Food and drink reporT - As a nation, we're expressing ourselves through food as never before. Food is today's hottest social currency ...
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The
Food and
Drink Report
As a nation, we’re
expressing ourselves
through food as never
before. Food is today’s
hottest social currency
2| waitrose.com | The Waitrose Food and Drink Report 2016 The Waitrose Food and Drink Report 2016 | waitrose.com |3
2016: food as Going Up
TRENDS
1. Express your health
self-expression
What was in
favour in 2016
FOOD
There was a time when healthy eating was a lifestyle choice number crunch
involving calorie counting, effort and sacrifice. No longer. NovemBER
Food is no longer solely about sustenance or aged 18-34. Today, people design and take pride in dishes Today, healthy eating is part of our everyday lives 28
MEAT
and then they share them with the world.
satisfying our taste buds. The latest research Expressing yourself through food is not just about how your
SEAWEED
A good source of calcium and
FREE
from Waitrose has identified four key trends plate looks. It goes far deeper. What and how we choose to iron, seaweed is being eaten as For an increasing number of us, living and eating well is
What they’re saying Meat-free
highlighting that we’re increasingly expressing eat is also an expression of our attitude towards health and
wellbeing. Healthy eating is no longer a bolt-on to how we
‘spaghetti’, in salads or as a
vegetable. This year’s kale
central to our identity. According to Waitrose research, almost
three-quarters of Britons see healthy eating and looking after
Mondays are
who we are through what and how we eat live – it’s an integral part of who we are. And, with more than ourselves as part of who we are. It is one of the ways in which
‘Healthy eating has evolved. one of the
It is increasingly driven by most popular
70% of us regarding healthy eating as part of our identity, we express ourselves to the wider world. Sales of grain bags were
cooking techniques such as courses at
it’s no longer something to be coy about, as the rocketing CHURROS Faddy diets seem to be on the decline. More than half of six times greater than
steaming or cooking sous-vide Waitrose
popularity of seeds and grains, seaweed and smoothie- These Spanish doughnuts are a those polled said that eating sensibly is part of their daily rit- predicted when the range
or en papillote’ cookery
makers demonstrates. Living well is something to celebrate, big hit. Martha Collison’s recipe ual, rather than something they do reactively or episodically. launched earlier this year
JONATHAN MOORE, Waitrose schools
as is an increased awareness of the environment and waste is one of the most popular on Research shows that we’re embracing simpler and health- Executive Chef
– we are all conscious consumers now. Waitrose social media pages ier ways of cooking. Techniques such as steaming or sous-
30%
But perhaps the greatest forum in ‘self-expression Britain’ vide – vacuum-packing food then poaching it – are rocketing we’re opting for smaller
‘Simpler cooking has become
remains our own kitchens. Our urge to entertain others with in popularity, according to Waitrose Executive Chef Jonathan versions of treats more Only of people
WONKY VEG a much bigger trend. There
food – to indulge them and, just occasionally, show off to Moore. Our survey found that six in 10 of us eat fresher, than ever before – admit they consciously
They’ve been around for a has been a move away from
them – grows unabated. We love to delight people through
while but, with Britain’s new
lighter foods than we did five years ago. Heavy sauces are out,
heavy dishes. The best chefs sales of mini count calories when
food. Informal feasting, involving sharing plates and a while simple ingredients and uncluttered dishes are in. they try to lose weight.
relaxed attitude, is on the rise. Over the past year, almost
war on waste, they’re
This desire for transparency is even translating to packag-
are doing as little as they can hot cross buns However, calorie-
experiencing a resurgence to really good ingredients’
four in 10 of us have either hosted or been to an ‘everyone ing. The design team at Waitrose is seeing increasing demand rose by
165%
counting remains
ROCHELLE VENABLES, Editor of
bring a dish’ party, a revolving Come Dine with Me-style event for see-through packs, as shoppers want to be able to judge the Good Food Guide twice as common among
or a themed dinner party. CACTUS WATER the quality of a product for themselves at first glance. those under 34 than it
Above all, our research suggests that people are enjoying The new coconut water, this ‘Health is a way of life. It’s an integral part of the way we is among the over-55s
‘I like cleaner flavours. Once
their food more than ever before. Food is fun and it says so think and influences the daily decisions we make,’ says Natalie
berry-tasting prickly pear you start moving away from at Easter
60%
much about us. And, at Waitrose, we’ll continue to help cactus drink is a low-sugar Mitchell, Waitrose’s Head of Brand Development. Old distinc-
the oil and fatty stuff, you claim the
people enjoy it in every way that we can. alternative to other juices tions are fast disappearing. ‘Once, healthy food was deemed
don’t want to go back because food they eat now is
bland and unimaginative. Today, people are more likely to
you’re more conscious of it’
S
perceive healthy food as tasty and tasty food as healthy.’ fresher and lighter
elf-expression comes in many forms. The clothes CAROL, mother of two grown-up sons
SEEDS AND GRAINS And the demand for a range of food to suit all diets is here than it was five
people wear, the cars they drive and the music they Sprinkle them over salad or to stay. According to Mintel, UK-wide sales of ‘free-from’ foods years ago
listen to all tell us a little about who they are. The porridge for taste and texture. (such as gluten- or lactose-free ranges) are forecasted to grow
Waitrose Food and Drink Report 2016 has uncovered Buckwheat sales are up 82%,
a new addition to this list: we’re now expressing ourselves
through food, too. From healthy eating and the explosion of
and chia seeds sales by 62%
from £470 million in 2015 to £673 million by 2020 – that’s a
leap of 43%. One in eight food products launched in Britain 71% say that eating
in 2015 was gluten-free, up from one in 14 in 2011. And today, healthily and looking
food photography on social media, to our desire to entertain after themselves is part
we’re increasingly eating free-from foods as just one compo-
others through cooking, food is today’s hottest social CHARRED FOOD of who they are
nent of a healthy lifestyle rather than due to an allergy or in-
currency: through it, we tell others about ourselves. We’re talking lightly to
At Waitrose, our mission is to help customers enjoy great ‘Living well is something bar-marked, not burnt! And tolerance, Mintel says.
ce
i n f or s
n
Sl i n ds b u
Our health obsession is reflected in the cookbooks we People in Yorkshire
food every day and it’s essential to keep a watchful eye on
shifting trends to achieve this. Our report always provides
to celebrate, as is an as a result, sales of our
wood-fired pizzas soar buy. Top-selling titles at Waitrose include Lean in 15 ou
r rge r and the Humber are
an intriguing insight and, right now, it’s clear things are increased awareness of the by Joe Wicks and the Leon Happy Salads recipe book.
bu
the most likely to
claim that healthy
changing, and fast. One example of this is the impact that
Instagram culture has had on how we view food. Literally.
environment and waste COCONUT FLOUR
is the latest
eating is part of
This gluten-free alternative Aubergine
Our research found that a fifth of all Britons have posted a – we are all conscious is high in fibre and protein, and
carb substi
tute, with sa
is
les their everyday lives
has become a storecupboard % so far th
picture of their food on social media – or sent a picture to a
friend – in the past month. This increases to a third of people
consumers now’ staple this year
rising by 18
rp le w on der
year. the pu e
pl acing th
has been re s
Rob Collins, managing director
humble burg
er bu n , a s
t h wa y
g
PICANHA s pa sta sheets in le n i e s
Cu t f or fr
wel l a
Sales of this Brazilian rump steak be rgine ‘chips’
lasagne. Au
cut rise by 70%. Cook medium
ry popular
are also ve
The facts & figures News bites
or rare on the barbie and serve
thinly sliced with lime and chilli
Waitrose carried out extensive VEGGAN DIET
research into the year’s top food and All figures are Also featured That’s vegan to you and
me… but with eggs. It’s January February
drink trends in 2016. compared to in this report a hot topic on social media BURNS NIGHT SHROVE TUESDAY HALF TERM
We conducted widespread OnePoll the same period
p5 HOW britain SHOPs: p11 what we’ll be channels this year DRY JANUARY Burns supper knees-ups aren’t just easy does it No buts, it has to be Help! School’s out
consumer research with 2,000 people the previous
purchasing trends eating and drinking The popularity of Dry January for Scotland! In fact, they’re It seems cold weather batter! There’s a and the kids need
of all ages – not exclusively Waitrose year, unless
across the nation in 2017: predictions is on the rise, with low getting more popular means we want to 77% increase in entertaining. A
customers – on an extensive range of otherwise BAO BUNS
for the year ahead and no-alcohol across the UK, with spend less time in the CHINESE home-baking sales baking boom hits
topics. This was supported with focus stated. Street food-inspired Asian
p6 The lunchtime options up by 47% shoppers buying kitchen (more under NEW YEAR as shoppers stock sales of nuts, which
groups in which people were asked steamed buns. Great with
lowdown: what p12 Our favourite on the last weekend 22% more haggis a blanket, perhaps?). We usher in up on pancake- are up by 15%;
in-depth questions about their For further pulled pork or caramelised
we’re eating alfresco drinks: what we’ve in January. And as this year than last. We look for quick the year of making ingredients. essences and food
shopping, cooking and eating habits. information, beef strips
and aldesko been sipping in 2016 cutting back is Veggie haggis is and easy options the monkey colours purchases
Several of our focus group participants please contact
better than doing on the up, too, on February nights – with a feast VALENTINE’S DAY rise by 8%, and
share their views with us in this report. the Waitrose
p9 The great plastic nothing at all, accounting for the Waitrose Easy to of Oriental Hopeful lovers take dried fruit by 81%.
Getty Images
Our research supports insight from Press Office on
bag survey: how are sales of small 25% of total haggis Cook range sees sales food: sales heart! Online flower Coconut flour is the
Waitrose food and retail experts, along 01344 825 080
we taking all our (37.5cl) bottles of sales. What would grow by 15%, while increase by 60% sales rise by 28% must-have baking
with sales data from millions of
shopping away? wine are up by 37%. the great poet (left) prepared vegetables during the and, in store, gifts ingredient, as sales
purchases throughout the year.
have made of it all? are up 17%. celebrations. sales are up 35%. increase by 24%.
4| waitrose.com | The Waitrose Food and Drink Report 2016 The Waitrose Food and Drink Report 2016 | waitrose.com |5
TRENDS
2. HIP FOOD HOW BRITAIN SHOPS
Thanks to social media, the food on our plates is no longer merely Who gets out and about and shops ’til they drop, and who prefers to let technology take the strain?
a tasty combination of nutrients or a weekend treat. It’s social And what about keeping an eye on nutritional information or sustainable sourcing?
currency and we’re increasingly sharing it with the world Waitrose reveals the nation’s shopping habits – see whether you fit the trend for your region…
SALES OF PATTERNED
In the past month alone, one in five Britons – that’s an
NUMBER CRUNCH BOWLS ARE UP WHAT THEY’RE SAYING
12% Trolleys at
impressive nine million adults – has posted a photograph of
BY
their food on social media or sent a snap to a friend. It’s not
‘Food photography is
the ready
just the younger generation, but all age groups, who have PEOPLE FROM SHEFFIELD SCOTLAND
ARE TWICE AS LIKELY
beautiful and now everyone Take a bow, Scotland.
caught on to the trend of sharing their food pictures, albeit to THIS YEAR AT
TO HAVE SHARED A
can do it. It’s pure and You’re more likely than
varying degrees. The young are the keenest Instagrammers, WAITROSE, AS
FOOD PICTURE ON
simple expression’ anyone else in the UK
Facebookers or Pinterest users. One-third of 18- to 24-year- PEOPLE LOOK FOR While we have the odd
MOIRA HOWIE, WAITROSE
olds has posted a picture of food in the past month – a figure SOCIAL MEDIA IN THE to check information on
INSTAGRAM-FRIENDLY NUTRITION MANAGER regional peculiarity, there
that falls to one in 14 among the over-55s. PAST DAY THAN PEOPLE sustainable sourcing
WAYS TO PRESENT are certain traits that all
The rise of social media has changed our relationship with FROM OXFORD and animal welfare
THEIR FOOD AT HOME ‘A few years ago, you’d go British shoppers share
food. Almost 44% of us make ‘a lot’ or ‘slightly’ more effort when buying food.
into someone’s home and
with our cooking if we think a photo may be posted on social
they’d have cookbooks
media, our survey found. We’ve become a nation of food 18- TO 24-YEAR-OLDS ARE FIVE ONE IN FIVE BRITS on their table in the NORTHERN STOCKING UP
TIMES MORE LIKELY TO HAVE
curators, telling the world about who we are via our food
SHARED A PICTURE OF THEIR HAS POSTED A PICTURE lounge. Now that food IRELAND YORKSHIRE AND Nationwide, Friday is the
choices, through the lens of social media. But it’s not all about
aesthetics – our survey also discovered that a good-looking FOOD IN THE PAST MONTH OF THEIR FOOD ON has become an internet Is shopping something THE HUMBER most popular day for the big
THAN OVER-55s SOCIAL MEDIA – OR SENT sensation, we look for of a hobby in Northern Customers here shop, with 14% of customers
plate of food can make eating infinitely more pleasurable.
recipes online instead’ Ireland? Come rain or love a shopping list preferring to get their
‘Food is about experience and emotion,’ says Natalie A SNAP TO A FRIEND JONATHAN MOORE, WAITROSE shine, this region has – 94% use one groceries in ahead of the
Mitchell, Waitrose’s Head of Brand Development. ‘And in
– IN THE PAST MONTH EXECUTIVE CHEF the highest number when buying food. weekend. However, more
a connected world, people want to share that.’
of people shopping
9% Whether they stick than half of us visit the
Restaurants are getting in on the act, too, according to
‘I was on a flight last week for food every day. to it or not is another supermarket two or three
Rochelle Venables, editor of The Good Food Guide.
HAVE SHARED and got upgraded – so I took matter altogether… times a week for a top-up,
‘Restaurants today tend to have one dish on the menu that is
A PICTURE a picture of all the food’ and a further 7% shop daily.
really Instagrammable and people often go to a specific
WITHIN THE LIZ, FORMER FLIGHT ATTENDANT
restaurant just to say they’ve had that dish,’ she says. AND MOTHER OF TWO
PAST WEEK FORGET-ME-NOT
But there are downsides to all this sharing. A quarter of us EAST OF ENGLAND
…These repeat trips can’t be
– predominantly 45- to 54-year-olds – are concerned that East Anglians are
‘When I do rice, I put it in a because we’ve forgotten
social media prevents us from living in the moment and the most traditional
mould and tip it out… food something, though – we are
engaging with our eating companions. shoppers among us
is more appetising when a nation of list-makers. Only
and like to do one
you make a bit of effort’ 12% of UK shoppers never
big shop a week.
SPIRALIZERS WERE ANNE, MOTHER OF TWO use a shopping list.
GROWN-UP CHILDREN You’re most likely to
THE TOP-SELLING see them in store
WHAT’S IN A LABEL?
39%
KITCHEN GADGET on Thursdays.
AT WAITROSE WEST MIDLANDS We take time over our
44%
THIS SUMMER Environmentally minded shopping; checking the
OF PEOPLE TAKE West Midlanders are origin of our food is important
GREATER CARE ALMOST most likely to go organic, to 25% of us, while 20%
OVER HOW THEY OF US MAKE MORE OF AN seeking out this actively consider animal
PRESENT FOOD ON EFFORT WHEN PREPARING information when welfare standards.
THEIR PLATE THAN FOOD IF WE THINK A choosing food.
THEY DID FIVE PHOTO WILL BE POSTED HEALTH IS A PRIORITY
YEARS AGO ON SOCIAL MEDIA As a nation, our own waistlines
and wellbeing come first:
nearly a third of us look for
nutritional information when
choosing our food.
MARS VS VENUS
But there remains some
differences between the
nation’s shoppers, and the
MARCH APRIL MAY split is along gender lines.
Did you know, for example,
ST PATRICK’S DAY SPRING? SPRING! respectively, while gin
that across the nation,
It just wouldn’t be Seasonal British At last, some and rosé rise by 15%
regardless of the time of day,
the same without favourites, such as sunshine arrives. and 39%. And if we’re WALES SOUTH WEST CHANNEL ISLANDS LONDON you’re more likely to see
Guinness. Sales rise Jersey Royals and And what do we do not enjoying the sun at The Welsh are the People from the South There’s no time to waste Shopping for groceries women than men in the
by 40%. Sláinte! asparagus, are to celebrate? We fire home, we head out to nation’s most waste- West love their gardens idling in line on the online is most common supermarket on… Thursdays?
here, but it’s not up the barbie and the park: picnic foods conscious: they rarely - shoppers at Waitrose in Islands – Waitrose among these time- Women also confirmed that
enough to warm invite family and are up, salad sales fork out 5p for a plastic Melksham spend more St Saviour, Jersey, has pressed city dwellers – they are the most careful
our hearts in this friends over, of course. increase by 12%, soft bag – they’re more than anyone else on our the country’s highest but they make time for and systematic grocery
unseasonably chilly Barbecue fuel sales are fruit by 11%, and our likely to remember gardening range. It’s number of customers their five a day, buying shoppers, being more likely
month. We lift our spirits up 95%, barbecue Food to Go range by to bring one from also one of our most using Quick Check ‘scan more fruit, veg and to check pricing and offers,
GUINNESS by buying plants and CUT meat is up 41% on hot PIMM’S 8%. Naturally, if you’re home – and they popular online shopping as you shop’ technology salads from Waitrose nutritional and animal
Getty Images
UP flowers instead: horticulture FLOWERS weekends and service- UP enjoying the garden, take the time to regions – perhaps – and they love to than shoppers anywhere welfare information, and
40%
sales grow 11%, and cut UP counter fish sales leap
72% you need to spruce it check use-by dates because they’re so support local food and else in the UK. use-by dates than men.
flowers are up 20%.
20% 16%. Beer and Pimm’s
are up 20% and 72%
up a bit: outdoor plant
sales grow 33%.
on their food. busy in the garden. drink producers, too.
6| waitrose.com | The Waitrose Food and Drink Report 2016 The Waitrose Food and Drink Report 2016 | waitrose.com |7
The lunchtime lowdown Take a break
Waitrose research and sales data have revealed that what shoppers buy for lunch and where they eat Who’s got the time for an
it are influenced by many factors, including the job they do, their age and where they live. hour-long lunchbreak these
Take a look to see how your lunchtime ritual fits with the trends we’ve spotted across the nation days? Not many, it seems…
What’s for lunch?
Northern Somewhat
Ireland’s ironically,
workforce is home workers
most likely to are the least
leave the likely to have
office at lunch their lunch
Sales of sushi
have shot up by
Nearly 2/3
of us choose
One in five people
eat chocolate at
– but this is
usually in order
outdoors
lunchtime. 18- to
20% this year sugary drinks or
hot beverages at
24-year-olds are the
most likely to succumb
to buy something
to polish off on
the way back to
workers from lunchtime, while – but this age group is their desk…
The Midlands and
the South East go
only
1/3 drink
water
also the most likely to
include raw vegetables
loopy for sushi,
while those in the
in their lunchbox
Londoners are
chronically Only 13% of us
Almost 10% say deskbound take a full hour
West country have
1/3
they eat nuts and for lunch
25%
– they’re the most likely
yet to catch the buzz
seeds each day
More to eat lunch in front
than Age also
as part of their of their screens than
determines of
Salad sales working lunch of workers workers anywhere else workers in the
have also – those from surveyed spend in the country where you eat
lunch UK take less than
risen by
London and East less than £1 on 20 minutes for their
60%
Anglia are the most
their lunch
10% enthusiastic
each day
One in
almost lunch each day
almost
31%
nibblers of 18- to
three
Londoners are most
of office workers
teachers
24-year-olds
likely to pick up a leafy Over 55s are twice
salad for lunch, while West Midlanders admit to eating as likely to take a
ir
h at the
are the most and
at their desks
eat lunc
48%
workers from East lunch break than
fanatical about
ag in e of 35- to
we im
Anglia and the
desk –
their 18- to 24-year-
eace
44-year-olds
p
fruit, while Scots
Midlands prefer
oy the
they enj
old colleagues
are most likely to stay at their desks
t…
and quie
pasta salads
forgo it altogether
Alfresco vs aldesko
Sandwich sales Half of workers
Londoners have a
increased by regularly include
5%
soft spot for our a piece of fruit
nationwide Those in the smoked salmon in their lunch, dedicated folks
this year – South West of and cream cheese with teachers and in Yorkshire and
the UK’s most popular the country are
flavours are prawn most likely to opt
sandwich, and over-35s the most
Lunching in front of a screen, or on the go, has increasingly become the Humber are
our chicken and committed to
mayo and smoked for a vegetarian avocado combo part of British work culture, as our research confirms least likely to
their five-a-day
ham and cheese sarnie for lunch stop for lunch
June July FESTIVAL SEASON AFTER THE DELUGE
August VIVA BRAZIL
September
In typical fashion, festival The nation embraces the
GAME ON ENGLISH MORE FUN And it’s a wet one, but we’re THE HEAT IS ON indian summer
goers return home caked carnival flavours of Brazil as
It’s another WINE WEEK AND GAMES not a nation to be easily It seems rosé is the Summer continues to
in mud and the sun Rosé up the opening ceremony of the
opportunity to It’s good to Wimbledon and deterred. Umbrellas and drink of choice this sizzle with temperatures
104%
finally appears. We cool Rio 2016 Olympic Games
kick back with see shoppers the UEFA finals see poncho sales are up by 150%. summer – sales are soaring to record levels
down with sorbets – kicks off. The classic Brazilian
friends. The supporting sales of Champagne up a massive 104%, – 34.4ºC in Gravesend,
sales increase by cocktail is clearly a winning
UEFA European this brilliant up by 19%, but we led by the ‘frosé’ Kent. In an impressive
49%. And many of choice, as Leblon Cachaça –
Championships industry: love Prosecco and trend. That’s a attempt to make the
us are making them the go-to spirit if you’re making
and Rugby union sales of cava, too: sparkling frozen cocktail of most of alfresco eating,
ourselves: searches a caipirinha – outsells Pernod
internationals see English wine as a whole is rosé, lemon juice barbies across the
on waitrose.com for and Sambuca. Food-wise,
beer sales up wine up 27%. and sugar, if you country are fired up,
Beer sales Sparkling kiwi sorbet and the Brazilian-style steak,
almost 9%. increase Sorbet didn’t know… and sales of grill-worthy
9%
lemon sorbet picanha (pronounced pee-
Getty Images
up by 31%. wine up halloumi and Instagram
increase by kahn-yah), is proving really
49%
sales up fave, avocados, both
27%
37% and 24% popular, with sales up by
rise by 32%.
respectively. a fifth during the games.
8| waitrose.com | The Waitrose Food and Drink Report 2016 The Waitrose Food and Drink Report 2016 | waitrose.com |9
TRENDS
When you
3. THE CONSCIOUS CONSUMER forget to bring
a bag, what do
you do?
When it comes to the environment, doing the right thing has become second
pay 5p for one
nature to many. More aware of the issues concerning our food and lifestyle 30% fork out for a
Plymouth
choices, we’re even defining ourselves by our ‘conscious consumption’ plastic bag
Buy a bag for life
Our research found that 80% of us actively of Brand Development. ‘We’re living in an era 31% invest in something
number crunch
consider how and where our food is sourced when people are walking the walk, not just stronger
The great plastic
when shopping. And a third of us care more talking the talk.’
many of 2,500 local and Sales of bags of organic salad
about the environment and society than we There are many reasons behind the rise in
regional products in are up by 7% this year so far, as People in the South Carry the shopping
did five years ago. We throw away less food conscious consumption: the desire to save West are the UK’s most loose in my arms
bag survey
waitrose regularly outsell people think more about how
and freeze more. money, concerns about the world’s resources,
their equivalent big-brand their food is grown. organic forgetful when it 18% risk it!
According to our poll, 46% of us discard mistrust around the ability of institutions to
fewer leftovers than we did five years ago, and take responsible decisions on our behalf, and
products in that shop beauty products are up 33% comes to bringing their
Put the food in my
this rises to 50% among 18- to 24-year-olds. the feeling that it’s the right thing to do. own shopping bag. handbag/work bag
Just think of the ongoing popularity of This trend has fed into the way retailers They’re three times Recent research found that plastic bag usage has plummeted 16% improvise
smoothies, which allow us not only to use up sell food. Packaging is being designed to more likely to forget since the Government introduced a 5p charge for bags in England
surplus fruit and veg, but also provide a short prevent waste in the home, and single serving a bag every time than Leave the shop without
cut to consuming our five-a-day. sizes are on the rise. Nearly half of us say
Four out of five in October 2015, bringing it in line with the rest of the UK. But our
people say they those living in the buying anything
Meanwhile, a third of us freeze more food more frequent shopping trips for a smaller survey discovered that one in five Britons still forgets to bring their
than we did five years ago. In fact, batch cook- amount of food has helped further to cut
consider how North East 1% just give up
and where their own bags with them most times they shop
ing and freezing what we don’t eat is no down on waste. What’s more, small stores are
food is sourced
longer seen as simply prudent – for many it’s not simply for ‘convenience’ foods any more: men are more likely
a daily ritual, a time- and money-saving choice. for the most part, the best-selling products than women to carry
‘Consumers are doing what’s intrinsically are best-sellers in Little Waitrose, as well as over the past year, how
food home loose in
right,’ says Natalie Mitchell, Waitrose’s Head in our larger stores. often have you forgotten
their arms if they
forget a bag – 22% Vs 15%
your shopping bag(s)?
30%
21%
of people
18- to 24-year-olds are rarely
Yes, some Yes, all
46%
care more about the
16%
Do you ever Never
environment and
society than they
consider
of the time the time
five times more likely
to forget a bag every 42% According to Defra
63%
did five years ago how or time or nearly every statistics, British shoppers
Never 21%
where your time than those over 55 are set to take home six
45% of us throw away food is Billion fewer single-use
of less food than we sourced? While carrier bags in 2016.
Nearly every time
85%
people say that did five years ago That’s an
14%
about half the
popping less into the over-55s are the time18% every time drop in
5%
their baskets, but most likely to leave a usage since the carrier
shopping more shop empty-handed due bag charge was
frequently, What they’re saying to forgetting a bag introduced last year.
has helped them to
cut down on waste
34% of us freeze
‘People are “reducing or
re-using” food. They’re not
87%
more food than we prone to over-buying. They’re
In the bag
did five years ago conscious of waste and they
make food last longer through
of people sometimes imaginative use of leftovers
Sales of food
or always use
storage containers and methods of cooking’ We’ve come full circle with our shopping bag habit: from our grandparents bringing their own to the convenience of disposables to reusing bags again
a shopping list MOIRA HOWIE, Waitrose
are up by 37%, as many
Nutrition Manager
microbeads became a keep their leftovers
hot topic on Waitrose for another meal
‘Shoppers in central city areas
social media channels
tend to use convenience stores
this summer when we
almost as they would a fridge
announced we were to
– somewhere to “store” food
stop selling products
until needed. They see it as a
that contain them
way to manage spending and
to reduce waste’
Tor Harris, Waitrose head
of sustainability and
responsible sourcing
‘I go to my parents’ home and
see so much waste – frozen 1937 1962 1972 1997 2007 2016
berries stuck to the back of
the freezer and out-of-date The earliest Waitrose bag held Waitrose starts Customers put Waitrose is the first The revolutionary With 63% of us rarely or
food in their fridge’ by the John Lewis Partnership selling plastic their pennies supermarket to sell a reusable biodegradable jute never forgetting to bring our
Getty Images
tim, stockbroker, lives in london archive displays the company’s bags for 1p. away as the ‘Bag For Life’, costing 10p. bag is launched. own bags when we shop,
with his girlfriend royal warrant, along with charge for The heavy-duty plastic bags our communities will be
a portrait of King George VI. plastic bags last for an average of nine cleaner and marine life safer.
is shelved. shopping trips. Hurrah for the environment!
10 | waitrose.com | The Waitrose Food and Drink Report 2016 The Waitrose Food and Drink Report 2016 | waitrose.com | 11
What we’ll be eating
TRENDS
EVERY HOME
4. IN IS THE NEW OUT Also on
the menu… A MULTIPLEX and drinking in 2017
Food ordering service Multi-screening has become a way of life, according
The lines between eating out and in are blurring. We’re learning to number crunch Polynesian food Lighter eating
Waitrose Entertaining to our survey, with the average Briton using three
Hawaiian poke (pronounced It’s all about eating healthily.
39%
make a night in an occasion, when we’re in charge of the ambiance, sales have increased by electronic devices during a typical evening. Every
POH-keh) – a raw fish salad The lighter, fresher and brighter
14% so far this year
as well as the food, and nobody has to drive home afterwards of people see
home, it seems, is now a multiplex, so why go out
when there’s so much entertainment available on tap?
marinated with lime, soy and the ingredients the better. Swap
sesame, and often served with heavy cream sauces, for example,
eating out as less of a Waitrose cookery For some, technology is changing our behaviour
rice – looks likely to be next for vegetable purées.
Four in 10 of us see going out for a meal as less of a treat than ‘The trend away from noise- treat than they used to schools have launched profoundly, with 10% looking at four screens a night
year’s must-eat snack, like
a ‘dinner friends’ course (phones, TVs, tablets and computers). Three per cent
we used to. The rise in affordable and healthier casual dining reducing furnishings towards sushi was 20 years ago.
options means eating out is not always a special occasion. an industrial aesthetic and hard
in response to demand use five or more devices, with men being more than Vegetable yogurt
At home, we I don’t like for learning to cook twice as likely as women to fall into this category across In the US, they’re infusing the
Today, trendy restaurants are about small-plate informal surfaces has made for noisier
grazing or large sharing platters, both of which are easily restaurant experiences all round. can set the having to drive an impressive meal to the UK. People in Scotland and the North East are most Foodie meal kits flavours of carrot, beetroot, sweet
replicable at home. This is in stark contrast to the fine dining, The Good Food Guide flags up atmosphere If you to a restaurant entertain guests at home likely to look at the highest number of screens. Feeling time-strapped, but potato and tomato into yogurt
16%
The resisters are in the minority, with only 1% love to cook? Gourmet meal for a savoury (with a hint of sweet)
formal waiters and starched tablecloths of old, and has led to
a blurring of the lines between ‘out’ and ‘in’. Eating at home is
restaurants that play background
music, as we know this information
and be
ourselves prefer to claiming to look at no screens at all during the kits with premeasured, prepped accompaniment to all sorts of
also invariably cheaper.
So, what is so attractive about staying in? It’s about control
is important to many diners’
61% stay in, why evening. Somewhat surprisingly, people aged 18-24
are 10 times more likely not to look at a screen at all,
ingredients and a recipe, and
even simpler self-assembly
food. It won’t be long before we’re
adding it to our weekly shop…
is this?
ROCHELLE VENABLES, editor of Restaurant
the Good Food Guide than those over 55. ‘ready-meals’, are having a
and indulgence. At home, we can set the atmosphere, be food is hit moment right now. Cooking
ourselves and curate the perfect meal, whereas if we go out, and miss from scratch like a pro has
Perfume-inspired cocktails
Home is
22%
we may encounter indifferent food, poor service or noisy ‘You can experiment a bit more The folks at the Café Royal paired
cheaper never been easier. It’s a trend
restaurants. Our survey backs this up with a quarter of Britons when you’re cooking at home. It up with Givenchy this summer to
54%
we think will run and run.
saying they’d rather stay in than go out when spending quality doesn’t matter if it goes wrong’ create 10 fragrance-led cocktails.
time with a partner. Our kitchens are creative spaces, where MOIRA HOWIE, Waitrose Nutrition You pick your favourite scent from
Manager A rise in informal dining
we enjoy spending time cooking, whether we’re entertaining those kept behind the bar and then
We don’t have to The food outside of the home
friends, bringing the family together or indulging a loved one. get to sip on the corresponding
The trend for creating special meals at home is growing.
Eleni Tzirki, head chef at the Waitrose King’s Cross Cookery
‘The food is better at home, the
wine is our choice and you don’t
dress up
42% is better
34%
results in ‘grazing’
options in Waitrose shops
cocktail. Botanical bliss. Hopefully
coming to a bar near you next year.
and cafes rising by 7% ‘My children are on their ‘They bring
School, says that demand for the Couples Kitchen and Dinner have to worry about driving’
devices all the time. They their iPads down
!
For Friends courses is increasing. Our research suggests that CAROL, mother of two grown-up sons
h
one in 10 people have even have the watches. for breakfast’
when people entertain at home, they see it as an event. In the
s
been to a ‘Come Dine Technology has completely claudine, mother
past year, four in 10 of us have either been to or hosted a Come ‘In our courses, we try to make
s
taken over’ of two sons aged
With Me’-style revolving
Dine With Me-style revolving dinner party – a dinner party dishes that are a bit more 10 and 12
sssssss
dinner party. These are Anne, mother of two grown-
where everyone brings a dish – or a themed evening based advanced and create more of a up sons who live nearby Watermelon wat
around a holiday destination or cooking style. wow factor when people are trying
most popular in Northern
Beyoncé (pictu
er
Ireland, and among red left) boug
9pm
Also, as many of us lead busy lives, we sometimes just want to impress friends and family’ stake in WTR ht a
18- TO 24-year-olds MLN WTR in
to chill at home. We can decompress with partners or family ELENI TZIRKI, head chef at Waitrose ‘I had friends over With such star May.
without having to worry about what we’re wearing or who has King’s Cross cookery school and they were asking backing, coul
cold-pressed d
watermelon ju
to drive. Indulgent ‘chill nights’, when we stay in and spend a
‘I remember, as a kid, that eating
what the Wi-Fi code is the most be ‘the future
of clean, natu
ice
bit more on food than we normally would, seem to be rising in is. It’s so rude’ ral
popularity, challenging the traditional ‘date night’ out.
out was a big deal. But, nowadays,
claudine, mother
popular time for hydration’? W
atch this spac
e.
I eat out two to three times a week. of two sons aged people to do
It’s not a special occasion any more’ 10 and 12
Tim, stockbroker, lives in london
their Waitrose
What they’re saying with his girlfirend online shop
‘When you eat in, you’re not being limited ‘As eating out has become more
sales of the premium food ‘You can’t commit because
by the choices of the restaurant; you can commonplace, the expectation of
choose what you’re shopping for and high-quality food at home has risen.
range, Waitrose 1, are up you’re half watching TV, half Occasional extreme
splash out on a really nice bottle of wine’ It’s about everyday treats’
by 20% since launching in cooking and half texting. You indulgence
May, as customers prepare aren’t committing to anything’
NATALIE MITCHELL, Waitrose Head of ROCHELLE VENABLES, editor of The fact that we’re more
Brand Development the Good Food Guide special meals at home Tim, stockbroker, lives in London
with his girlfirend likely to eat healthy food
gives us the excuse to
indulge now and then…
This year, the photogenic
‘freakshake’ took centre
stage. This Australian
Technology through the decades
invention of milkshake
piled high with brownies,
cream, cookie dough and
marshmallows, is currently
Technology has revolutionised the way we shop. Here are just some of the changes that have taken place over the past 40 years How has shopping changed in the past 20 years? all over Instagram. Will we
be tucking in again in 2017
1976 Waitrose introduces 1986 Small computers are 2002 Quick Check, the 2016 All THAT WAS THEn THIS IS NOW
or moving onto the next
extreme indulgence?
electronic cash registers for the introduced in stores to help with scan-as-you-shop service Waitrose stores offer
first time in its new Brent Cross stock management. And while is introduced into stores. contactless and In June 1996, The Times reported: Today, our research shows that:
Getty Images, Laura Gallant/BuzzFeed
store in London. the majority of Partners are still mobile payments, Most people shop once a week (51%), Most people shop two or three times per
paid by cheque, some are paid 2006 Shops across including a new with only 14% of people shopping two or week (51%), with 35% of us shopping
electronically for the first time. the country complete the scan-as-you-shop three times, and 3% of people every day. once a week and 7% every day. For more
roll-out of ‘chip and pin’ app on your mobile, information
payment systems. and the first cashless The most popular day for shopping A third of us don’t have a favourite day to
1996 ‘Call and collect’ store opens is Friday (21% of people), followed shop, but Friday and Saturday are still the
on key trends,
contact the
and ‘delivery to work’ did it come from, and how in Sky TV’s by Saturday (16%) and most popular with those who do. 14% of Waitrose Press
home-shopping services are does it work? Aspiring headquarters Thursday (15%). shoppers favour each of these days. Office on
trialled. In-house magazine, “surfers” should read on.’ in west 01344 825 080.
The Gazette, publishes an London. According to Defra, in 1996, about According to Defra, today 12% of our
article with the headline: 2001 Launch of online 17% of household income was spent household income is spent on food
‘What is the internet, where shopping at Waitrose. on food and drink. and drink.
12 | waitrose.com | The Waitrose Food and Drink Report 2016
Our favourite drinks Going Up
What was in
Customers are branching out, mixing and blending their drinks, favour in 2016
and taking self-expression to new levels as they do so, says
Pierpaolo Petrassi MW, Head of Buying, Beers, Wines and Spirits Drink
T
WHISPERING ANGEL ROSÉ
his year in drinks, anything goes. adding bitterness, hops are now being used As seen in the rest of this report, health
Sales of pale, dry rosés are
Blending, experimenting and to add sweet fragrances. Again, people can plays a growing role in our drinking choices. up by 14% this year, led by
ex plor ing a re on the r ise a s choose the beer – or cider – that best reflects People want to consume worthy calories, and this crisp, clean favourite with
customers rip up the rulebook in their personality. The growth of craft beer they want to tell friends about who they are a hint of peach
their quest for self-expression. often comes with a community benefit: many by their choice of drink.
The choice of flavours and serving options small brewers are located close to stores in In short, people today want an experience
available to people has never been greater. which their products are sold and are that is about more than just buying a JAPANESE WHISKY
This trend is most visible in spirits. Drinks therefore engaged with their local com- product from a supermarket. That’s why Imported whisky hits the spot as
are no longer necessarily served in a tumbler munities. More than ever, people enjoy in September we held our inaugural people discover and embrace
over ice; people are creating their own signa- visiting and having a direct experience Waitrose Drinks Festival, where thou- new flavours. Malts from Japan
ture cocktails with fresh fruit, garnish and of the brewery, cider-maker, vineyard sands of our most loyal and engaged are among the best
herbs. It’s all pretty funky and it’s all abso- or distillery. This sense of place is central customers met our winemakers,
lutely acceptable. Whether people like Japa- to their story-telling, and is an important distillers and brewers. The festival
PIGNOLETTO
nese whiskey, premium tequilas or niche part of their self-expression. featured food, too. The aim was
Frothy and sherbetty, this
bourbons, they are enjoying expressing While people still enjoy classic wines, they to reduce the distance between Italian sparkling wine
themselves. There has been a real blending are exploring new and different regions. consumers and suppliers, to is becoming a popular
of flavours and categories. This year, we Gavi, Grüner Veltliner and Albariño are share incredible tastes with our alternative to Prosecco
started selling Seedlip, a zero-alcohol spirit growing in popularity. At the same customers and to allow Wait-
with a mellow botanical flavour. time, old classics such as Côtes du rose shoppers to learn
Brewers of craft beer are discovering in- Rhône remain strong, and dry rosés more about where our CRAFT BEER IN CANS
teresting new directions. Rather than simply continue to increase in popularity. products come from. Craft beer continues to grow.
Cans – more carbon efficient and
easier to store than bottles – prove
particularly popular
people c an
choose th GAVI
e
re
dry rosés a beer — or c
ider The new sauvignon blanc.
pe ri en c in g — that best This dry, fruity Italian wine, which
ex
n d
a boom a reflec ts th
eir goes well with fish, is fast
s all
have got u personality becoming a staple
tickl ed pi nk
SNOWBALL
The 70s favourite of brandy-based
Advocaat, lemonade and lime is
back. Don’t forget the glacé
Raise a glass to G&T This summer, the
Waitrose cherry on top!
now sells top three selling
spirits at Waitrose
When it comes to putting their by an Australian. Sold in beautiful
43 were all gin, which
accounted for
BEAUJOLAIS NOUVEAU
Released for sale on the third
different
1/3
own twist on a drink, more and bottles, each has a different flavour Thursday of November, this fruity
types of of all spirit
more people are embracing gin. profile and each is infused with a red has had a few good vintages
gin sales
The spirit has become this year’s variety of botanical flavours and on the trot. Deliciously gluggable
tipple of choice, with sales up by citrus notes.
34% compared to 2015. Premium But it isn’t just about the gin:
In December 2015,
varieties are particularly popular a vast array of mixers and PREMIUM BOURBON
Mintel revealed that Versatile and flavoursome
and, often handcrafted by small aromatic tonic waters means that
more than half of bourbons from niche
producers in niche distilleries, they personalisation can be taken to
gin drinkers are distilleries are enjoying
35
each come with their own unique higher levels. ‘Increasingly, people
under strong sales
story to tell. Popular brands include want to find flavours of their own
Opihr Oriental Spiced Gin, which volition, rather than be told what to
contains Indonesian cubeb berries drink,’ says Anne Jones, Category
SEEDLIP
and Moroccan coriander, Copper Manager, Wines, Beers and Spirits
Botanical mixers, This distilled alcohol-free spirit is
House Dry Gin, from coastal brewer at Waitrose. The humble G&T is made with botanicals, such as
such as Fevertree, are
17%
Adnams, and Audemus’s Pink fast becoming the ultimate vehicle lemon, cardamom and all spice.
up this year
Pepper Gin, distilled in France for self-expression. Niche, but growing
often The humble G&T is fast want to use our
illustrations?
handcraft
and uniqu
ed becoming the ultimate To reproduce some of the
illustrations featured in the
Premium Gin
e,
s
vehicle for self-expression Food and Drink Report for free,
have becom please contact the Waitrose Press
ea
tipple of c Office on 01344 825 080.
hoice
To download the report as a pdf,
visit waitrose.com/foodreport.
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