Waitrose has issued an update
Sales of jacket potatoes, butter and full-fat products have skyrocketed this year as shoppers ditch ultra-processed foods in favour of flavour, says Waitrose. The posh supermarket has noticed a “fundamental change” in customer shopping habits, largely driven by concerns over ultra-processed foods and the popularity of weight-loss injections.
This year’s “trends” include what Waitrose calls the “great carb comeback”, with sales of everything from beans to bread soaring due to a renewed focus on gut health and plant-based diets, emphasising the importance of fibre. Sales of large potatoes have increased by a third compared to last year, while searches for “jacket potato” on Waitrose.com have shot up by 178%.
Shoppers have also shown a revived interest in pork – with a fillet costing around £20 per kilo compared to beef fillet now exceeding £80 – and some lesser-known types of fish like ray wings, which have seen a 21% increase in sales compared to last year, as they look for healthier protein sources. Customers are also increasingly snacking, which Waitrose believes is likely due to reduced appetites from using weight-loss injections, with a survey of nearly 4,400 customers indicating that 57% sometimes substitute a meal with “snacky foods”.
However, sales of full-fat milk, flavoured butter – actual blocks rather than easy-to-spread alternatives – and premium olive oil have all skyrocketed as customers prioritise taste and texture in their cooking. Waitrose reported a 56% increase in sales of its No.1 Organic Ayrshire Unhomogenised Whole Milk and a 25% rise in sales of its Duchy Organic British Free Range Unhomogenised Whole Milk compared to last year.
Premium salted butter has “never been more popular”, according to the supermarket, with sales of its No. 1 French Salted Butter up 13% from a year ago. Among the trends falling out of favour are so-called “mock meat” products, replaced by high-quality cuts. Other items seeing a decline in sales include Dubai chocolate and sliced bread.
Dr Joanne Lunn, head of health and nutrition at Waitrose, said: “The growing awareness of ultra-processed food is meaning customers are turning back to more natural full-fat foods. Beyond maximising taste and texture, these full-fat foods naturally avoid the excessive sugars, stabilisers and additives commonly used to replace fat in ‘diet’ or ‘0%’ alternatives.”
