Lidl reveals which items Brits are buying the most in 'Lidl Wrapped' - JOE.co.uk

It's that time of year!

Lidl has released its first-ever ‘Lidl Wrapped’, showcasing shopping habits and top buys through wacky, festive wrapping paper inspired by some of the nation’s much-loved products.

Using data from its app, the supermarket has revealed the popular products shoppers checked-out across 10 UK cities, transforming one of each region’s top picks into a bespoke design.

Designs include avocados – one of Manchester’s much-loved products – and coleslaw, of which those in Bristol bought 11-tonnes in 2025.

Interestingly, the sushi capital of the UK isn’t trendy London but Sheffield, although those in the capital have been revealed to be cucumber fanatics.

Birmingham’s go-to flower was roses, while Leeds went through over 133-million British Garden peas.

Elsewhere, Cardiff enjoyed their eggs, while Edinburgh found salmon to be one of their fishy favourites.

Liverpudlians adored the pastry aisle, with croissants among their best-sellers, while Glaswegians, despite the chillier climate, enjoyed seven million ice cubes during the year.

To celebrate the nation’s quirks, the supermarket is opening free gift-wrapping stations at 10 stores nationwide, giving fans a chance to elevate their Christmas gifting.

Between 4th and 17th December, shoppers can have their festive finds wrapped in their city’s exclusive design for free, or purchase packs of three wrapping sheets for 75p, with all proceeds donated to Neighbourly.

Joanna Gomer, from Lidl GB, said: “This year, our customers have shown us once again that the weekly shop is about more than groceries, it’s about moments, surprises, and the little joys that make life easier and bring people together.

“Looking ahead to 2026, we’re focused on giving our customers even more to value, extra reasons to smile, and plenty of those Lidl surprises that keep them coming back for more.”

The wacky wrapping paper launch follows research of 2,000 adults exploring the shopping trends and personalities that defined the year.

Just under one in three (29 per cent) Brits described themselves as ‘Loyal Locals’, admitting they stick faithfully to their trusty local store, familiar routine, and go-to basket of goods.

Close behind, 19 per cent said they self-identified as ‘Deal Detectives’, snapping up supermarket apps, discount codes, and vouchers to make every penny count.

A familiar character, just under one in 10 (six per cent) proudly called themselves ‘Middle Aisle Masters’, scooping up everything from woks to candles on their aisle adventures.