Supermarkets

A growing number of tourists are finding their most exciting holiday moments down a supermarket aisle, and social media is full of holidaymakers showing off their hauls. So, which European destinations have the best supermarkets

What do you most look forward to when you step off a plane? From sightseeing to days at the beach, we all have holiday moments that we dream about all year-round. But recently holidaymakers have taken to social media to show off their videos not of stunning scenery, but supermarket aisles.

TikTok is full of videos of Brits excitedly heading to supermarkets at their holiday destinations. One is captioned “Nothing beats the feeling of the first supermarket trip in Spain”, showing a man excitedly dancing in the aisles, while another shows a tourist visiting the supermarket chain Mercadona with the caption “Me, as soon as I land in Spain”.

This newfound appreciation for a chore that’s usually seen as mundane at home has lead to travel deals site Superbreak.com releasing a Gourmet Grocery Index the top ten destinations in the UK and Europe for grocery tourism in 2026. It looked at aspects of food shopping such as the amount of supermarkets and independent food shops, cost of a food shop, retail value, and the packability of its most popular food type.

Taking the number one spot is a city that’s a cultural capital, known for its colourful buildings, hilly streets, and apparently, its well-stocked supermarkets too. Lisbon in Portugal took the top spot thanks to its sheer choice of food shops, from old-school conservas, boutiques that specialise in tinned fish, to traditional delis and markets, as well as popular chain supermarkets.

Portugal is also frequently named as one of the areas offering the cheapest cost of living in Western Europe. While tourists from the UK sometimes find other European countries expensive for food shopping, Portugal has been named as 20-40% cheaper than shopping at home.

A popular item to take back to the UK is tinned fish, which scored the perfect packability score due to being difficult to damage in transit, pressure sealed, and shelf-stable, making it an excellent gift to take home. However, it’s worth noting that fish in brine or oil will count as a liquid if taking it in your hand luggage.

Visitors to Lisbon should look out for mercados municipais, local neighbourhood markets that are often found in large, historic buildings that have held market stalls for years. Mercado de Campo de Ourique is one of the larger options, reachable by tram, and also has a selection of sit-down places to have lunch or a coffee. Loja das Conservas is a great place to pick up souvenirs. This colourful shop has dozens of varieties of tinned fish in retro-style packaging that makes for fun gift.

If you’d like to experience shopping the same way as locals, the biggest supermarket chain is Continente, and there are small and large branches throughout Lisbon. There’s also Pingo Doce, which tends to be smaller branches that specialise in fresh foods and have popular in-store bakeries.

Coming second on the list was Barcelona, which is famous for Mercat de la Boqueria, named the best market in the world, and Florence in Italy which is full of specialist food stores where you can buy authentic local ingredients.

Just one UK destination made the list. Coming in at number ten were the Exmoor coast destinations of Lynton & Lynmouth which made the list due to the large number of independent farm shops and artisanal food makers on a per-capita basis, providing an excellent staycation spot for foodies looking to shop somewhere new in the UK.

Before packing supermarket items to bring back to the UK, travellers should make sure the items can handle high-altitude cabin pressure changes and rough baggage handling without bursting or cracking. If you’re on a hand-luggage only fare, make sure it meets the airport’s liquid requirements. If you can spill, spread, pump, or pour it then it’s likely to count as a liquid.

Keep journey timings in mind and whether your item will be able to be out of the fridge until you get home. And keep in mind that there’s still a ban on bringing meat and cheese products from the EU into the UK. All dairy products, plus meat including pork, beef, and lamb cannot be brought home with you, although fish and poultry items are fine.

Top 10 grocery hotspots for 2026

1. Lisbon, Portugal
2. Barcelona, Spain
3. Florence, Italy
4. Madrid, Spain
5. Paris, France
6. Rome, Italy
7. Bologna, Italy
8. Porto, Portugal
9. San Sebastian, Spain
10. Lynton & Lynmouth, Devon, UK

Have a story you want to share? Email us at webtravel@reachplc.com

A British tourist was left stunned by the cheaper grocery prices in a Spanish supermarket compared to the UK, and he’s not the only one

There’s no question that food prices in British supermarkets have skyrocketed, yet we’ve largely resigned ourselves to paying whatever it costs for our weekly shop. But when Brits venture abroad to certain destinations, the stark contrast in prices becomes glaringly obvious, leaving many utterly speechless.

That was certainly the case for Cavan O’Grady, who headed off on holiday with his mum to celebrate her 63rd birthday, and was left gobsmacked after popping into a Spanish supermarket. The pair stayed with his aunt in the town of La Línea de la Concepción, near the border with Gibraltar, but it was a trip to the local supermarket that truly made an impression on him.

Alongside soaking up the glorious 30-degree sunshine, Cavan – better known as Cav – revealed that a food shopping trip to Carrefour made him acutely aware of just how different things are compared to back home in the UK.

The 27-year-old captioned his clip: “Spanish supermarkets are a different level”.

Strolling through the aisles, the Birmingham lad remarked: “TikTok, I’m going to tell you something, Spain knows how to do it in these supermarkets.

“First of all, the place is absolutely massive. It’s unreal how fresh all this stuff looks, you’re just not getting this back home.

“This would make you want to eat like a king out here. And do you know what, price-wise, it’s so much cheaper here than it is back home.”

Cav described it as yet another “win” for Spain, highlighting exactly why he loves visiting. One local said: “Thank you very much for saying what no one ever says, there is good agriculture, livestock, fishing, we have everything in our country.”

Another added: “Mercadona is one of the crown jewels.

“I live in Spain, it’s a lot cheaper to live there than in the UK, the bills are cheaper too,” one woman shared about the country she lives in.

Some people remarked that “Spain was a paradise not long ago,” but now it’s “too expensive” for what they’re paid.

Cav said: “It showed me how we’re getting absolutely had on products in the UK. I was genuinely overwhelmed by the quality and prices on offer in that Spanish supermarket.”

But the supermarkets weren’t the only thing that left him thoroughly impressed, as he gave the local gym a glowing “10/10” rating.

“I wanted to find a proper bodybuilding gym, which I found, and the gym is sick, the equipment’s sick, and the locals are really nice and friendly,” he shared, revealing he’d certainly return to that gym during his stay with his mum.

In another clip, Cav said: “TikTok, I might actually move to Spain […] This is the life for me… Might have to be a quick move here, lads”.

British holidaymakers are increasingly seeking out budget-friendly European breaks

British holidaymakers grappling with spiralling travel costs are increasingly turning their backs on pricey resorts in favour of wallet-friendly destinations where a pint can still be enjoyed for under £2.50.

The most affordable European spots for travellers keen to keep their spending in check have been revealed, with southern Italy, Portugal and Spain leading the way. Puglia in Italy and Vilamoura in Portugal came out on top for inexpensive beer, with visitors able to snap up a draught pint for just £1.74, according to research by Zable.

Seville ranked third at £2.06 per pint, while destinations such as Gran Canaria, Faro, Madeira and Tenerife all clocked in at an average of £2.18. The findings emerge as countless families hunt for methods to slash holiday expenses amid ongoing strain on household finances.

Researchers examined flight costs, accommodation prices, tourist levies, supermarket shopping, dining out expenses and attraction fees across 49 destinations to identify where travellers receive the strongest overall value.

Cheapest European hotspots for a pint

Destination – Pint price – Av 5-night accommodation

Puglia, Italy – £1.74 – £516

Vilamoura, Portugal – £1.74 £1,592

Seville, Spain – £2.06 – £667

Plovdiv, Bulgaria – £2.07 – £386

Lanzarote, Spain – £2.18 – £830

Gran Canaria, – Spain £2.18 – £536

Faro, Portugal – £2.18 – £965

Madeira, Portugal – £2.18 – £1,031

Tenerife, Spain – £2.18 – £777

Tirana, Albania – £2.26 – £315

Puglia was highlighted as among Europe’s most budget-conscious destinations owing to its blend of bargain beer prices, complimentary attractions and comparatively affordable lodging. The region boasts nearly 15 hours of daylight throughout the height of summer, alongside its renowned beaches, olive groves and ancient towns.

Vilamoura equalled Puglia on beverage costs, though accommodation expenses were notably steeper due to demand for the Algarve resort’s marina, golf courses and vibrant nightlife scene. Meanwhile, Albania’s capital Tirana came out as the most affordable overall destination for a five-night getaway once flights, accommodation and daily expenses were factored in.

A typical five-night stay there totals £492.31, the study revealed. The report also identified Kotor in Montenegro as the top-value underrated destination overall, benefiting from reasonably priced flights, minimal tourist taxes and a wealth of attractions.

Cheapest destinations overall for a five-night trip

Destination – Country – Total cost

Tirana – Albania – £492.31

Plovdiv – Bulgaria – £558.10

Zagreb – Croatia – £651.06

Puglia – Italy – £690.37

Gran Canaria – Spain – £761.06

Seville – Spain – £802.47

Fuerteventura – Spain – £844.13

Bari – Italy – £914.81

Tallinn – Estonia – £953.11

Kotor – Montenegro – £974.03

Travellers opting for self-catering accommodation could slash their grocery bills by choosing destinations such as Sopot in Poland, where a standard supermarket shop costs just £30.74.

Cheapest destinations for grocery shopping

Destination – Country – Grocery basket

Sopot – Poland – £30.74

Vilamoura – Portugal – £31.19

Kotor – Montenegro – £31.63

Benidorm – Spain – £31.93

Dubrovnik – Croatia – £32.44

The research also spotlighted the growing trend of so-called “destination dupes”, where holidaymakers ditch pricey long-haul destinations for more affordable European alternatives boasting similar climates. Amongst the recommended alternatives were Capri instead of the Maldives, Mallorca instead of Hawaii and Sardinia instead of Costa Rica.

Arielle Rogers-Jenkins, senior product manager at the credit card company, Zable, said: “Planning a holiday often means balancing the experiences you want with the budget you have available. “Our research shows that travel costs can vary significantly between destinations, so choosing locations that align with your budget can make a real difference to the overall cost of a trip.”