Product discovery will define retail media in 2026, according to a new report by Tesco Media.
The Supermarket’s We Know the Nation 2026 report, based on analysis of Clubcard shopper behaviour, argues that, while online grocery has made shopping faster, it has also made habits stickier. Shoppers rely on saved lists, buy-it-again buttons and routine.
That makes it very difficult to advertise a new product to new audiences, but the report says shoppers are still receptive to discovery, provided it is relevant and contextual. It points to Birra Moretti’s campaign with Tesco Real Food as a prime example. By placing the beer alongside Italian recipes, shoppers’ association of the brand with Italian cuisine rose by 60% among repeat viewers.
The report says: ‘What does this tell us? Two things. Firstly, customers are open to discovery. By researching online before buying in-store, shoppers are intentionally exploring.
‘Secondly, browsing placements work because the shoppers who click through to them are proactively on the hunt for inspiration. Simply, discovery hasn’t gone away. It’s just happening differently.’
Tesco Media also notes that non-endemic advertising works. Seventy percent of Tesco shoppers said they were open to streaming service ads near snacks, 68% to holiday promotions near suncream, and 78% agreed cross-category placements make sense.
Recommendations include immersive video, experiential in-store displays, contextual storytelling, and cross-category surprises. Tesco predicts that category boundaries will blur as cross-context discovery grow
Discovery Refined is one of five trends Tesco Media says will shape retail media in 2026. The others are Community Craving, Moderation Nation, Moving Mindsets, and Loyalty+.
Community Craving argues that shoppers desire connection and authenticity, and Tesco Media cites national and cultural events as drivers of sales.
Moderation Nation captures the shift toward intentional consumption — Tesco Media reports that healthier snacks rose 9% last year. Low- and no-alcohol beverages outperformed alcoholic equivalents by more than 10%.
Moving Mindsets describes shoppers’ fluid decision-making, as Tesco Media finds that 71% of shoppers enjoy discovering new brands while shopping, and a similar share make final decisions in real time. The report says cognitive-based media planning will become a standard tool for brands to influence choices effectively.
Finally, Loyalty+ signals a move toward personalised engagement. Tesco Media highlights predictive tools like Tesco and Unilever’s Smart Stock solution, which anticipate behaviour and optimise engagement. Shoppers exposed to personalised experiences are 1.8 times more likely to pay a premium and 3.7 times more likely to buy more than planned. The report predicts fluid media budgets and greater investment in personalised content as brands seek long-term relationships.
Main image by Levi Meir Clancy on Unsplash