UNFI Highlights Holiday Trends as Grocery Wholesaler Eyes Seasonal Growth
Event summary
- UNFI hosted its 2026 Holiday and Winter Selling Show, attracting 1,400+ grocery retailers and 715 suppliers.
- The event showcased nearly 70 new-to-market brands across natural, organic, fresh, specialty, and conventional categories.
- UNFI recognized 19 supplier partners with its third annual Supplier Circle of Excellence Awards.
- Key trends highlighted included private label innovation, fresh produce discovery, and functional wellness products.
The big picture
UNFI's event underscores the grocery wholesaler's strategy to leverage data-driven insights and supplier partnerships to help retailers navigate competitive holiday seasons. As private label brands gain traction and fresh produce becomes a culinary inspiration driver, UNFI positions itself as a critical enabler for retailers looking to stand out in a dynamic marketplace.
What we're watching
- Private Label Momentum
- How UNFI's push for private label innovation will impact retailer differentiation and supplier relationships.
- Fresh Produce Demand
- Whether specialty produce offerings can sustain growth among younger consumers during the holiday season.
- Functional Wellness Growth
- The pace at which functional wellness products integrate into seasonal shopping beyond traditional health-focused occasions.