Food and drink reporT - In a year of change, British consumers are looking for control when it comes to what they eat - Waitrose
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The Food and Drink Report In a year of change, British consumers are looking for control when it comes to what they eat
2| waitrose.com | The Waitrose Food and Drink Report 2017-18 The Waitrose Food and Drink Report 2017-18 | waitrose.com |3 2017: the consumer TRENDS Going Up What was in 1. As and when takes control favour in 2017 FOOD Whether it’s shopping or eating, we do what we want, when we want. It’s all moved on from the weekly supermarket visit – two thirds of us now buy groceries more than once a day. Today’s customer is firmly in the driving seat. According to the latest research from Waitrose, shoppers are more single-minded and savvy than ever before. In an uncertain CARBS From pasta to fresh bread, And if we want brekkie at lunchtime, no problem! world, this desire to take charge is no surprise carbs are back! Mac ‘n’ cheese, As consumers, we have a vast array of choice. While we are bulgur wheat and quinoa were What they’re saying among the year’s top picks. less disciplined about our shopping routine than in the past, never have we had so much control over when or how we shop. ‘There’s definitely a sense that Our trips to the supermarket are more frequent than they people can buy whatever they HERBS were five years ago. According to Waitrose research, two- want whenever they want. You They’re a quick way to add thirds of us regularly or occasionally visit a supermarket more see people eating food that you colour, freshness and a ‘cheffy’ than once a day. This trend is particularly prevalent among might associate with breakfast – 18- to 24-year-olds, who are twice as likely to regularly visit a touch to our dishes – no wonder sales of herbs have rocketed. supermarket twice a day as the over-55s. but they’re having it for dinner.’ JONATHAN MOORE, Waitrose Healthy What’s behind this trend? ‘As and when’ shopping allows us better control against over-buying and waste. There is still Executive Chef eating: TURMERIC This golden Asian spice is a place for a big weekly shop, particularly for busy parents, ‘Customers kept asking us to common make breakfast food available all everywhere, overtaking cinnamon this year as the top but these are increasingly topped up by mid-week or daily ‘midi’ shops. With the number of convenience shops rising, day in our cafés – so this year sense rules selling Waitrose spice. there is no need to stick to organised shopping routines or to we’ve done it, and sales of those plan ahead as we have in the past. We’re becoming a nation of options are up by 40% so far.’ Although two thirds of Brits follow some ‘supermarket hunter-gatherers’: we shop for food only when jane hills, head of food service buying at waitrose sort of diet or health drive, three quarters BUDDHA BOWLS required, treating stores like our very own walk-in fridges. of us say we now opt for a more common- Colourful, nutritious and And more of us are taking advantage of self checkouts and ‘The generic supermarket of T sense approach rather than a strict packed with fresh ingredients, contactless payment to speed up the process. here was a time when the nation’s shopping habits yesterday is gone in terms of how regimen. Cutting out food groups or the Instagram trend went Many of us lead busy lives, so this ease and fluidity is were dictated by the big supermarkets. Shops’ customers think, eat and shop. following a diet plan has fallen out of favour, mainstream in 2017. hugely helpful. We no longer need to plan meals in advance restricted opening hours, their limited ranges The challenge for us is to make with people now preferring to focus on as it’s so easy to shop for whatever we want at the last minute. and their often out-of-the-way locations meant sure we’re selecting and editing making healthy choices. A third of us don’t decide what to have for dinner until at that consumers had to dance to their tune. The retailers brunch our ranges to make life easier for According to Ross Anderson, Head least 4pm that day, with 11% of us making a selection just be- called the shots. More and more of us are our customers.’ Chef at Waitrose Cookery School, Salisbury, fore we eat. No more. Today’s shoppers exercise unprecedented planning lazy weekend Natalie Mitchell, Head of Brand ‘Faddy diets are definitely going out of The increased spontaneity is also apparent in our choice of Development at waitrose control over when they shop, what they buy and how they catch-ups in-between fashion – people are more aware of how to meals, with traditional boundaries blurring. Brunch continues consume it. Our research for the Waitrose Food and Drink brekkie and lunch. eat more healthily and in a way that’s easier to boom (‘Couples Brunch’ is now one of the most popular ‘I try to do one big shop a week Report 2017-18 found that people for them to maintain.’ courses at Waitrose Cookery School), and more of us are tuck- and then I pop into the local on have become more f lexible in their shopping patterns, more ‘Today’s shoppers ing into ‘brinner’ (breakfast for dinner). It’s further evidence an almost daily basis.’ Almost seven in 10 shoppers say they feel happier when they buy food they know is DARK GREEN VEG price-sav v y and more single- have more control Move over broccoli and cabbage! that our opportunity for greater control is cutting a swathe through old conventions. Kim, 45, manager and mum of two; focus group participant healthy. This is reflected in our buying minded than ever before. For example a staggering 65% of than ever over We’ve gone to the dark side, as a pack of cavolo nero, chard habits: we’re making small tweaks to broaden our diets and add more vegetables. Britons visit a supermarket more when they shop, or kale is sold every second. Posts about #meatfreemonday on the 65% than once a day on a regular or occasional basis. Over half of us what they buy The weekend @waitrose Twitter page have gone up 53% in the past two years; sales of vegetarian peanut BUTTER number crunch don’t decide what we’re having and how they From ice cream to cereal, it’s before The day prepared meals are up by 11%, while new for dinner until lunchtime; one in 10 of us will decide just before we consume it’ 2017’s social media favourites The most popular posts on Waitrose’s Instagram included Alfresco popping up everywhere (and in the most popular recipes on 6% before 18% of Britons regularly launches include celeriac rice and beetroot spaghetti. Exclusion diets are falling in eat. Why are we so last-minute? Burrata Pesto Toast (top) and Blueberry Cheesecake Doughnuts waitrose.com). Sales are up 20%. popularity, as fewer of us are cutting down Rob Collins, or occasionally visit Because we can be. Aided by supermarkets’ longer opening managing director (middle). Heston’s Ultimate Bacon Sandwich (bottom) was the most-watched video recipe on Waitrose’s YouTube channel. At what a supermarket more on carbs in general. Instead we’re choosing more complex versions – such as barley, hours, more convenient locations and carefully chosen juniper berries Great as a garnish in a G&T or to time of Breakfast than once a day quinoa and bulgur wheat. ranges, the consumer is in charge of their domain. add a punch to savoury dishes, day do time While a third of us eat less ‘for the sake As shoppers take control, social conventions are falling. 14% of it’ or out of habit than we did five years The facts & figures you decide sales of these little dried fruits our Top five reasons are: Our research found that there’s no longer a stigma in buying ago, we allow ourselves the odd little treat are up 17% this year. 1. To reduce waste ‘reduced’ food and no longer a taboo in dining out alone. – after all, a little bit of what you fancy does And there is no longer pressure to put on a fancy dinner what you’ll 2. To prevent myself from over-buying you good! And if we’re treating ourselves, party. We do what we like because we’re in charge. Feeling in control of our lives has arguably never been Waitrose carried out extensive research PROTEIN We’ve all been powering up have for 3. Because I think ahead less we’re looking to make it count, with indulgent desserts up 20% and Waitrose more important. After all, there is much going on in the world into the top food and drink trends in 2017. All figures are dinner? Lunchtime than I used to 1 Mini Chocolate Bars up 14%. 22% compared to dishes with beans, seeds and right now over which we feel we have little control. Our We conducted OnePoll consumer 4. Because I don’t like being nuts, and picking meat-based the same I don’t eat tied to what’s in my fridge mission at Waitrose is to help provide shoppers with research on a wide range of topics snacks like beef jerky. period the flexibility. Through our locations, opening hours, online with 2,000 people of all ages — not dinner 5. It’s more of a treat to pick ‘People are wiser than 3% previous exactly what I fancy to eat channels and service we offer them the convenience they exclusively Waitrose customers. This need. Through our ranges — which are edited in our small was supported by focus groups in which year, unless BLUEBERRIES ever about what works * In the past two years. Getty Images otherwise It’s been a long time coming, stores, extensive in our larger ones — we offer them high- people were asked in-depth questions stated. but they’re finally top berry – Other time 4PM self checkout sales for them – it’s about quality products to inspire. We provide the tools; customers about their shopping, cooking and have increased from take control. I believe that this is the recipe for success. eating habits. Some of the focus group outselling strawberries at Waitrose. 4% 14% 14 to 32%* balance and common participants share their views with us in this report. For further information, sense, which is a really Our research supports insights from please southerners are the most likely contactless positive way to make Just before payments Waitrose’s own food, drink and retail experts. It is backed up with sales data contact the Waitrose Press I eat to decide on what to have for have increased healthy choices.’ dinner at the last minute. from millions of purchases throughout Office on 11% 6PM 8% from five 38% People in the East Midlands the year. 01344 825 080 to * Moira Howie, like to plan ahead the most Waitrose Nutrition Manager
4| waitrose.com | The Waitrose Food and Drink Report 2017-18 The Waitrose Food and Drink Report 2017-18 | waitrose.com |5 TRENDS TRENDS 2. Dining solo 3. The end of food faffing 25% and 34% Eating out alone is no longer anything to feel embarrassed We’ve all been to one, and possibly even hosted one – the intricate of us cook a Women are more likely to avoid about. Changing attitudes and more accommodating of 18- to dinner party. But now large statement plates, prepared in advance, are three-course labour-intensive 24-year-olds see their meal at home restaurants mean we’re more likely to ask for a table for one mobile phone as a replacing complicated food, making entertaining a whole lot simpler less frequently dishes than men are surrogate dining and we’re looking companion, compared than we used to for less formal ways There was a time when eating alone in a restaurant wasn’t Intricate three-course dinner parties can be painful affairs. number crunch to just 12% of over-55s What they’re saying to eat, too – finger the done thing. At best, it made us feel awkward. At worst, it For the host, they’re irritating, with countless trips to the 78% food is up by a fifth attracted pity from fellow diners. But this now seems to be a kitchen killing momentum and causing you to miss out on ‘People like one-pot meals. (and up by 27% thing of the past. Eating out alone has lost its stigma, and we much of the fun. And for guests, they can be dull with lengthy They’re nutritious, full of among 18- to 24- are doing it more than ever before. delays between courses and an absent host. So it’s good news flavour and can use slightly year-olds) Of those who expressed an opinion in our poll, three that, increasingly, entertaining at home is all about keeping cheaper cuts of meat. It’s quarters believe solo dining is more socially acceptable than What they’re saying things simple. Over-complicated food is a thing of the past, believe that about lighter, contemporary it was five years ago. A third of us have eaten out alone in the as hosts prepare dishes in advance that allow them to enjoy food. It’s more informal.’ past month, with one in 10 of us having done so in the past week. solo dining is ‘I like eating on my own. their own party. Jonathan Moore, Why do you *Of those surveyed who expressed an opinion. ** Respondents could give multiple answers While many agree that eating out is less taboo than it was, more socially It’s a great way to find A quarter of the people we surveyed say they’re less likely Waitrose Executive Chef we put it down to a number of factors. Almost half say that think eating new places.’ to cook a three-course meal when they entertain at home than restaurants are more ‘single-person-friendly’ than they used acceptable Patrick, 40, printer; focus in the past. A similar proportion say that no matter how many ‘A whole fish looks great and to be. Technology plays a part too: 23% of people say their than it was five out alone is group participant courses they’re preparing, they avoid cooking labour-intensive everyone loves it – and it isn’t smartphone provides them with the company they’re lacking. years ago* now more dishes more than they once did. faffy in the end.’ ‘The smartphone is your You’re never alone with a mobile phone – especially since the rise of free wi-fi in cafés and restaurants. socially acceptable?** companion. I will go and sit and have a bite to eat on Sales of roasting joints at Waitrose are up by 21%, as home chefs look for a simple but impressive centrepiece. Purchases Kathy, 60, staff trainer; focus group participant 67% It may also be that people feel of Abervale lamb, stuffed pork shoulder and speciality increase in my own. I might use the ‘Bring-a-dish nights are popular. more comfortable eating alone. ‘Having that How 1. Society has changed time to catch up on things gammon joints have all doubled. The popularity of informal The host isn’t trapped in the mezze and tapas food sales There is no companion to judge sharing dishes has risen too, with Waitrose launching a mezze- your meal choice: be it a burger half an hour is recently and it’s less taboo (75%) I have missed.’ style World Deli range to meet customer demand. Big-plate kitchen for ages, they’re just Kathy, 60, staff trainer; focus hosting the event. People can Sales of large with the lot or a towering plate important. It’s have you 2. Restaurants are group participant dining is also a winner for guests, who can serve themselves serve themselves. This concept serving bowls of spaghetti — you can tuck in and therefore control their portion size while choosing exactly unabashed. A fifth of the people about self-care. eaten out more single-person- ‘Restaurants are better set what they’d like to eat. This new informality has really taken of control and portion size means are up by we surveyed say they eat alone to be free from unwa nted Why not take alone? friendly (46%) up. Loads have counter seating which is easier when hold, with one in five preparing more dishes that you can eat without cutlery. you can have what you want.’ Moira Howie, Waitrose 26% yourself out 3. Mobile devices Nutrition Manager disturbances. provide entertainment you’re by yourself.’ It seems that hosting a dinner party nowadays is more about 21% Within ‘There is a move away from The meals needn’t be grand – informal, convenient food is for dinner?’ the past Never (23%) Rochelle Venables, editor of The Good Food Guide creating the entire evening than finessing the individual elements on the plates. Ambiance takes precedence over the classic cuisine and complicated People in week rise in sales more usual than fine dining. We live busier lives than ever, so Rochelle Venables, editor of The Good Food Guide 9% 46% 4. People are looking for more time alone ‘We lead busy lives. There is a lot of stress around, and menu. Indeed, food psychologists have found that diners are more likely to recall whether they enjoyed the overall methods: people want to hear how you would present a dish of roasting joints Northern Ireland have been the grabbing a quick bite to eat can Within the experience of an evening out than the food they ate. As one of in a sharing style for family or most eager to cut (21%) ultimately taking some time act as a punctuation point in the day. Rochelle Venables, Editor past year our focus group participants, Julia, 61, a writer, says, ‘Who friends. And time-saving tips down on labour- out to enjoy food is a lovely of The Good Food Guide, says the movement towards people being more mindful of their personal wellbeing is also behind Within the past month 26% 5. It’s an opportunity to meet new people (6%) thing to do.’ Natalie Mitchell, Head of wants the chef to be in the kitchen sweating?’ The modern dinner party is about simple food done well. are really popular on our courses – how to peel ginger with a intensive dishes the trend. She suggests, ‘Having that half an hour is important. teaspoon quickly and how to 19% Brand Development wales is the UK It’s about self-care. Why not take yourself out for dinner?’ at waitrose dice an onion properly.’ hotspot for Eleni Tzirki, head chef at waitrose finger food Cookery School, King’s Cross Mind your manners People who use their phone at the table Children not 33% Guests who ask eating your to help meal but It’s the etiquette conundrum of our age… 1 in 7 over-55s use a knife and fork Diners adding 5% snacking straight even when at salt, pepper or How do you eat home, compared to 1 in 11 people sauce before tasting Fussy Guest People snac king as after 16% 25% aged 18–24 your burger? 2e7t%iquette you coo k eaters 40% People our top constantl y (And does your technique differ What are y when asking when if you’re in a restaurant rather aonplne o Pe yainnces dinner will leav e me a l g tha be ready than at home?) Diners not tableoo c befor keinog Home Restaurant 1 in 4 over-55s eat their burger with saying Guests fored thers have finish others? ** Visitors 14% 17% e thank you get ting in checking th Getty Images , Alamy a knife and fork 30% ness By hand 53% 38% the way cleanli in restaurants ery of the cutl Cut in half, then pick up With a knife and fork 22% 11% 27% 18% compared to 1 in 7 people aged 18–24 ‘Back-seat’ 24% 7% Other/don’t know 14% 17% cooks 17%
6| waitrose.com | The Waitrose Food and Drink Report 2017-18 The Waitrose Food and Drink Report 2017-18 | waitrose.com |7 TRENDS Going Up 4. Value hunting without compromise How the nation drinks What was in favour in 2017 When it comes to controlling our food budgets, we know our onions. DRINK But one thing is clear: we won’t make concessions on our favourites CRAFT PORTERS Scotland & STOUTS Scots love their local 67% Britain has become a nation of agile, price-savvy value- top 5 Darker beers containing number crunch products we won’t Glasgow brew – the five Waitrose roasted malts or barleys hunters. We’re increasingly aware of the best deals and how of shops selling the most Taittinger Brut are getting the craft 53% to find them. Our survey found that we’re not afraid to hunt Brits say they’re compromise on regional beer are all beer makeover. out special offers or buy food from the ‘reduced’ shelf to save Reserve Champagne better at getting 1. Meat north of the border is the top-selling wine money. Customers enjoy exercising control over their budgets buy a good deal than 2. Toilet Roll here on Waitrose and tracking down the best deals. 3. Chocolate HYBRID tippleS Two thirds of us believe we’re better at getting a good deal from the five years ago Cellar. Talk about Glenfiddich is finishing some of 4. Coffee than we were five years ago, while 53% of us buy food from reduced 5. Cheese celebrating in style! its whisky in IPA casks, giving it the ‘reduced’ section more often than we did. There is no section more Why do you the north east a hoppy flavour. Expect more cross-categorising to come. snobbishness about mixing and matching between brands than five buy reduced I hate to see People here are more likely than anywhere or budget ranges, using our increased knowledge to get the food go to best deal. It’s less about saving money, and more about not years ago, food more waste else to serve their gin SPANISH VERMut rising to 68% often?** wasting it. An increase in veggie food sales suggests this is another among 18- to 37% Northern Ireland in a cocktail This aperitif continues to gain traction. A fortified aromatic way people are reducing their expenditure. Our experts point wine, it’s bitter but with a cherry to people adapting their diets according to their budget and 24-year-olds Dinner guests base for a touch of sweetness. here splash out the day of the week to avoid having to compromise on quality. To save money most on a bottle The reduced 87% We might save the steak until Saturday while increasing the of wine as a gift shelf contains Cambridge pimping your fizz number of vegetable-based meals we eat during the rest of There is no longer a ingredients the Midlands Drinkers here are As our love affair with bubbles the week, for example. stigma attached to I was going to Cider has seen particularly partial to continues, we’re getting However, it seems that certain products are still sacrosanct. buying reduced buy anyway Beef skirt the biggest port and sherry creative with a raspberry or a Brits are resistant to compromising on meat, wine, chocolate, coffee and toilet roll. If we do need to make cutbacks, we’re 29% food 26% +14% growth here over anywhere else in splash of the new British cassis. more likely to reduce the amount we buy, rather than choose Brisket the UK a lower quality. For example, our research found that while 30% of us eat less meat than we did five years ago, the same +20% Wales London SICILIAN WINES A landscape of both volcanic proportion of consumers are more likely to buy good quality What’s on The Welsh are more Drinkers in the and coastal areas creates wines meat than we did back then. Waitrose has seen growth in combining New World ripeness the menu? likely to take advice capital are more with crisp Italian flavours. sales of really good cuts such as dry-aged steak, for instance. on wines from media likely to serve their Whether for health or financial reasons, we still enjoy the • This year waitrose and bloggers gin with herbs occasional treat – even if our helpings are shrinking. Sales of extended its Little Less Isle of Wight wine in a box mini ice-creams are up and indulgent desserts have increased Than Perfect range in During the summer Sales of ‘bag in box’ have grown by 20% in two years. After all, being savvy doesn’t mean you The South West response to demand – Channel music festival, cans of 26% in 10 years in France and, lose out on those things you love. Savvy West Country The South sales are up 44% and new Islands Pimms & Lemonade with 10 new boxes in Waitrose, shoppers are more Southerners are the products include peppers Customers at the St moved to top spot in look set for a UK boom, too. Pigs biggest fans of What they’re saying and tomatoes Pork belly likely to buy wines Saviour (Jersey) the Waitrose drinks bag-in-a-box wine +6% cheeks on offer range here +30% shop spent more on premium mixers ‘Being savvy is the new norm. Yes people • waitrose’s Forgotten cider than any other Sales of Fever-Tree are up 74% are conscious of their purse, but they’re Cuts range of meat has Waitrose shop even as other high-end tonics Getty Images Data from Waitrose OnePoll research, Waitrose, Waitrose Cellar and Westons Cider mixing and matching foods and brands soared since its launch nine and mixers-with-a-twist to make it more than that. People want years ago – as shoppers Pork shanks Pigs trotters join the market. the best bang for their buck.’ Natalie Mitchell, Head of Brand Development look for cheaper meat but don’t want to cut back on +30% +36% at waitrose quality and welfare bitter flavours The classic negroni (Campari, A rum story sweet vermouth and gin) has spearheaded the move towards interesting, bitter drinks. The sin bin Waste is seriously out of fashion… Yes, I take one home now, but Scotland contains the 27% Its versatility and variety mean this spirit is on the up garnishes We’re customising our G&Ts with never would’ve highest percentage It was only 50 years ago that the treatment in hybrids such as a juniper berries, cucumber, a sprig As consumers, we increasingly like to ensure done so five of ‘doggy bag of us have a ‘go-to’ Royal Navy stopped giving daily Piña Colada Old Fashioned in of rosemary… Is it all over for ice that food goes in our mouths and not in the bin – years ago convertees’ recipe to use up tots of rum to crews aboard its London’s hottest cocktail bars. and a slice? it’s all part of our unrelenting focus on value. Half of us use our freezer to rescue food that 7% Do you ask y in Britain food lurking ships. But this hugely versatile drink is making waves again, The stories behind rums and their cocktails can be fascinating is potentially destined for the scrapheap. If for a dogg in the fridge having had a modern makeover, and feed into customers’ interest magnums bag at a t Yes, I used to Increasingly popular as a dinner- 10% something is fast-approaching its best before and sales are up 11%. in provenance. And the variety is do it sometimes, restaur ann No, I ask for one party centrepiece, more wines date and we haven’t got plans to eat it pronto, White rum is growing in astonishing; sugarcane grows at but now I do – and even beer – are now available more ofte as frequently of us give we pop it into the freezer for another day. Our popularity thanks to the recent different latitudes and under in a bigger bottle. it more food that’s about to as I used to than you research found that 71% of us feel ashamed launch of flavoured brands such different conditions across the 29% 29 frequently go off to our pet What they’re saying 16% about wasting food. Among the most common as Koko Kanu coconut rum. But it’s Caribbean and Central and South questions to Waitrose Food Editor, Alison did five ? the darker rums that are leading America, meaning that the Oakervee, are queries about what to do with Yes (other years ago No, I wouldn’t ‘I am very proud of not wasting food the charge, and are increasingly molasses used in regional rums different rums leftovers and which recipes can be frozen. reason) then or now and if I eat out I will get a doggy bag.’ seen as a sipping alternative to all produce distinct flavours. are now on sale We have the same attitude when eating out, as more of us are now asking for a doggy bag… 4% 44% Christian, 28, corporate videographer; focus group participant whisky. Meanwhile, rum cocktails are getting the retro twist All in all, this trend looks like it’s here to stay. at waitrose
8| waitrose.com | The Waitrose Food and Drink Report 2017-18 pie charts… Vegetarian people in sheffield buy the most The ultimate guide to pastry-based treats 5% veggie pies Other people in east Venison fillings anglia ate the Beef Pies 1% 2% Chicken Pies most pies on 56% 36% average in the our favourite past year A saucy 56% of waitrose’s question… Waitrose research has revealed the truth to the great sauce venison pies divide… The North really does are sold within Chicken only prefer brown sauce to red, but fillings London Southerners are evenly split ham / bacon between the two. Chicken & wine Chicken & you’re most However, the outright winner Beef & ale / is gravy – which is a more popular mushroom likely to be Beef / steak Chicken & accompaniment across England Beef & other served a pie for stout mushroom sunday lunch in and Wales than either red or glasgow, and brown sauce. Over a third of only Beef & most likely to respondents reach for the gravy order one when boat. The surprise result is the eating out in news that 3% of us choose to add 5% wolverhampton a dollop of mayo to our pie… 25% 16% 9% 6% 3% 11% 17% you’re more likely to choose brown sauce the older you get. It’s 3 times more popular with over 45s On the side What do we eat with our pie? than those aged 18 to 24 46% Chips Mushy peas 8% Vegetables 7% 40% women choose of gravy with their …are chosen by Twice as many pie (but just 28% …are most popular with women (9%) as men (4%) of men) …are chosen most 25- to 34-year olds. They’re often in worcester the top pick in sheffield Salad Mash Baked beans 2% 24% 7% …are most likely to No accompaniment 2% be chosen by scots Don’t know 4% predictionS Whatever next? Trends for 2018 and beyond Indian street food noodle soup — has already had its routine. This is not about gluttony, future of supermarkets looks likely would open with around 200 big Say ‘namaste’ to tapas-style Indian moment in the spotlight. Now it’s rather it is about adapting our to be an experiential retail space trolleys and 150 shallow ‘daily street food. Forget heavy sauces the turn of the indulgent end. Gutsy eating schedules to our busy lives. – immersive hubs where shopping is shopper’ trolleys lined up outside. and chicken tikka masala, this trend sharing dishes favoured in the If dinner’s particularly early one only one of the activities on offer. These days the tables have turned, is about smoked, grilled or seared country’s izakaya bars are set to evening, why not have a mini cheese After all, who’d have thought 10 with 250 shallow ‘daily shoppers’ delicacies, such as scallops in become a big thing. Whether it’s on toast before you go to bed? If years ago there’d be supper clubs and just 70 big trolleys needed. pickled ginger. Food trucks selling yakitori skewered chicken or you’re going to the gym after work, and wine bars in supermarkets? But puris stuffed with zingy vegetables deep-fried tofu in broth, the trend why not have an energy-boosting with fewer of us doing a weekly ‘big plant proteins and drizzled in chutney could will combine the hearty ‘dude food’ salad mid-afternoon? Whether it’s shop’ could The demand for high protein become a common sight. The of the southern US states with the a healthy snack or an this mean the foods continues, and with more of cuisine lends itself to hybrids, such unctuous, rich and surprising indulgent treat, we supersize trolley’s us choosing a flexitarian diet it’s no as spiced burgers or lamb keema flavours of after-hours Tokyo. expect to see more days are wonder there’s such a buzz around tacos. It’s Indian food like you’ve of this in the future. numbered? new plant-based proteins. Whether never seen it. Fourth meal If recent trends with pulses, shoots, grains, seeds, Breakfast, lunch and dinner are so trolleys, dashed continue then it soy or even algae, everyone from Getty Images Japanese ‘dude food’ old hat. There is growing evidence Recent years have seen a looks likely. Just tiny start-up companies to big The light end of the Japanese food that we are starting to squeeze a seismic shift in food a few years ago, an brands is looking for clever new spectrum — such as miso and small, fourth meal into our daily shopping habits. The average Waitrose ways to add a protein punch.
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