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
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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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