James Bailey, Executive Director of Waitrose, has observed a shift in consumer behaviour influenced by food inflation, leading to a preference for value-driven choices. Bailey said consumers were are simplifying meal selections, gravitating towards familiar and comforting classics like Chicken Kyiv and beer-battered fish, notably popular in Waitrose's Dine-In Meal Deal.
In 2023, there was a resurgence in traditional dishes, with a third of consumers surveyed by the retailer stating that they regularly enjoyed classics like shepherd's pie and macaroni cheese. The humble potato reigns supreme, evidenced by increased sales of potato side dishes and frozen options like French fries and crinkle-cut chips.
Additionally, comfort extends to nostalgic favourites such as British sausages, enjoying a sales boost. Even during inclement weather, ready-made roast potatoes and Yorkshire puddings witness a surge in demand.
Fermented foods have gained prominence amidst growing interest in gut health, with kimchi and Super-Beet beetroot kimchi leading the trend. Protein-rich options, including cottage cheese, resonate with consumers, especially the younger demographic.
Innovative culinary trends emerge, including smashed peas on toast and the resurgence of Italian cuisine. The popularity of 'no and low' alcohol drinks continues to rise, reflecting shifting preferences towards healthier lifestyles.
However, some trends experience a decline, such as vegetable crisps and ready-made jacket potatoes, as consumers prioritise value and DIY options. Similarly, the pink food craze wanes, giving way to more traditional fare.
Looking ahead, Waitrose anticipates the integration of AI in kitchens, along with continued exploration of global cuisines and novel ingredients. Reflecting on past trends, Bailey highlighted the evolution of consumer preferences throughout the decade, from Frankenbaking to mindful eating and lockdown-inspired cooking, culminating in a diverse culinary landscape.
