Avocados and hummus may spring to mind when thinking of the staples of a posh pantry, but in reality Britain’s middle classes are long over green fruits and chickpea dips, and are instead opting for gourmet frozen food, Korean condiments and Ottolenghi ice-cream.
That is, according to Waitrose 2025 Food & Drink report, which has been released today, and has also revealed Mounjaro-addicted middle classes are eating more snacks, and less meals, and filling their cupboards and fridges with flavoured butters, organic whole milks, and jacket potatoes.
‘We’re observing a new trend in how people use their freezers,’ Waitrose frozen food product developer Tim Daly said.
‘They’re stocking them with luxury, ready-to-prepare items such as No.1 Triple Cooked Chips, Wagyu Roast Potatoes and Four Cheese Potato Gratins so they have smart staples to hand whenever they need them.’
One frozen good that’s soared in sales is Waitrose’s All-butter Cinnamon Swirls, which cost £4 for a pack of four and are up a staggering 322 per cent.
And it looks like shoppers also have a taste for the premium desserts. According to Waitrose ice cream buyer Katie Knight, premium buys are in demand with a ‘growing interest in unique, global, and savoury flavours’ – including Ottoleghi’s roasted pistachio and sour cherry ripple ice-cream, which cost £6 for a 480ml tub.
Pistachio was all the rage at the start of the year – largely thanks to the viral Dubai chocolate trend that is delectable pistachio and tahini filling and pastry covered in milk or dark chocolate. But, it seems its moment is over with burnt butter – or brown butter – as the next big thing.
‘Its combination of high-impact flavour with low effort appeals to both home cooks and professional chefs,’ Will Torrent, Waitrose senior innovation chef said.
Dairy products are also increasingly popular with middle-class shoppers, with plant-based milks less popular than in previous years.
The supermarket’s No.1 Organic Ayrshire Unhomogenised Whole Milk is up in sales by 56 per cent compared to last year, while sales of faux meat are also down.
The report has also revealed shoppers continue to invest in Extra Virgin Olive Oil, with the classic condiment up 14 per cent in sales year-on-year.
‘As customers increasingly appreciate its standalone flavour, they’re investing in higher-quality bottles, perfect for drizzling over a salad or for dipping with fresh sourdough,’ Waitrose oil buyer Charlotte Kissane said.
In fact, 60 per cent of Waitrose shoppers keep at least six condiments in their fridge, with many reaching for Korean and Sri Lankan options like Bibimbap Sauce.
While customers have been looking abroad for their next favourite ingredients, the report found a 178 per cent search increase in jacket potatoes – with shoppers trying to get more fibre and eat more carbs.
Other popular savoury foods include dips which are up 33 per cent, Mutti Tomatoes have increased by 44 per cent, Ottolenghi Pomegranate, Rose & Preserved Lemon Harissa Paste has increased in sale 103 per cent, and cottage cheese is up 38 per cent from last year.
Pork also appears to be having a major comeback, with mince up 16 per cent.
The report has also revealed middle class shoppers seem to be all about easy cooking these days, with pre-chopped ingredients on the rise – in particular the frozen Cooks’ Ingredients Chopped Garlic has had a massive 178 per cent surge in sales.
According to Tim Daly, ‘this trend is driven by the demand for foods that offer a convenient solution for busy lifestyles without sacrificing delicious, nutritious meals.’
So what else has piqued shoppers’ interest this year?
Well, for those with a sweet tooth we have bad news: bitter flavours are in. Ingredients like Mild French Mustard and red chicory are up in sales compared to sweets.
Another flavour trend on the rise is ‘fricy’ foods. If you’re wondering what on earth a ‘fricy’ food is, its a delectable mix of fruity and spicy flavours – like spicy mango.
And last but not least, there’s been a shift in drink preferences among shoppers.
Along with negronis rising in popularity as a classic cocktail choice, tequila sales up 25 per cent compared to this time last year.
