Peek inside a typical middle-class British kitchen cupboard today and you're likely to discover a curated collection of gourmet jarred beans, tinned anchovies, and no fewer than six specialist condiments. This is according to the latest insights from Waitrose, which has just released its influential 2025 Food & Drink report, mapping the evolving tastes of its discerning customers.
The New Freezer and Fridge Staples
Gone are the days when hummus and avocado dominated the weekly shop. The Waitrose report indicates these have been supplanted by trendier alternatives like whipped feta dip and courgettes. The modern freezer is now a treasure trove of premium, ready-to-cook convenience.
It is likely stocked with items such as No.1 Wagyu Roast Potatoes (£7.50) and triple-cooked chips, alongside luxury desserts like Ottolenghi's debut ice cream range at £6 per tub and Tru Fru chocolate-covered berries. These frozen gourmet options are particularly appealing as they cost around £3.50 per item, saving up to £4 compared to their chilled equivalents.
For breakfast, All Butter Cinnamon Swirls (£4) and Ready to Bake Almond Croissants are flying off the shelves, with sales of the swirls skyrocketing by 322%.
The Rise of Premium Snacking and Global Condiments
With one-third of Waitrose customers saying they often can't be bothered to cook a full meal, high-end snacks are in high demand. Shoppers are opting for artisanal bites like pork puffs from The Curators (£1.60) and Belazu's rose harissa flavoured nuts (£3.60), rather than standard crisps.
The condiment rack has also gone global. Korean bibimbap sauce, Sriracha sprinkle (£1.75), and Gochujang Hot Honey (£7) are becoming kitchen staples. Sales of premium extra virgin olive oil (EVOO) have risen by 14% year-on-year, despite record-high prices driven by poor harvests and inflation. Bottles from brands like Citizens of Soil can cost over £15, with Alziari Virgin Olive Oil reaching £22.50.
Smart Swaps and Gourmet Convenience
The report highlights savvy consumer shifts in response to economic pressures. With beef prices inflated by up to 27%, shoppers are turning to more affordable pork cuts, including fillets and T-bone steaks, and 'forgotten' seafood like ray wings, sales of which are up 21%.
However, this frugality coexists with a demand for gourmet shortcuts. Sales of Michelin-starred restaurant Gymkhana's marinades and sauces have jumped by up to 46%. Jarred and canned bean sales have also soared by 45%, led by brands like Bold Beans Co.
Waitrose frozen food developer Tim Daly notes a new trend: "They're stocking [freezers] with luxury, ready-to-prepare items... so they have smart staples to hand whenever they need them." The collective cost of these new essential items is staggering. The Daily Mail calculated that purchasing every product highlighted in the report would total £290.49 – and that's before adding everyday basics like cleaning products.
