FOOD AND DRINK REPORT 2019 -20
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FOOD AND DRINK REPORT 20 19 –20
TAHINI GRAINS
WELCO ME A core element of houmous, tahini
is made from hulled sesame seeds
Shoppers are going with the grain –
in particular, sales of amaranth are up
that have been toasted and ground. 20% while mixed pouches of quinoa,
THE FAC TS It’s now a popular ingredient in its chickpea, bulgur wheat and rice have
& FI G U RE S
KINDNES
own right, with searches for tahini seen sales rise by 36%.
paste on waitrose.com up more
Waitrose & Partners than 700% on last year. LUXURY FROZEN FOOD
carried out extensive Shoppers are filling their freezers with
research into the top NOODLES cook-at-home croissants and Keralan cod
food and drink trends Easy, delicious and fun, noodles can work ready-meals as premium frozen food goes
of 2019. as a healthy option or a quick snack. mainstream. Waitrose & Partners’ new
We conducted No wonder they’re in vogue. Searches for premium range includes King Prawn,
CAN BE
OnePoll consumer soba noodles on waitrose.com are up 83%, Mussel & Clam Tagliatelle and an Italian
research on a wide udon noodles searches are up 50% and Slow-Cooked Pork Belly.
range of topics with sales of egg noodles have risen 22%.
2,000 people of all The ramen course at our King’s Cross SKEWERS
UNDERRATED,
ages – not exclusively Cookery School is one of our most popular. From street-food trucks to hipster
Waitrose & Partners kebab joints, skewered food is at the
shoppers. This CELERY JUICE sharp end of fashion. The trend is easy
research was Almost a social media star in its own right, to replicate at home, using leftover
but our research this year found
supported by focus celery juice is omnipresent in the hands of meat and veg from your fridge. Four out
that we’ve rediscovered our spirit of compassion. People up and down the country are caring
groups in which influencers. Sales of organic celery at of five of the bestselling barbecue meat
and sharing: cooking to help friends, taking homemade treats into work, or baking cakes for participants were Waitrose & Partners are up 30%, while lines at Waitrose & Partners are kebabs,
a charity event or fête. As well as home cooking, we’re home growing, as this trend goes hand asked in-depth searches on Pinterest have risen 2,457%. while sales of metal skewers are up 9%.
in hand with an increase in the number of people growing their own fruit and veg. There’s questions about their
even been an accompanying boom in crafts and hobbies. Underpinning all this is the sense shopping, cooking POSH CRUMPETS SEAWEED AND MORE
that life’s pendulum is swinging away from materialism and towards a desire for people and eating habits. It was only a matter of time before nostalgia This year, many of us have been choosing
to share memorable experiences with loved ones. Some of the focus- brought back this old teatime favourite. ingredients from the sea. Delicious in their
group participants Crumpet sales are up 27% and chefs such as own right, kelp, algae, samphire and nori
Taken together, these things point to a rise in compassion and simplicity in British
share their views with Yotam Ottolenghi and Marcus Wareing are all add umami flavour to dishes. Searches
lifestyles. It seems that, as the world beyond their front doors becomes increasingly us in this report. inspiring us with toppings like lobster, cockle for ‘aonori seaweed’ are up 127% on
complicated, people are doubling down on the things that really matter. Households The research is butter, or Cheddar and Marmite. waitrose.com. And ‘seaganism’ – a vegan
are decluttering to focus on the values – and people – that mean the most to them. further supported diet but including sustainable seafood
At Waitrose & Partners we’re helping customers in every way we can. The standard by insights from our ECO CLEANING PRODUCTS – has been gaining a following.
and care with which we source our food fits perfectly with the ‘quality not quantity’ food, drink and retail Kitchens and bathrooms are turning green all
philosophy. Customers in our stores or shopping online know they can trust us on Partners. It’s backed over the country. Sales of eco household cleaning VEGAN READY-MEALS
up with sales data products at Waitrose & Partners are up 17%, eco Sales of these are doing so well that they’ve
products and on the environment. Compassion in World Farming has recently voted
from millions of laundry sales have risen 40% and eco dishwashing overtaken their vegetarian counterpart for
us the best retailer in Europe for farm-animal welfare for the third time in a row, and the first time. Vegan favourites include
purchases throughout products are up 26%. Even recycled toilet paper is
we will eliminate all hard-to-recycle black plastic from our own-brand products by the year. selling 39% more than last year. mushroom carbonara and paella.
the end of this year. And we’ve had an overwhelming response to our ‘Unpacked’ trial, All figures are
where we’ve removed packaging from 200 products in our Oxford shop, so we’re
20 19
compared with
extending elements of that initiative to three more shops. the same period the
When it comes to home cooking, we help make things easier for families with
our healthy ingredients, short cuts and meal inspirations. And our Partners
previous year, unless
otherwise stated.
W H AT L E D TH E WAY I N
GOING
– our food and service ambassadors – have a wealth of specialist knowledge.
With them, Waitrose & Partners provides what people need to create
special, homespun moments and memories.
I hope you find plenty to enjoy in our Food & Drink Report 2019-20.
RO B C O L L I N S
Partner & Managing Director, Waitrose & Partners
UP
WAITROSE & PARTNERS FOOD & DRINK REPORT 3
T REND ONE T R END TWO
Britons are moving towards a simpler existence.
Our research found that families are refocusing on MINDF U L S P ENDING
the fundamentals – cooking uncomplicated meals,
C
ontactless payment has But people are still embracing
growing their own food, taking up a traditional made it all too easy for us what the experts call ‘controlled
to buy without thinking. discovery’. When we do spend, we
hobby and turning their backs on materialism want the results to be special – for
But people are starting to pay more
attention to their purchases and to instance, seeking out unusual treats.
I
30% OF US ‘There’s a trend for creating theatre
nstead of defining happiness by achievements or possessions, keep more of an eye on their finances.
grow our
we’re appreciating simpler pleasures. Six in 10 Brits say that sharing Half the people in our OnePoll from ordinary things: taking the time
own food
to make a proper cup of tea, or to
‘We’re seeing
memorable experiences with loved ones is their priority, compared research say they’re prioritising
with just 4% who say acquiring ‘things’ is their main concern. Four in what they buy more now than they enjoy a really great piece of chocolate an interest in
10 people believe they’ve become less materialistic over the past decade. were five years ago. Just 5% say cake,’ explains Stephanie Chafor, “controlled
Eating together as a family is key to creating memorable experiences, 20% OF US they were more focused on their Partner & head of grocery buying. discovery”. People
but a fifth of people say they’re cooking simpler meals than they used are cooking budget back then. This paring back of spending is
to. We’re taking shortcuts such as using pouches of rice or grains, using simpler meals Daily outlays soon add up, so illustrated by the reduction in the are exploring
frozen chopped vegetables or herbs, and batch cooking – more than families are making small savings number of people buying multiple new tastes and
a third of people in our research say they’ve made use of each of these. across the board. Half are buying hot drinks from UK coffee shops adventures, but
‘We know nearly half of Brits cook weekday evening meals in under fewer lunches out, takeaways and every week. Nearly half of people are
30 minutes and we’re seeing a desire to remove the “fog” of multiple snacks, and 46% are going to the pub buying fewer hot drinks overall – but
without making
47% OF US
decisions,’ says Stephanie Chafor, Partner & head of grocery buying are trying to less. In total, 36% of us say we are more of us are treating ourselves just a big commitment.’
at Waitrose & Partners. ‘People are looking for fewer ingredients, create more buying fewer non-essentials and once a week. We still love to indulge, N ATA L I E M I TC H E L L
fewer steps and fewer decisions, especially mid-week.’ time for hobbies considering more carefully whether but we think more carefully about Partner & Head of Product
To turn this spare time into quality time, almost half of us (and 57% we need something before buying it. when we do it. Innovation
of 18-24 year olds) are using it for hobbies – including growing our own
38%
food (30% of respondents). The main reason (given by almost two-thirds
of hobbyists) is that these pastimes help with mental wellbeing. A third
say they do hobbies to be kind to themselves, while nearly a quarter OF US ARE
49%
are fed up with life’s hectic pace. GOING to
46% the pub
THE
OF US HAVE BECOME less often
LESS MATERIALISTIC
OVER THE PAST DECADE OF US ARE
BUYING FEWER OF US GO OUT
SIM P LE
LUNCHES OUT less for mid-week
dinners at mid-range
…WHILE JUST 41% restaurants
4% of us rate
owning more
things as personally OF US SAY WE BUY
important
61
less unnecessary ‘stuff’
36%
LI F E
%
HOW MANY HOT DRINKS DO YOU BUY PER WEEK?
‘In many areas we’re seeing a “Good Life” 2 (2.08)
approach to food and cooking. For example,
50%
CUPS PER WEEK
people growing their own produce. We think OF US BUY 1 HOT
it’s driven by a number of things: taking 1 (1.21)
DRINK OR FEWER PER WEEK
(5 years ago this figure was 31%).
comfort in a simple approach to living, saving
money, or having an eye on the environment. Only 6% of us now buy more than
You can’t get much more local than your 4 cups per week, whereas 5 years
own back garden or window box.’ OF US SAY SHARING MEMORABLE ago 16% did so.
A L I S O N O A K E RV E E
EXPERIENCES WITH LOVED ONES IS
5 YEARS NOW
Partner & Food Editor THE MOST IMPORTANT THING TO US AGO
4 WAITROSE & PARTNERS FOOD & DRINK REPORT WAITROSE & PARTNERS FOOD AND DRINK REPORT 5
T REND THREE
A PA SSI ON FOR
CO MPA S S I O N
It’s cool to be kind again. Altruism, or small acts of T R END F O U R
generosity towards others, seems to be increasing,
especially among young people
C U T T I N G C LU T T E R
17%
‘T
here’s a definite move towards kindness – to
yourself, others and the planet,’ explains Tor Harris,
Waitrose & Partners head of corporate social We’re decluttering our homes as we discard unnecessary
responsibility. ‘As a society, we’re becoming increasingly distractions and simplify our lives
aware of how these three things are linked and are striving for
F
compassion. People are more conscious about avoiding choices orty-four per cent of people However, an immaculate larder WHY DO YOU
that would negatively affect something or someone else.’ have cleared out wardrobes can also be a thing of beauty. CHOOSE TO HAVE A
The rise of social media has helped to get people involved, recently. Meanwhile, a third With streamlined cupboards and
80%
persuading them to offer support or assistance. According to coordinated canisters now featuring
TIDY KITCHEN?*
of us have tidied our kitchen cabinets
Tor Harris, platforms such as Twitter and Facebook encourage or fridges and freezers. Almost a heavily on Instagram, it’s no surprise
people to do good deeds, help crowdfund or publicise a cause. quarter have sorted out bookshelves that sales of food-storage tubs are up
Our research revealed a marked rise in the number of people and nearly a fifth have gone through 21% this year, and larger pantry-style
cooking for loved ones, friends or colleagues. It seems Brits have OF US SAY WE COOK CDs and DVDs. Only 34% say we containers are up 6%. Our research
discovered their passion for compassion via baking for a charity FOR OTHERS MORE haven’t cleared out or decluttered shows that 9% of us now take our ‘IT’S EASIER
event or fête, making food to help friends or family, or taking our homes at all in recent months. own receptacles to the supermarket to find things’
NOW THAN WE DID
cake to work for colleagues. Partly influenced by tidiness for loose produce or deli items.
FIVE YEARS AGO
Over a sixth of us cook for others more often today than we
did five years ago, our analysis found. And with many of these
guru Marie Kondo, three-quarters
of us say we strive to maintain an
Indeed, the Unpacked trial, where
Waitrose & Partners has been selling
39%
home chefs (around a third) aged under 35, it seems ‘kindness organised kitchen. The reasons are unpackaged goods, is being extended 35% ‘A TIDY KITCHEN
equals a tidy mind’
cooking’ is here to stay. This is reflected in sales of home-baking practical – it’s easier to find things after an overwhelmingly positive ‘I LIKE
ingredients at Waitrose & Partners, with icing and cooking – and psychological; an uncluttered customer response. After all, cutting living simply’
chocolate increasingly popular, while searches for ‘bread kitchen equals an uncluttered mind. down can be good for the planet, too. 17%
baking’ are up five-fold on Pinterest.
As well as offering home-baked presents, people are also
THE BIGGEST RISE WAS
IN THE NORTH EAST 7% ‘I’M FED UP WITH
my family’s mess’
‘I’VE BEEN
giving the gift of cookery itself. Sales of gift certificates for our
25% OF PEOPLE INSPIRED
Waitrose Cookery School courses have risen by over a quarter,
reflecting people’s desire to give presents that teach a lasting
HERE ARE NOW DO YOU TRY TO by the media’ 7%
MAKING MORE FOOD HAVE A TIDY AND ‘THE OUTSIDE
skill rather than simply buying an object. ‘People are taking WORLD
FOR OTHERS
an interest in developing a hobby such as bread making ORGANISED KITCHEN? *
Respondents could is unpredictable
and then returning to do another related course to further choose more than so I crave
their knowledge,’ says Sarah Buck, Partner & chef at one option
predictability
Waitrose & Partners’ Salisbury Cookery School. WHEN DO YOU
33%
at home’
MAKE FOOD FOR
‘At Christmas, people are increasingly OTHER PEOPLE?* STRONGLY
wanting to make foodie gifts such as AGREE 20% ‘We’re hearing from customers that it feels
49% COOKING AT HOME FOR GUESTS ‘‘
festive biscuits, home-made liqueurs, 33% TO HELP OUT FRIENDS
SOMEWHAT good to be cutting down on unnecessary
DISAGREE
or jams and chutneys. This year we’ll
be providing more gift-food recipe
26% TO TAKE INTO WORK
21% FOR CHARITY BAKES, FÊTES 42% 4% NEITHER
packaging, not just because it’s satisfying
to get organised, but also because it’s
AND FUNDRAISERS SOMEWHAT AGREE NOR
ideas in response to demand.’ 5% TO RECEIVE PAYMENT AS AGREE DISAGREE
better for the environment, too.’
A L I S O N O A K E RV E E A SIDELINE BUSINESS TO R H A R R I S
1% STRONGLY
Partner & Food Editor Respondents could choose
* Partner & Head of Corporate
DISAGREE
more than one option Social Responsibility
6 WAITROSE & PARTNERS FOOD AND DRINK REPORT WAITROSE & PARTNERS FOOD & DRINK REPORT 7
W H AT L E D
T H E WAY I N
2019
GOING
‘We’re seeing a marked change
in attitudes towards drinks.
Many people have a broader
repertoire than ever before,
UP
and think carefully about what
they’re drinking, looking for an
experience and a sense of the
occasion, company or season.’
P I E R PA O LO P E T R A S S I M W
Partner & Head of Beers, Wines, ANYTHING PINK DRINKS TOURISM GOOD-LOOKING
Spirits & Soft Drinks
Britain’s love affair with pink gin The number of drinks enthusiasts GLASS
and rosé wine seems to be taking guided tours behind the With elegant shapes and intricate
expanding: drink aisles are now scenes at the UK’s vineyards, designs, spirit bottles are now
an explosion of pink. From rosé breweries and distilleries has definitely things of beauty. So
vermouth and Champagne to rocketed in recent years. much so that we’re repurposing
W HAT WE’RE
Cocchi Rosa, an Italian aromatised Visits to Scotch whisky distilleries rather than recycling: using them
wine, there are blushes all round. have risen by 56% since 2010, while as table centrepieces, draping
one London gin distillery has seen fairy lights around them at home,
ENGLISH ORANGE visits rise by 2,000% since 2015. or transforming them into
DR I N K I N G
WINE diffuser-stick holders.
A bumper harvest in 2018 has led MORE
to a boost in sales of English and BUBBLES CANS OVER
Welsh wine this year. For something Sales of sparkling keep rising with BOTTLES
different, look out for Litmus shoppers keen to try new fizzes Alcohol packaged in cans used
Orange, the first English orange in addition to Prosecco. Cava is to be frowned upon. But thanks
wine to be sold in a supermarket. making a resurgence, but we’re to the craft beer boom, sales of
Leaving the skin on the grapes also looking to effervescent wines canned lager now outstrip bottled.
during the ageing process creates from Australia, New Zealand Ready-to-drink cocktails in a tin
are also flying off the shelves
ALL ABOUT TASTE the unusual ‘orange’ colour. and South Africa.
and Waitrose & Partners is
We’re starting to see a subtle shift in how people
BYO BOTTLES GRAPE ALCOHOL-FREE selling English wine in a can, too.
view their evening drink, with the focus more The concept of buying beer and ADVENTURES NEGRONI Aluminium is proving popular as
on flavour than alcohol content. So drinkers will wine in a refillable container comes With wine drinkers now quite The classic gin, vermouth and it’s easily recyclable and cans
be thinking first about whether they want to sip from America, where ‘growlers’ are familiar with the most common Campari cocktail is celebrating already contain a high proportion
on something bitter, sweet, long or cold, rather popular. But trials over here suggest grape varieties, they’re becoming its 100th birthday this year. But of recycled content, making them
than whether it’s alcohol based. This trend is that bringing your own bottle could confident enough to explore more thanks to the boom of quality a green choice.
partly due to prioritising health, but also thanks soon become the norm in the UK. unusual ones. Eastern European non-alcoholic drinks, it’s now
to non-alcoholic mixers such as Fever-Tree, Sustainability, personalisation and wine, in particular, is gaining possible to make an alcohol-free DIY FLAVOURED
Coca-Cola and Double Dutch innovating heavily value for money are the main reasons popularity: sales of the dry version that is practically SPIRITS
and moving upmarket. for this rise in refillables. The Unpacked Slovenian Furmint – a grape indistinguishable from its very Instead of buying pre-flavoured gins
Alongside the growing importance of flavour, pilot at the Waitrose & Partners Oxford characterised by electric acidity potent cousin. Using a gin or vodkas, we’re increasingly taking
we’re seeing a rise in the popularity of lower- Botley Road store had phenomenal – are up 159%. alternative such as Seedlip and a homespun approach and adding
alcohol drinks. A simple vermouth and tonic, results. Four types of wine and four Waitrose & Partners has tapped an Æcorn alcohol-free aperitif, our own choice of fruits, herbs
for example, or a plain Campari and soda have draught beers (from Toast, which into the trend for ‘controlled the teetotal negroni is yours. or botanicals to plain spirits. It’s
a lower ABV than a classic G&T. brews using unwanted bread – fitting discovery’ with the launch of nine theatrical, creative and personalised.
But quality is still important. People haven’t perfectly with the green aspect of this lesser-known wines, including grape And it makes a great gift.
lost their appetite for excitement and exploration: trend) were available. Ten weeks’ varieties that three-quarters of
they want drinks they might expect to find in any worth of beer sold out in just four days people hadn’t heard of. But more
of the great bars of the world. In a world of and the trial is already being extended drinkers will now be sampling
discovery, people want to make their drinks count. to three more stores. the likes of Arinto from Portugal
or Cannonau from Sardinia.
8 WAITROSE & PARTNERS FOOD AND DRINK REPORT WAITROSE & PARTNERS FOOD & DRINK REPORT 9
61%
It was 25 years ago that an item was sold securely over
the internet for the first time*. This seemingly unremarkable
event has influenced shoppers’ behaviour like nothing else, TOP REASONS
as our investigation shows WHY PEOPLE
LIKE GROCERY
T
oday, one in eight of us does an online Overall, the number of people shopping SHOPPING
39%
grocery shop at least once a week, between 5pm and 11pm throughout the
while nearly four in 10 do it once week is up 16% on last year.
ONLINE
a month or more. The most prolific internet Smartphones are a catalyst to changing OF BRITS DO AT LEAST SOME OF
shoppers are 35-44 year olds – half of this age habits, too. Half of all visits to waitrose.com OF THE POPULATION THEIR FOOD SHOPPING ONLINE
group do their food shopping online at least today are done through a mobile device –
once a month, and 29% at least once a up nearly a tenth on last year. Just under
REMAIN REFUSENIKS…
S M A RT P H O N E
1
fortnight. Around 40% of the population a third of all shoppers told us that they S A
RE
It’s simple
2
remain refuseniks – they claim never to ‘often’ or ‘sometimes’ get their phone out Someone else
…claiming
3
A
shop for groceries online. in the supermarket to compare prices, look THE MOST PROLIFIC carries the bulky
never to shop
CA
The increasing availability of more up information on a particular product,
1/2
for groceries INTERNET GROCERY It’s easier stuff to my house
TA
convenient, shorter-notice delivery slots or seek recipe inspiration. This number rises online SHOPPERS ARE 35-44 to stick to
LY
is one reason why so many people are to over half among the under-35s. This means YEAR OLDS; half of this a budget 4
S T TO
OF ALL VISITS
a Sting CD, incidentally
shopping online. It also means we’re shopping that it’s the norm, rather than the exception, TO WAITROSE.COM age group buy food online I prefer to avoid the
later in the week than we used to. In the last for anyone born after 1985 to ‘dual shop’ TODAY ARE DONE at least once a month
5 supermarket: the
CHA
year alone, the weekly spike in placing orders online when they’re in a bricks and mortar THROUGH A Ordering online queues, the parking,
on waitrose.com has moved from Wednesday store. We’re seeing this at waitrose.com – MOBILE DEVICE
9% 29% the busy aisles…
N
is a good use of
GI
evenings to Thursday evenings, 7pm-9pm. page views are up 28% this year. G dead time, for
6
N
*
HA OF 35-44 YEAR OLDS
UP ON BIT example when
S DO AN ONLINE
LAST YEAR I’m commuting I like looking at
GROCERY SHOP
the extra product
AT LEAST ONCE
information and
H OW W E SH O P N OW:
A FORTNIGHT 7 recipe suggestions
It’s better for available online
TH E GREAT
the environment
than me
driving there
LONDONERS DO
‘Online and MOST ONLINE
ONLINE
physical shopping FOOD SHOPPING
are closer than
ever – a seamless
28%
do it once a
and intuitive fortnight or more
SHOPPING
experience is
essential. We SPIKES IN DEMAND
know that FOR WAITROSE
RAPID DELIVERY
customers who
SURVEY
(a two-hour delivery service – the trial was
shop across our recently extended outside of London)
website, app and
in-store are our LUNCHTIMES SATURDAY LATE
most loyal and AND AFTER EVENING: SATURDAY
frequent shoppers.’ WORK: Very last- NIGHT:
Orders for dinner minute dinner Cooked
L AURA BURBEDGE that evening ingredients breakfast
Partner & Head of Digital (especially pizzas, ingredients
Development ready-meals and
alcoholic drinks)
10 WAITROSE & PARTNERS FOOD AND DRINK REPORT WAITROSE & PARTNERS FOOD AND DRINK REPORT 11
A N ATI O N O F
SCOTLAND
If buying a lunchtime
THE CRUNCH
178
sandwich, the Scots’
favourite combination NORTH EAST
is a cheese-and-ham THE NUMBER OF PACKETS
People here get most
sandwich with a bag THE AVERAGE CRISP EATER
annoyed when others
of Flame-Grilled CONSUMES EVERY YEAR
eat crisps loudly,
Steak crisps. with 41% admitting
to irritation with
CHEESE AND CRISP LOVERS’
public crunching.
NORTHERN ONION is the other preferred
IRELAND NORTH WEST UK’s favourite snacks are crackers
YORKSHIRE AND flavour. Salt and OUR FAVOURITE (71% are open to
The Northern Irish are People living here are most
most likely to eat crisps THE HUMBER vinegar and ready DIP is sour cream, replacing their
likely to bring a packet of
during a cinema or People in Yorkshire are least salted take second with 21% of us having favourite crisp with
crisps to a dinner party
theatre performance, keen on dipping their crisps and third places. tried it. This was a cracker), followed
in case they get hungry
with over a third (38%) – more than half said they closely followed by by vegetable crisps
later, with 16% saying they
admitting to this. didn’t usually dip. houmous and tomato (70%) and then
would do this.
salsa. However, nearly nuts (65%).
half (46%) say they
don’t dip their crisps.
31
THE ETIQUETTE
EAST MIDLANDS
20% of people living in
the East Midlands have
attempted to make their
% 86%
OF PEOPLE THINK
it’s socially acceptable
to shake the crumbs
from a packet into
own crisps at home.
their mouths.
GET ANNOYED WHEN
But 73% think it is
EAST ANGLIA WE HEAR SOMEONE uncouth to put crisps
Sour cream and onion CRUNCHING ON CRISPS. inside a sandwich in
WALES flavoured crisps are
front of other people.
The Welsh eat more more popular here …YET 50% OF US HAVE
packets of crisps per week than anywhere else EATEN CRISPS ON PUBLIC ALMOST A THIRD
than anyone else in the UK, in the country. TRANSPORT AND A THIRD (30%) of us have
at an average of nearly
(33%) HAVE DONE SO eaten crisps in bed.
4 packets each. They’re LONDON DURING A PERFORMANCE
also the most likely to Londoners are the biggest AT THE CINEMA OR THEATRE. ONLY A QUARTER
view crisps as a British dippers, with two-thirds
OF BRITS (26%)
‘institution’, on a par WEST MIDLANDS (68%) saying they prefer a 9 IN 10 BRITS agree you shouldn’t would think to open
with a roast dinner. Ready salted is this region’s favourite dip with their crisps. ‘double dip’ at a social event, up a bag of crisps to
flavour. It’s the only place where ‘plain’ but 17% think it’s OK between share at the pub.
crisps are preferred to the nation’s SOUTH EAST
friends and family.
favourite of cheese and onion. Love it or hate it, southerners are
most likely to eat Marmite-flavoured
SOUTH WEST crisps, with 7% saying they are a
West Country folk like their crisps preferred flavour. But their overall top
thick and crunchy – 40% would choice is salt and vinegar – like the
choose this texture (more than Welsh, they prefer it to the national
Data a combination of Waitrose & Partners sales, our OnePoll research, and
any other region in the UK). favourite of cheese and onion. Walkers Kantar and Nielsen research on behalf of Waitrose & Partners
12 WAITROSE & PARTNERS FOOD AND DRINK REPORT WAITROSE & PARTNERS FOOD AND DRINK REPORT 13
Brits are spicing things up, thanks to the resurgence of the MIDDLE EASTERN CELLAR
chilli. Sales of the little red devils have risen over the last year, FOOD AT HOME SUBSTITUTES
as we’re finding more imaginative culinary uses for them Many of us have been buying houmous or falafels One in five under-35s is less
for some time – and the kebab house holds likely to put salt on the table ANIMAL
a place in many Brits’ hearts. But now we’re at mealtimes than they used to, WELFARE
H OT H O T
dabbling with the complex flavours of Middle our research found, suggesting
Eastern cuisine at home as well. Waitrose we’re seeing the demise of the The number of flexitarians
Cookery School courses in Middle Eastern salt cellar. Hot sauce, chilli in the UK continues to rise:
T
Mezze, Moroccan Kitchen and Chicken flakes or an extra grind of black a third* of Brits are eating less
O
Shawarma are currently sell-outs, while rising pepper are often used as a meat and fish than two years
H
sales of sumac, baharat and zaatar show that healthier alternative to salt. ago, and 32% plan to reduce
we’re cooking increasingly ambitious dishes. But, increasingly, a sprinkle of their consumption even more
‘It’s no surprise Middle Eastern cuisine mint, basil or nutmeg is being over the next two years. More
is hitting the mainstream,’ says Zoe Simons, used as seasoning. Our love than a quarter of us (26%) say
Partner & senior innovation development chef for saltiness remains, though, that we plan to look for better
A
fifth of us are eating more spicy at Waitrose & Partners. ‘Already and innovative dishes are quality meat or fish while
food than we used to. Demand for established with foodies, it offers replicating the flavour, from limiting how often we buy it.
E
spicy ready-meals is growing – both spice and sweetness.’ crispy chicken skin and Shoppers are most likely to
‘Chilli is a great
Waitrose & Partners has launched curries with halloumi ice cream to tapenade choose free-range, British
way to add extra
R S
spice ratings of four and five for the first time on toast. We can look forward meat, with the top factors
this year, up from a maximum of three. Our flavour and interest to less salt, but more saltiness. influencing purchase being
D
research found that Brits’ increased appetite to food, and people sourcing, provenance and
for hot food is strongest among the under-35s. welfare standards.
are increasingly using
TRE U
N
The longest queues at festivals this summer The increased interest
seemed to be at curry stalls rather than burger it in place of salt. from customers is also
stands. However, this doesn’t mean that young Chillies also contain ND
B E YO
apparent with views of the
FUT
people have the highest tolerance for heat. Far animal welfare page on
a compound that can D
from it: when it comes to spice, people aged
between 45 and 54 have the hottest palate. cause natural “feel good” AN waitrose.com up by 37%.
20
Chilli is appearing in products you wouldn’t chemicals to be released
20
traditionally expect, such as chocolate and
by our brains. So our
popcorn. We’re also using it as a condiment
‘We’re seeing a more
OUT FOR IN
– often as a substitute for salt. For example, reason for enjoying spice
a quarter of those reducing their sodium could sometimes be more considered approach to
intake are replacing it with chilli flakes or than just because it’s tasty.’ meat. Because some
sauce. ‘There’s an enormous range of chillies
available and they represent a more complex M O I R A H OW I E people are eating less of it,
20%
flavour than just “hot”. Some are fruity, Partner & Nutrition and Health Manager SEACUTERIE when they do eat it they
some are smoky and some inevitably do have This is a reimagining of want to make it count;
Research YouGov for Waitrose, August 2019, 2067 UK adults (nationally representative)
a proper punch of heat – like a Scotch bonnet charcuterie, using seafood
they want to really enjoy it.
K
or a bird’s-eye,’ says Andrew Morris from instead of meat. A trend that
We see this demand for
O
Waitrose & Partners Cookery School. HOW HOT DO PEOPLE OF started in Australia, it
O
DIFFERENT AGES LIKE incorporates pickling, L meat produced to high
THEIR FOOD? fermenting, smoking and ageing,
HOW ARE WE TO standards continuing
5% and is finding its way to these shores.
MILDSCORCHING
to become more
10%
S
EATING CHILLI? OF US EAT MORE Cornerstone restaurant in London’s
N
18%
SPICY FOOD THAN Hackney Wick offers salmon pastrami and
IO pronounced in the
H
23%
‘Sprinkled over ice cream’ citrus-cured brill, while dishes elsewhere years to come.’
S
FIVE YEARS AGO
FA
Lynne, 62, academic include octopus salami, swordfish ham and shellfish
TO R H A R R I S
36% sausages. It’s likely to become even more popular as
PEOPLE IN THE
26%
THE FOOD
OF US Partner & Head of Corporate
‘I have put chilli flakes on 39% NORTH WEST chefs and enthusiastic cooks begin to add value to
Social Responsibility
have replaced fish in ways they’ve done with meat for many years.
omelettes and it’s great’ like their food
putting salt on the ‘In recent years, we’ve seen UK chefs turning out
Latarra, 25, recruitment consultant the hottest.
table with chilli classic meat-based charcuterie to rival anything
30% They are twice
19% sauce or flakes. produced on the Continent,’ says Amber Dalton,
as likely to opt
‘I wouldn’t put it in hot for food that is editor of The Good Food Guide, ‘so it makes total
11% 9%
chocolate, but I would in a ‘very spicy’ as sense that they’d look to the sea’s bounty to create
margarita or a spicy cocktail’ AGE AGE people from the intriguing new dishes using time-honoured
India, 31, executive assistant 18-24 45-54 East Midlands. preserving techniques.’
*
14 WAITROSE & PARTNERS FOOD AND DRINK REPORT WAITROSE & PARTNERS FOOD AND DRINK REPORT 15
2000 2010
Waitrose.com online Instagram launched.
delivery service launched. 2005 Trend for gluten-free food.
We were all eating cupcakes YouTube launched. Doughnuts dubbed the 2015
(thanks to Sex And The Molecular gastronomy made new cupcakes. Apple Watch released. The
City). There were 361 million a comeback. Interest started 2015 Waitrose Food & Drink
internet users in the world to rise in organic, local and Report highlighted avocados,
and a global population sustainable food. spiralisers, NutriBullets and
of 6.1 billion. everything coconut among
top food trends. Macarons
B EYOND
dubbed the new doughnuts.
John Vary, futurologist with
the John Lewis Partnership,
looks into the future of retail
2025
Fully autonomous buses and cars,
leading to unmanned grocery
shopping deliveries. DNA samples
allow dinner guests to receive
a fully personalised dining
experience – curated for
an individual physiological
and emotional response.
First humans travel to
Mars. More food produced
2030
Global population reaches 8.5 billion;
globally, thanks to the use almost all are internet users. Brain-computer
of technology such as interfaces expand human capabilities by
hydroponics, where allowing us to harness high-bandwidth data.
crops are grown Supermarkets hire Urban Foragers to help
in a nutrient-rich customers make use of their local natural
solution rather ecosystems and discover new types of wild
than soil. vegetation. Diets change to include more
functional and high-performance ingredients,
with more people increasingly turning to
‘nature’s medicine cabinet’ to help manage
medical conditions.
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