Waitrose has announced a "fundamental change" in the shopping habits of its customers, driven by growing health concerns and a decisive move away from ultra-processed foods. The upmarket supermarket chain detailed these shifts in its latest report, highlighting a significant surge in demand for natural, full-fat products and traditional carbohydrates.
The Great Carb and Full-Fat Comeback
According to Waitrose, 2025 has seen what it terms the "great carb comeback." This trend is fuelled by a renewed focus on gut health and plant-based diets, with customers actively seeking fibre-rich foods. Searches for "jacket potato" on Waitrose.com have skyrocketed by 178%, while sales of large potatoes have jumped by a third compared to the previous year.
Simultaneously, shoppers are embracing full-fat dairy with gusto. The retailer reported a 56% increase in sales of its No.1 Organic Ayrshire Unhomogenised Whole Milk and a 25% rise in its Duchy Organic British Free Range Unhomogenised Whole Milk. Premium butter is also in high demand, with sales of No. 1 French Salted Butter growing by 13%.
Protein Shifts and the Snacking Surge
Protein choices are evolving, with customers exploring more affordable and sustainable options. Sales of pork fillet, priced around £20 per kilo compared to beef fillet now exceeding £80, have revived. Lesser-known fish like ray wings have also seen a 21% boost in sales as Brits look for diverse, healthy protein sources.
Another notable shift is the rise in snacking. A Waitrose survey of nearly 4,400 customers found that 57% sometimes replace a meal with "snacky foods." The supermarket suggests this could be linked to reduced appetites from the use of weight-loss injections, which are also influencing overall consumption patterns.
What's Falling Out of Favour?
As shoppers pivot towards natural ingredients, some previous trends are declining. Sales of so-called "mock meat" products are dropping, replaced by interest in high-quality meat cuts. Other items seeing a dip include Dubai chocolate and sliced bread, indicating a more discerning approach to pantry staples and treats.
Dr Joanne Lunn, head of health and nutrition at Waitrose, commented on the shift: "The growing awareness of ultra-processed food is meaning customers are turning back to more natural full-fat foods. Beyond maximising taste and texture, these full-fat foods naturally avoid the excessive sugars, stabilisers and additives commonly used to replace fat in 'diet' or '0%' alternatives."
The data, compiled and released in December 2025, paints a clear picture of a UK consumer increasingly prioritising flavour, natural content, and holistic health in their weekly shop, marking a significant departure from the processed food aisles.
