Waitrose has published its annual food & drink report, offering insights on key trends and consumer preferences over the last year.
The upmarket retailer noted that 2024 had been the year that its customers “upgraded” their weekly shops, with many opting for more premium cuts of meat, artisan loaves, and free-range cream.
A survey for the report also found that people were hosting more social gatherings at home and enjoying sourcing good food. Waitrose noted that this was partly due to the ongoing hangover from the cost of living crisis and Covid lockdowns, but also tied in with growing concerns around ultra-processed foods (UPFs), with 61% of respondents saying that they cook from scratch to reduce the amount of UPF food they eat.
While more people are looking to cook from scratch, the report notes that many don’t have the time with today’s hectic schedules and are leaning into kitchen shortcuts where possible. Waitrose highlighted that this has led to booming demand for its Ottolenghi range of spices, marinades and sauces, which launched earlier this year, as well as the ongoing popularity of pre-prepared meats, flavoured butters, premium jarred beans, and instant noodles.
“This year has seen an interesting shift in customers splashing out on their weekly essentials – they’re hosting at home more and looking to really treat themselves and their loved ones,” said the chain’s Executive Director, James Bailey.
“It’s no secret that our customers love good food, and through careful sourcing, innovative recipes and inspiring ingredients, we’re helping people take an active delight in cooking and eating good food.”
Meanwhile, Waitrose noted that sustainability continues to be a priority for its customers, with 59% of those surveyed saying that they would be more likely to buy a product with sustainable credentials. And 61% of shoppers said they love food with a story, such as knowing the narrative behind it and the cooking processes involved.
Another trend the retailer pointed to was ‘more is more’, where customers are jumping on board the 30 plants a week craze, adding nutrition to their plates rather than taking ingredients away. Waitrose has also seen demand for fermented foods rise, with sales of kefir and kimchi up 7%, as well as whole grains, nuts, dried fruit and seeds.
The report also highlights several ‘hero’ food items for 2024 that included crookies (a croissant stuffed with cookie dough), hash browns, chocolate butter, cucumbers, instant noodles, all things pistachio, pimped up pantry staples, pickle juice, Tim Tams, chocolate muffins, hot honey, and ready-made sauces.
Flavours expected to be popular in 2025 include tonka beans, pilpelchuma, toum, yuzu, juniper, sour cherry, and crispy chilli oil.
