Next year’s big Gen Z travel trend? Going shopping in a supermarket

‘Supermarket tourism’, where holiday makers head abroad to go to a grocery store, is predicted to be the next big travel trend.

Travel company, Expedia, is predicting that ‘goods getaways’ will see travellers going the distance in search of goods they can’t get at home and can’t go without, in 2025.

Jessica Jayne is an early adopter of the trend. She headed to a Greek supermarket in Santorini, documenting her adventure on TikTok. In the clip she picks up different flavoured Oreos, Lays pizza hut crisps, and Lacta chocolate in obscure 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 said.

“This may be controversial, but I think that the best thing to do while travelling is going to the grocery store,” TikTok user marissainchina explained 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.”

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TikToker Daniela Araujo is based in the US explained why so many international visitors to the US head straight for a 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 said.

As part of Expedia’s travel trend report for 2025, the firm has predicted that this year travellers will “open TikTok and you’ll see travellers 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.

“Gen Zs are running straight from the airplane aisles to Erewhon aisles, rather than taking selfies at the Hollywood Walk of Fame. It’s a new souven-era where travellers are building getaways around getting the goods.”

‘Supermarket tourism’ will essentially see colourful grocery stores, eccentric corner shops and specialist supermarkets across the globe, become tourist destinations in their own right. On a deeper level, exploring other countries’ weekly shopping destinations allows holidaymakers to explore local cultures through food, ingredients and shopping habits. Often supermarkets and grocery stores offer an insight into a region’s culinary traditions, popular products and everyday life.

For example, if you were to enter Trader Joes or Walgreens in the US around now, you would be faced with Thanksgiving specials, autumnal ingredients and Halloween-themed treats. The rise of the pumpkin spiced latte originated in America, before now also becoming an autumn staple in the UK.

With the rise of social media content creators, some specific products and foods have become viral and as a result, encouraged travellers when the visit the same country, to head out to buy the product or food.

The idea that people love to go to supermarkets has even been taken to the extreme. Omega Mart in Las Vegas, USA, is a grocery store, art exhibition and immersive experience all in one. Visitors can explore the market, just as they do a grocery store — but the products are all a bit crazy and behind some products lurk doors and tunnels to other parts of the supermarket. Most of the products are for sale in Omega Mart, ranging from ‘bog water’ to ‘gender fluid sparkling water’.

Alternatively, in Los Angeles, USA, you will find one of the most fancy supermarkets around. Erewhon Supermarket is the go to for LA celebs and proclaims that “nutrition is the key to a radiant lifestyle”, according to its website. But prices aren’t for the fainthearted, with a jar of pasta sauce setting you back $10 (£7.68) before tax.

Within the store there is also a café and ‘The Tonic Bar’, where you can really indulge in a smoothie that costs more than a cocktail. They even have drinks named after celebs, such as the ‘Hailey Bieber’s Strawberry Glaze Skin Smoothie’ setting you back $20 (£15.36) before tax.

Creators on TikTok have been documenting supermarkets for a long time, but the trend is predicted to grow in 2025. Many videos reference how going on holiday is not complete without a visit to a local grocery store or how a ‘must-try’ product can only be found in one country.

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