The Waitrose Food & Drink Report 2024-25, based on insights from a survey of 3,239 customers in October 2024, reveals a compelling shift in how we approach food.
From plant-based innovation to an emphasis on sustainability, consumers are slowing down, savouring the process, and making thoughtful choices about what goes in their baskets. It’s about more than convenience; 'it’s about joy, quality, and a deeper connection to the origins of our food', says the report.
Shoppers are increasingly selective, scrutinising not just labels but the stories behind their purchases. Over 79% now look for products with sustainability claims, prioritising regenerative farming, organic origins, and less processing. This isn’t a fleeting trend; it’s emerging as a major cultural shift. Shoppers see their choices as a way to care for their health and the planet, making food a source of pride and purpose.
Regenerative agriculture is a standout focus. Waitrose’s Farming for Nature initiative, aiming for 100% regenerative sourcing by 2035, aligns with what consumers want: ethically grown food that nourishes the land as well as the body. Products like Wildfarmed bread and stoneground flours made from ancient grains are selling out as shoppers celebrate time-honoured farming methods.
Modern consumers are slowing down the mealtime rush. Cooking is no longer just functional; it’s therapeutic and creative. The trend of “breaking free from recipes” encourages a freestyle approach, using what’s on hand to reduce waste and rediscover the pleasure of experimentation.
Source: Waitrose - Woman shopper at Waitrose
It’s not just about home cooking, product choice matters too. Waitrose shoppers are gravitating toward marinated tofu, premium jarred beans, and low-intervention wines like Bacchus, carefully selecting ingredients for their quality, provenance, and flavour.
Whether it’s the sourdough revival or the rise of fermented foods, time has become an ingredient in its own right. Slow food, such as crispy chilli oil or pickled vegetables, speaks to the consumer’s desire to connect with age-old culinary techniques. Over 60% of shoppers say they value products that reflect time-intensive processes, such as barrel-aged miso.
Even ready-to-eat items have taken on a premium edge. Ottolenghi’s Pilpelchuma, a smoky Libyan chilli paste, offers a quick way to elevate meals without sacrificing complexity or sustainability.
Consumers are also spending more time enjoying their food and drink, opting for experiences more personal and indulgent. This has driven demand for bold, unexpected flavours like yuzu, tonka bean, and garlicky Lebanese toum, as well as innovations like spicy honey or chocolate butter.
Source: Waitrose - Woman selecting fresh fruit using own container.
Shoppers are swapping mass-market indulgences for thoughtful splurges—artisan breads, hand-stretched grissini, or even giant cinnamon knots that bring joy to the table. It’s not just about eating; it’s about savouring.
As we step into 2024-25, the Waitrose inspired kitchen becomes a place to linger, to experiment, and to connect with our values. Whether it’s crafting a meal from scratch or choosing a thoughtfully produced ready-meal, today’s consumer is taking their time - because good food is worth it.
For the complete report DOWN LOAD HERE
ENDS
Comments