Open the pantry in a middle-class British kitchen and you will likely find posh jarred beans, tinned anchovies and at least six types of condiments, according to Waitrose.
The supermarket released its 2025 Food & Drink report this week, which revealed how the tastes of discerning shoppers have evolved.
While hummus and avocado were once staples in every trolley, they’ve been ousted by whipped feta dip and courgettes.
The freezer is probably stocked with ready-to-cook dishes like wagyu roast potatoes, as well as £6 tubs of ice cream from Ottolenghi and chocolate-covered berries.
These frozen gourmet options are particularly favoured because they are priced at £3.50 per item, which is up to £4 cheaper than the chilled equivalent.
Premium olive oil and truffle crisps wouldn’t go amiss in the home either.
To illustrate how much shopping for the ideal middle-class pantry, fridge and freezer from Waitrose would be, the Daily Mail has priced up every product mentioned in the supermarket’s 2025 Food & Drink report.
If a shopper were to add each item to their basket, it would amount to a staggering £290.49, including brand new spices, fresh produce, snacks and condiments – and that’s without any of the more mundane essentials like cleaning products.
The posh selections include a mix of traditional dishes and experimental, ‘trendy’ flavours.
Adding a flair to the classic Sunday dinner, the No.1 Wagyu Roast Potatoes are priced at £7.50 from the chilled ready-to-cook section, while the No.1 Triple Cooked Chips are £4.
Elsewhere, breakfasts that can be retrieved from the depths of the freezer are also becoming more popular, stocked with All Butter Cinnamon Swirls, a must-have at £4, and Ready to Bake All Butter Almond Croissants, which are £4.50 for a pack of five.
For a sweet treat after, there are also frosty desserts, which include the Tru Fru frozen chocolate-covered berries (£6) and Little Moons mochi ice creams (£5).
But perhaps most fancy of all is the addition of Ottolenghi’s first-ever ice cream range, which launched earlier this year and is exclusive to Waitrose.
The luxury collection, created by chef Yotam Ottolenghi, includes flavours such as roasted pistachio and sour cherry ripple, Madagascan vanilla and miso caramel, and coffee and cardamom, all priced at £6 per 480ml tub.
High-end snacks are also rising in demand, with one-third of Waitrose customers saying they can’t be bothered to cook or don’t always feel hungry enough for a full meal.
Instead, shoppers are making sure there’s always a bag of pork puffs by premium British meat snack brand The Curators (£1.60) or mixed nuts to reach for, but not just any old mixed nuts – specifically, rose harissa flavoured nuts by chef-loved brand Belazu (£3.60).
Cheese, cured meats and pickles are a classic combination, but Waitrose customers are now picking up premium, nibbles-worthy versions like Cheesies Cheddar and Goat’s Cheese puffed cheese snacks (£1.50), beef biltong by The Curators and Mrs Elswood Pickle Bites (£1.75).
Elsewhere, Posh Torres crisps (£4.95) are also continuing to sell ‘really well’, according to Waitrose crisp buyer Jay Ledwich, and all these snacks are being accompanied by dips and a multitude of must-have condiments.
Middle-class fridges must now be equipped with condiments from every corner of the earth, with Korea, Sri Lanka and Japan proving to have the most popular condiments.
Korean bibimbap sauce and Spicy Sriracha Sprinkle (£1.75) are fast becoming staples in the kitchen, as well as Gochujang Hot Honey by Wilderbee (£7).
Despite the price of olive oil hitting all-time highs in 2025, due to poor olive harvests impacted by the climate crisis, high interest rates and high inflation, shoppers are also keen to get their hands on premium extra virgin olive oil (EVOO) for both themselves and to gift to loved ones.
High-quality olive oil in beautiful packaging is fast becoming a coveted kitchen item and Waitrose has seen EVOO sales rise by 14 per cent year on year.
Waitrose oil buyer Charlotte Kissane said that the spike in demand for good EVOO is fuelled by its versatility in both savoury and sweet dishes.
‘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,’ she added.
Premium olive oil can reach eye-watering prices, such as Alziari Virgin Olive Oil sold by Waitrose that is priced at £22.50 for 500ml. Other social media-friendly brands like Citizens of Soil and Good Phats are also stocked at the retailer, with products costing upwards of £15.
The most expensive bottle of Waitrose own brand EVOO is the No.1 Valli Trapanesi EVOO, which is priced at £14.50 for 500ml.
Beans are also an area in which consumers aren’t skimping on, as sales of canned and jarred beans soared by 45 per cent this year.
Jarred beans by Bold Beans Co have rocketed to popularity since the company’s launch in 2021 and this year, Waitrose introduced an exclusive Ottolenghi and Bold Beans Co collaboration of Queen Black Chickpeas (£3.60).
But where customers are cutting back is on fresh meat and fish, swapping expensive beef for more affordable pork and opting for ‘forgotten cuts’ of seafood.
It comes after inflation pushed the price of beef up to 27 per cent, prompting meat-eaters to turn to pork for their protein intake. The report showed that customers are buying pork cuts that would normally be associated with beef, such as pork fillets, T-bone steaks and short ribs, at a fraction of the cost.
Meanwhile, sales of ray wings have risen by 21 per cent compare to last year as shoppers seek a more economical way to enjoy their favourite fish dishes.
But at the same time, shoppers are branching out and trying other types of fish, including monkfish, whole bass and ‘Cornish sole’, which the report says is ‘actually the little-known megrim sole, given a more appealing name’.
Beth Jacobs, Waitrose fish product developer, said there is a ‘demand for greater convenience’ and a ‘desire for new, exciting flavours and an increase in accessibility’ among customers who eat seafood.
Convenience continues to reign supreme when it comes to preparing these proteins and shoppers are turning to Michelin-starred Indian restaurant Gymkhana’s range of marinades and sauces to add oomph to their meals.
Sales of Gymkhana’s Classic Tandoori Marinade (£5.75) and Goan Curry Cooking Sauce (£6.75) have jumped by 46 per cent and 28 per cent respectively.
The supermarket’s report found that middle-class shoppers are opting for gourmet convenience, with a focus on filling the freezer with luxury frozen goods that are speedy to prepare.
‘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.’
