Waitrose has revealed that it is seeing a growing trend towards premium at-home dining as people eat out less to save money.
Sales of the supermarket’s premium No.1 ready meals are up 86% year-on-year, while demand for its Dishpatch set menus has risen 160%.
Meanwhile, searches on its website for premium food and drink, including ‘Lobster tail’, ‘Steak fillet’, and 135 East Hyopo Japanese Dry Gin, have risen 155%, 842% and 75% compared to this time last year. And searches for ‘No 1 meal deal’ and ‘No1 ready meal main’ have also jumped 367% and 1,000% in the last 30 days.
The retailer noted that demand was also being driven by a wider ‘dinner party aesthetic’ trend sweeping social media.
Maddy Wilson, Director of Waitrose Own Brand, commented: “This year, the at-home dining experience has been elevated and 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.
“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. They’re also paying attention to aesthetics, setting the table to craft a more elevated dining experience.”
