Why supermarkets are becoming must-visit spots for travellers
Overseas supermarkets are the new tourist hotspots. Ditch the art galleries — these are the top 10 places to visit for iconic packaged food.
Maybe you’re an expat who sinks into nostalgic reverie upon finding your favourite childhood chocolate bar on a visit back “home”. Perhaps you’ve discovered the unexpected delights of exotic chip flavours in Thailand, picked up locally grown coffee in Costa Rica or Indonesia, or had your curiosity piqued by social media videos expounding the pleasures of Swedish sweets. Exploring the delights of a local supermarket on holiday is an affordable, immersive and intriguing way to tap into how locals eat, drink, shop and live.
Some stores really dial up their location, such as the supermarket housed in a historic movie theatre in Venice, more akin to a gallery than a grocery store, and the Mykonos supermarket boasting a live DJ. Others simply speak to the everyday life of customers, be they in bustling Bangkok, snowy Stockholm or the remoteness of Greenland. All drop a pin on the map in a tangible way, providing a snapshot of the local climate, seasons and agriculture.
I remember being awed by the jewel box-like presentation of enormous, impossibly beautiful strawberries in Japan; the reverence of the display, the sweetness of the fruit. A childhood of summers spent with cousins in Cape Town introduced me to crunchy buttermilk rusks for dunking into sweet rooibos tea, a morning ritual I was delighted to share with my own son when we took him there as a baby.
It’s hard not to be impressed by the array of champagne stocked in French stores – or the cheese, or the pastries, or the charcuterie. For a case in point, see chef Neil Perry’s recent Instagram post from a supermarket in ritzy ski resort Val d’Isere, where he describes himself as being “like a kid in a candy shop”.
Browsing supermarket aisles as a form of cultural curiosity has taken on new life thanks to social media, where a new generation is discovering this everyday pleasure. Recent research from Expedia coined the term “goods getaways”, noting TikTok’s role in inspiring travellers to visit destinations for items they can’t buy at home.
Apparently, 27 per cent of Australian travellers heading overseas are motivated by the trend, a figure that increases to 45 per cent in Gen Z travellers. The same research reveals that once on holiday, 70 per cent of us visit supermarkets or grocery stores to get our hands on local goods, with top items including lollies and chocolate (46 per cent), and savoury snacks (25 per cent).
Carried carefully home in a suitcase, purchased items – assuming Border Security rules allow – can transport you back to treasured holiday moments in a deliciously evocative way. They also make easy gifts for those back home; think fish packaged in colourful tins from Portugal, Spain or Italy.
Expedia Group Australia senior director Darren Karshagen says “purchasing goods directly from their origin offers a cultural connection that online shopping simply can’t replicate”, and it’s influencing where people choose to travel. Karshagen says everything from a pistachio chocolate bar from Dubai that went viral, skincare must-haves from Korea, lollies from Japan, and butter from France is driving the trend, suggesting these items are “the new souvenirs”.
We’ve compiled a taster of some in-demand supermarket items – along with some classics – to keep an eye out for when next on holiday.
Canada
Taking out first spot in Expedia’s 10 most popular “iconic” souvenirs for Australians – of all kinds, not just food – is maple syrup, with nearly one-fifth of respondents (19 per cent) nominating the liquid gold as their top suitcase-stuffer. Canadians don’t hold back on it themselves; local supermarket shelves feature maple-walnut ice-cream, maple latte-flavoured creamer (to be added to coffee), maple and brown sugar oatmeal, alongside copious amounts of 100 per cent pure maple syrup (a handy grading system describes the taste, including “dark”, which is robust, and “amber”, which is rich). Travellers may need to leave the one litre option to the locals and opt for a more travel-friendly size.
The US
Despite spawning numerous (similarly named) imitations, some of which are available in Australian stores or online, Trader Joe’s EBTB seasoning remains a cult collectible for long-term loyalists when visiting the US. Comprising white and black sesame seeds, poppy seeds, dried garlic and onion, and sea salt, the brand suggests using it on everything from grilled chicken to popcorn, pizza dough and salad dressings. One obsessed traveller loves EBTB seasoning so much she makes her own version between trips so she never runs out. The store’s canvas tote bags have their own cult following, especially in Japan.
While there’s a sugary thrill in discovering American cereals and less-than-wholesome treats, Erewhon, the LA chain of wholefoods grocery stores and cafes, is a magnet for those seeking a hit of organic health via nutritional supplements such as immunity-boosters and sleep-enhancers, while sipping smoothies enriched with the likes of collagen and sea moss.
France
As a global ground zero for gourmands, France’s supermarkets abound with temptations, and every traveller will have their personal hit-list of non-negotiable buys, from highbrow to the snacky (Lay’s Poulet Roti, anyone?). French butter is the fifth most popular item that Aussies are willing to travel for on Expedia’s “trending consumable goods” list. TikTok users trade tips on transporting Le Beurre Bordier (staff at La Grande Epicerie in Paris will vacuum-seal it for travellers; some suggest freezing it before travel).
Other travellers highlight Monoprix stores for their fleur de sel and magnesium-rich “grey” salt. And you can’t pass the well-stocked Champagne section of French supermarkets without marvelling at the civilised decadence of being able to buy bubbles with your baguette and cheese; even the ready-made meals have a certain je ne sais quoi.
Japan
The No. 1 item on Expedia’s list of trending consumables that Aussies are willing to travel for? Lollies from Japan. Nearly one in five (19 per cent) of those surveyed say they’d book a trip to get their hands on the quirky cornucopia of flavours proffered in the sometimes overwhelming retail environs of this country. From matcha, milk tea or strawberry-flavoured Kit-Kats to a bewildering array of Haribo gummies, anime-emblazoned packaging or Mintia candies, the sheer scope of varieties on offer blows kids’ and adults’ minds alike. Matcha comes in fifth place on Expedia’s 10 most popular iconic souvenirs. Natto, a traditional dish of sticky fermented soybeans renowned for its health benefits, and which features in countless TikTok videos showing reactions to the taste, is eighth on the list.
Italy
Fresh produce in Italy can be hard to beat – consider the country’s impossibly flavoursome tomatoes that can be eaten like an apple. Travellers recommend supermarket chain Coop for artisan pasta, local wine, cheese (gorgonzola mascarpone) and gourmet breads. One Australian living in Rome says her suitcase is regularly loaded with supermarket items for family and friends on her visits home, including Pocket Coffee (individual “on-the-go” espressos), Nutella (yes, Aussie Nutella is different), dried pasta, pasta sauces, Pan di Stelle (chocolate cookies), taralli (savoury crackers from Puglia), Fonzies (like Twisties), blocks of cheese and Calve (Italian mayonnaise).
New Zealand
Our neighbours may not be far away, but their supermarket shelves boast certain foodstuffs we’re willing to cross the Tasman for. According to Expedia, honey (manuka or otherwise) from New Zealand is the second most-popular iconic souvenir for Australian travellers, behind Canadian maple syrup (see breakout for customs tips). Other gems to look for include Pineapple Lumps, Whittaker’s chocolate, and chocolate milk from Lewis Road Creamery (which also contains Whittaker’s chocolate).
South Africa
From Zoo biscuits, with their colourful icing depicting African animals, to rows of crunchy rusks in flavours such as buttermilk and choc-chip, South Africans, like Aussies, appreciate a good bickie. Australians may also be drawn to the meat section, where supermarkets (try Woolworths at The V&A Waterfront) hawk biltong – cured meat snacks, often spiced or seasoned, available in thin shavings, sticks or slabs. There are restrictions about bringing biltong into Australia – for example, pork is not permitted – so check the rules. And if you want to braai like a local while in South Africa, boerewors sausages – also spiced, and coiled in a neat circle – are a must-try.
Sweden
Swedish sweets loom large in traveller’s minds, with their booming social media presence capturing a new generation of fans across the world and even sparking recent shortages. “Pick ’n’ mix” comes in seventh on Expedia’s list of trending consumable goods Australians would travel for. Supermarkets often boast an entire wall of colourful candies, from salted licorice to fizzy cola bottles and sour skulls. To really get into the spirit, enjoy your haul on a Saturday, when Swedes traditionally enjoy lordagsgodis (“Saturday sweets”). At the other end of the taste spectrum, don’t miss the chance to pick up a few tubes of Kalles, a salted cod-roe spread often eaten on toast or bread for breakfast.
Other global goods Australians covet
Beauty products from France and South Korea
France doesn’t just corner the market on sophisticated supermarket offerings; behold, the French pharmacy, stocked with inexpensive, tried-and-true lotions and potions that regularly appear in well-travelled suitcases. Heavy hitters include Caudalie (especially its sunscreens), Embryolisse (especially its Lait-Creme Concentre), Nuxe (a French friend with typically enviable skin hauls bottles of “huile prodigieuse” dry oil (pictured) back to Australia after each visit) and A313 vitamin A retinol cream.
South Korea is no slouch on the beauty front either. Health and beauty store Olive Young offers a dazzling array of sheet masks lining entire walls, complemented by both globally recognisable and local brands such as Laneige, Round Lab and COSRX alongside – if you’re game – various snail creams and serums for those hoping to achieve the so-called “glass skin” effect.
Not-so-fast fashion
In an era of insatiable demand for fast fashion, travellers still value artisan skills and craftsmanship. Icelandic jumpers outrank French butter on Expedia’s list of top 10 trending consumable goods. Even higher up the list are custom-made clothes from Vietnam, where tailors can precisely replicate a much-loved item if you bring it with you. Meanwhile, the top 10 iconic souvenirs list also included a watch from Switzerland, cowboy boots from Texas, and garments such as scarves from India.
What do you like to bring home from your travels? Tell us in the comments below.
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