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We Know the Nation 2026

We Know the Nation 2026: Retail Media Trends for the Year Ahead

Retail Media is developing rapidly and brands are seeking clear insight to guide confident planning. The We Know the Nation 2026 report brings together data from more than 24 million Clubcard households to highlight the five major trends shaping shopper behaviour, consumer expectations and retail media strategy in the United Kingdom. As your ultimate media partner, Tesco Media uses its scale and insight to help brands navigate these changes with clarity and purpose.

This report is essential reading for anyone who wants to understand how shoppers discover products, how loyalty is evolving and how brands can build stronger and more measurable connections with customers. It provides evidence led insight and practical recommendations that support confident planning across retail media channels, informed by Tesco Media’s unique view of the nation.

Inside the We Know the Nation 2026 report

  • Evolving Shopper Mindsets - How community, moderation and mood are influencing the way people shop and what this means for brand engagement across retail media.
  • Discovery Re defined - How shoppers are finding inspiration in new places and what this means for creative planning, media investment and campaign performance.
  • The Future of Loyalty - How personalisation, value and customer experience are reshaping long term loyalty and influencing repeat purchase behaviour.
  • Opportunities with Tesco Media - How the five trends translate into practical actions across planning, targeting and activation. With unparalleled insight, scale and closed loop measurement, Tesco Media helps brands apply these trends effectively as part of a partnership designed to deliver meaningful growth.
  • Best Practice and Case Studies - Real examples that show how brands are already applying these trends to deliver measurable impact, improved relevance and stronger customer loyalty through Tesco Media.

Explore the retail media trends that will shape shopper behaviour in 2026, understand how to reach shoppers more effectively and learn how working with Tesco Media as your ultimate media partner can support meaningful growth for your brand.