‘Supermarket tourism’, where holidaymakers jet off abroad just to visit a grocery store, is being tipped as the next big travel trend. Travel giant Expedia predicts that ‘goods getaways’ will see travellers going the extra mile in 2025 to find products they can’t source at home and simply can’t live without.
Jessica Jayne is one of the early adopters of this trend. She embarked on a Greek supermarket adventure in Santorini, sharing her journey on TikTok, reports the Mirror.
In her video, she’s seen picking up exotic flavoured Oreos, Lays pizza hut crisps, and Lacta chocolate in unusual flavours like banoffee. “I actually feel like shopping in a supermarket in a foreign country is part of the experience. You have to do it,” she expressed.
“This may be controversial, but I think that the best thing to do while travelling is going to the grocery store,” shared TikTok user marissainchina in a now-viral video about her experience of visiting Malaysian supermarkets. “Going to a grocery store could technically be counted as sightseeing, right? Because not only is it a cultural experience, but you can also find lots of stuff to bring back as souvenirs.”
TikTok user Daniela Araujo, based in the US, has shed light on why international visitors to the country are often drawn to retail giants like Walmart, Target or Trader Joes. “I love the concept of grocery store tourism because I know that when people visit the United States, the first thing they want to do is go to Target, visit our grocery stores. They’re always so intrigued with how many options we have – the variety of cereals, candies and so on,” she explained.
According to Expedia’s travel trend report for 2025, travellers this year will be seen “opening TikTok and packing vacuum-sealed French butter into travel-size coolers, stocking up on sardines from Portugal or flying halfway across the world for a viral chocolate bar.
The report suggests that Gen Z travellers are more likely to head straight from the plane to Erewhon aisles, rather than taking selfies at the Hollywood Walk of Fame. This new trend, dubbed ‘supermarket tourism’, sees colourful grocery stores, eccentric corner shops and specialist supermarkets worldwide becoming tourist destinations in their own right.
By exploring these shopping destinations, holidaymakers can delve into local cultures through food, ingredients and shopping habits, offering an insight into a region’s culinary traditions, popular products and everyday life. For instance, a stroll into Trader Joes or Walgreens stateside at this time of year would confront you with an array of Thanksgiving specials, autumnal ingredients, and Halloween-themed goodies. The pumpkin spiced latte, now a familiar autumn treat in the UK, has its roots in American culture.
With social media influencers shining the spotlight on certain products and foods, these items have gone viral, prompting tourists to seek them out upon visiting the country. Taking the supermarket fascination to another level, Omega Mart in Las Vegas, USA, combines grocery shopping with art and interactive fun.
This market allows visitors to browse as they would in any food store, but with a twist – the shelves are stocked with bizarre items, and hidden behind some are secret doors leading to other parts of the experience. Most of the quirky products at Omega Mart, from ‘bog water’ to ‘gender fluid sparkling water’, are up for grabs.
Meanwhile, over in Los Angeles, Erewhon Supermarket caters to the city’s elite, touting “nutrition is the key to a radiant lifestyle” on its website. However, be prepared for sticker shock – a simple jar of pasta sauce can cost you $10 (£7.68) before tax.
Inside the shop, there’s also a café and ‘The Tonic Bar’, where you can splurge on a smoothie that costs more than your average cocktail. They even have beverages named after celebrities, like the ‘Hailey Bieber’s Strawberry Glaze Skin Smoothie’ which will set you back $20 (£15.36) before tax.
TikTok creators have been showcasing supermarkets for quite some time, but this trend is expected to surge in 2025. Numerous videos highlight how a holiday isn’t complete without a trip to a local grocery store or how a ‘must-try’ product can only be sourced in one specific country.