February, perhaps the least romantic month in the calendar year (or close behind January), hosts one of the most financially rewarding days of the year to the dining industry – Valentine’s Day.

Each February 14th, around 49 per cent of Brits plan on dining out, according to data from Opentable. However, in 2026, as cost-of-living pains are felt by the majority of consumers, the day was markedly more subdued than previous years.

According to YouGov data, 38 per cent of people are visiting restaurants and other eateries less often than a year ago, and 63 per cent cite higher costs as the main contributing factor in their choice to dine out less frequently.

Whilst this may be challenging news for restauranteurs, the implications for the grocery industry are promising.

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According to Ocado data from 2026, two-thirds of the UK public planned to cook dinner at home this Valentine’s Day. And, bucking the trend of a romantic dinner, over half (54 per cent) are choosing to make breakfast or brunch at home.

It’s a trend that’s seemingly growing. John Lewis Partners confirmed that sales of premium ready meals and specialised set menus are up 86 per cent and 160 per cent year on year.

Searches for premium food and drink including ‘Lobster tail’ and ‘Steak fillet’ are also up 155 per cent, 842 per cent respectively, compared to the previous year.

It’s clear that, as the prospect of dining out becomes more and more untenable for consumers on such occasions, it’s grocers and supermarkets who are rising the meet the challenge, and provide a viable alternative.

“We’re seeing customers turn to more premium options to replicate the maximum taste and minimal washing-up experience of a restaurant at home more,” said Maddy Wilson, director of Waitrose Own Brand.

“This shift to premiumisation comes as customers look more towards a sense of escapism without leaving the front door, curating their own set menus through selecting their own meal deal choices,” she added.

So, is the industry grasping the opportunity presented by this shift in consumer behaviour? Absolutely. Sainsbury’s recently announced that its premium own-brand Taste the Difference range has exceeded £2 billion in sales, now being the fastest-growing premium range, with fresh food sales in the category up 15 per cent in the last quarter.

James Campbell, director of food innovation at Sainsbury’s, directly cites the shifting behaviour as the key driver of the range’s success.

“People still want that restaurant-quality experience, but they’re looking for it at great value and that’s exactly what Taste the Difference is designed to deliver,” he recently told Yahoo! News.

Mintel also noted that premium own-label food and drink launches have nearly doubled since 2015, rising from 15 per cent to 27 per cent.

For those grocers not maximising the potential of changing consumer behaviour around holidays, fear not. Valentine’s Day may now be behind us, but many more events are before us in 2026, with opportunities in abundance for clever marketing and a smart product range.