Why travelers are obsessed with foreign supermarkets

Why travellers are obsessed with foreign supermarkets

From Tokyo egg sandwiches to Greek dairy aisles, supermarket shopping has become a beloved travel ritual. Hilton's 2026 Trends Report found 77% of travelers enjoy visiting grocery stores abroad, and Condé Nast Traveller named grocery tourism a top trend for 2026. Experts explain the appeal: supermarkets offer an unscripted, authentic glimpse into daily life, and the context enhances the taste. Even a Finnish chain now lists branches on Tripadvisor, though overtourism can spoil the magic.