budget-conscious travellers are seeking low-cost alternatives when restaurants, world-renowned attractions and iconic landmarks continue to raise fees.
Take the Louvre, for example, which recently introduced a 45 per cent entry fee hike for non-EU tourists visiting the famous Paris museum.
Pair that with hours-long queues and crowded sites during peak season, it’s easy to see why travellers would rather get a feel of a destination’s soul through what’s on its shelves.
Whether it’s a sheep’s eyeball in a Moroccan souk, or pungent cheese varieties in remote French markets, supermarkets in foreign countries offer a clear glimpse into local lifestyles without the gimmicks.
And with nearly half (48 per cent) of travellers cooking their own meals while away, as revealed in Hilton research, the number of holidaymakers paying a visit to their local grocery store or market is only set to rise.
In Japan, its typical for shoppers to stumble across fresh sushi, donburi and bento boxes in the chilled to-go section
TikTok user Julia, known as @mindofjulia, advises followers on the best confectionary to shop for in French supermarkets
Content creator @khoslaa documented her supermarket trip in Spain, and challenged herself to secure as many tasty snacks as possible with 20 Euro
Holidaymaker Cavan O’Grady was left stunned by how cheap food is, along with the varieties of meat available, in a Spanish supermarket
It comes after British holidaymaker Cavan O’Grady shared his shock at the cheap prices of food in Spanish supermarkets.
Cavan took his mum on holiday to Spain to celebrate her 63rd birthday. They stayed with his aunt in the town of La Línea de la Concepción, near the country’s border with Gibraltar.
But as well as enjoying the 30C (86F) sun, Cavan – known as Cav – said he was blown away by the local supermarket.
In one video, viewed 140,000 times on his TikTok page, the tourist filmed the items and prices while out shopping for food in Carrefour.
