Waitrose Report Highlights Shift to Savoury Global Flavours and Freezer Usage
Waitrose's annual report reveals changing middle-class shopping trends, with traditional favourites like avocados and hummus losing dominance.
Shoppers are increasingly turning to savoury, global flavours and greater use of freezers in their kitchens.
Tim Daly, Waitrose's frozen-food product developer, notes a new trend in how households use freezers.
Premium viennoiserie and desserts have surged in popularity, highlighted by a 322% rise in all-butter cinnamon swirls and strong sales of Ottolenghi roasted pistachio and sour cherry ice-cream.
There is growing consumer interest in savoury condiments and spreads such as zhoug, ssamjang, chamoy, umami paste, and Spicy Sriracha Sprinkle.
A new flavour concept called 'fricy,' combining fruity and spicy elements, reflects Latin American influences with softer spice and tropical fruit notes.
These taste changes are influenced by viral TikTok and Instagram trends.
In a Waitrose survey of 4,400 customers, 57% reported sometimes replacing meals with nutrient-dense, high-protein snacks, a shift linked partially to appetite changes from weight-loss medications and other factors.
