Waitrose Food & Drinks Report 2022-23

FOOD & DRINK REPORT 2022-23

In a year of seismic shifts, fish heads are the latest forgotten food trend and puddings offer a little cheap cheer, according to our annual report.

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Trends that DEFINED a year

Trends that DEFINED a year

150

of 18- to 24-year olds have found foodie inspiration on TikTok this year

5:2

of us are regularly treating ourselves to a nice bar or chocolate or decadent pud

3/4

of respondents said they were “very concerned” about the rising cost of living

31%

A year of moderation and buying “less but better meat”

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Welcome to generation RESILIENCE 

Welcome to generation RESILIENCE 

Waitrose Food & Drink Report 2022-23

“The events of the last year have created a difficult backdrop for many people and like all supermarkets we’ve had to judge the mood and react. We’re seeing some big changes. With shoppers being more mindful of their grocery budgets and shopping around for more offers, we have responded by doubling down on our good food promise. We believe budgeting shouldn’t mean compromise. While nearly a quarter of shoppers told us they have ‘switched to supermarket own brands for their basics’, we are proud that our Essentials range, which comes with exceptionally high sourcing and welfare standards, delivers on not just price, but quality and taste.”

James Bailey Portrait

JAMES BAILEY
Partner & Executive Director

JAMES BAILEY
Partner & Executive Director