Grocery store tourism emerges as a new global travel trend

A growing travel trend known as ‘supermarket safari’ or ‘grocery store tourism’ is seeing travelers visit local grocery stores to experience authentic regional flavors and products. Rather than seeking traditional souvenirs, many travelers—particularly younger demographics—are using supermarkets as destinations to explore unique snacks, pantry staples, and private label goods that are unavailable in their home countries.

Reports indicate that 77 percent of travelers enjoy this phenomenon, often shopping alongside residents to find ingredients for cooking or items to bring home. Countries like Japan are noted for their vast variety of unique products, such as diverse KitKat flavors, while China is highlighted for its late-night grocery shopping culture. For retailers, particularly in Italy, this shift presents a challenge to establish a distinct brand identity and assortment that can attract visitors even in the absence of an immediate need for groceries.