Waitrose reveals this year’s food trends in latest Food and Drink Report
Waitrose has released its latest Food and Drink Report which gives an insight into the trends of the past 12 months.
Following analysis of millions of product sales and a survey of 2,000 UK adults, the supermarket said this year has seen strong demand for both comfort foods and value products as the cost of living continues to bite.
James Bailey, executive director of Waitrose, said: “This year, food inflation has changed not only how people shop, but also how they cook and eat. Price-conscious customers have been searching for the best value; switching more to own-label, buying bigger pack sizes and looking to our promotions to cushion their bills.
“They’ve been simplifying their meal choices and becoming a little less adventurous, choosing familiar foods and recipes they find comforting. Chicken Kyiv and beer battered fish are the most popular dishes in our Dine In Meal Deal.”
Waitrose also revealed that high protein and gut friendly foods, low and no alcohol drinks, and canned cocktails have been very popular.
It also stated that trends such as clean eating, cauliflower steaks, baking sourdough and flexitarianism appear to be here to stay.
Meanwhile, foods losing their appeal include vegetable crisps, sales of which have declined by 15% at Waitrose this year. In addition, the supermarket has delisted ready-made jacket potatoes with cheese on top as shoppers step away from buying anything they can easily create themselves.
Looking ahead to 2024, Waitrose said: “AI will become commonplace in the kitchen. We will continue to stretch our taste buds with Nepalese and Pakistani cuisines, and Fiori Di Sicilia and Doejang ingredients. Expect to see more psychobiotics for sale, and to hear more about food made from thin air, which is already being eaten in Singapore.”
