This week, Waitrose launched its annual Food & Drink Report, offering a snapshot of how the nation is shopping, cooking and snacking as we wrap up 2025. Based on thousands of customer responses and real in-store sales data, the report highlights a consumer mindset shaped by cost-of-living pressures, changing lifestyles and a renewed appreciation for both quality and convenience.
Beyond revealing what people are putting into their baskets, the report also gives us clues about what’s shaping the cultural mood around food — and what brands should be preparing for as we look ahead to 2026.
At Escapade, we’ve taken a closer look at the findings and explored how they connect to broader shifts happening across consumer mindset as we head into 2026.
The Year Snacking Went Mainstream
One of the biggest takeaways from Waitrose’s report is the rise of snackification. Over half of shoppers now say they regularly replace a traditional sit-down meal with a “snacky” plate — not necessarily crisps and biscuits, but high-protein bites, dips, mini-items and small plates that can be mixed and matched.
This shift is being driven by:
- Busier, more flexible workdays
- Growing demand for convenience
- A cultural move toward eating “little and often”
- Appetite-reducing medications subtly reshaping eating habits
- A desire for more informal dining occasions (e.g. sofa dinners are now a norm)
For brands, this opens up opportunities around format, texture, portability and portion size. Products that feel premium but low effort are well placed to succeed.
Frozen Food Becomes a Smart Staple
Frozen aisles have undergone a major image overhaul. According to Waitrose, shoppers are increasingly treating the freezer as an extension of the pantry — a place for premium shortcuts, gourmet sides and bakery-quality treats. Sales of frozen pastries, for example, have skyrocketed.
Convenience no longer signals compromise. Instead, consumers are gravitating towards “smart staples” that:
- Reduce food waste
- Save time in the kitchen
- Still deliver on quality
- Offer elevated meal occasions at home
Frozen is becoming an area where quality and convenience align.
Comfort and Indulgence Make a Quiet Comeback
While health remains a priority, 2025 has also seen the return of richer, more flavour-forward ingredients. Brown butter, molasses and premium dairy items are enjoying a renaissance.
Consumers are leaning into sensory experiences —smooth textures, deep caramelised flavours and nostalgic treats — especially when cooking or hosting at home. With dining out still relatively expensive, many are investing instead in little luxuries for their own kitchens.
Carbs are enjoying a full revival in 2025. After years of half-hearted avoidance, consumers are rediscovering the comfort and versatility of bread, beans and potatoes as a new interest in fibre intake dominates the wellness world.
What’s next for Protein?
Alongside fibre, protein continues to dominate conversations around health, satiety and functional foods — but the sources are changing. The report highlights growing interest in pork as a cost-effective premium choice; we can expect more premium pork cuts to be marketed as value alternatives to beef.
“Forgotten” fish cuts (ray wings, monkfish) are posting double-digit sales growth and premium items (oysters, red shrimp) are also up. Waitrose is leaning into counters and shareable seafood platters — aligning with the increase in a sharing and snackification mindset.
The Effects of Condiment Bragging
Well-presented luxury kitchen staples are now part of the “look-at-my-kitchen” culture — beautiful jars, premium condiments and toppers are increasingly being showcased on socials.
When times are tough, it’s the small luxuries we turn to, which is why products like fancy crisps, egg toppings and marinades have seen increased popularity, they provide consumers with multiple ways to quickly elevate simple dishes.
TikTok to Table
Social media continues to shape what – and how – we eat, and Waitrose’s findings reinforce just how powerful TikTok remains in influencing food trends. Viral recipes, clever hacks, high-flavour condiments and visually driven dishes are translating into basket behaviour in real time.
Consumers are experimenting more, driven by the immediacy and creativity they see online. That includes:
- Quick-fire dinner ideas
- Global flavours
- “Assemble, don’t cook” meals
- Aesthetic plating
- Niche ingredients going mainstream overnight
For brands, relevance increasingly depends on agility — being able to respond quickly to the flavours, formats or dishes trending on social platforms.
Flavours that Pack a Punch
Subtlety is out; boldness is in. The report highlights a surge in flavour intensity across categories, from punchy sauces to high-impact snacks. Consumers want big, distinctive, layered flavours — the kind that transform a simple base into something exciting.
Chilli, umami, caramelisation, smoky notes and deeper savoury profiles are all trending upward. Even classic condiments are being dialled up with hotter, richer or more complex variants. This flavour-forward mindset fits neatly with the rise of snack-style meals, where a standout taste can elevate an otherwise simple plate.
For brands, this is permission to be braver. Flavour innovation is becoming a key purchase driver.
Embracing the Bitter Edge
One of the most interesting shifts highlighted in the Waitrose report is the rising appeal of bitter flavours. While sweet profiles remain popular, shoppers are increasingly open to the sharper, darker and more grown-up notes found in ingredients like:
- Negroni-inspired citrus
- Coffee, cacao and dark chocolate
- Bitter greens
- Burnt sugars and caramelised edges
This connects to the broader flavour evolution we’re seeing — more depth, more complexity, more sophistication. Bitter tones are particularly thriving in drinks (both alcoholic and non-alcoholic), desserts, condiments and premium snacking.
It’s a space ripe for innovation, especially for brands looking to target older or more adventurous consumers.
Quality Still Matters — Especially When Budgets Are Tight
Across categories, people are becoming more selective. Rather than trading down, many are simply buying less but better.
This means:
- Ethical sourcing matters
- Sustainability claims need to be meaningful
- Packaging, provenance and welfare credentials play a big role at shelf
- Products that stretch across multiple eating occasions are more appealing
Trust in brands remains a powerful purchase driver — especially when budgets are being carefully managed.
So What’s Coming in 2026? Our Predictions
Using the Waitrose report as a jumping-off point, here are the trends we expect to grow into 2026:
1. Mini Mealtimes Will Reshape New Product Development
With grazing here to stay, more brands will innovate around smaller formats: mini desserts, savoury snack pots, dips, finger-friendly sharing packs and modular meals. Anything that feels customisable will resonate.
2. “Home-Elevated” Dining Will Boom
Think restaurant-style sauces, elevated ready meals, premium frozen doughs, speciality butters and artisanal shortcuts. Consumers want to recreate restaurant-quality moments without spending restaurant money.
3. Functional Snacking Goes Mass Market
Protein, gut health, slow energy release and cognitive support will increasingly become baseline expectations — particularly in snack formats. Consumers want convenience that does something.
4. Responsible Sourcing Will Become a Hygiene Factor
Expect to see growing pressure on brands to demonstrate regenerative farming commitments, high-welfare sourcing, responsible packaging and clearer carbon labelling. Trust and transparency will define loyalty.
5. Bold, Comforting Flavours Will Continue to Rule
Brown butter, caramelised sugar notes, toasted spices, savoury-smoky hybrids and richer textures will stay in demand — especially in desserts and bakery categories. Comfort is becoming an everyday luxury.
6. Freezer Innovation Will Accelerate
Frozen plant-based, bakery, heat-at-home brunch and globally-inspired frozen dishes are all set for growth. With more consumers planning ahead, freezer-friendly formats will keep expanding.
Bringing It All Together
Waitrose’s 2025 report reflects a consumer base that’s simplifying where it can, indulging where it matters and spending more consciously. Convenience no longer clashes with quality, health doesn’t have to mean compromise, and home dining is becoming the new night out.
For brands — and for the PR strategies that support them — the opportunity lies in meeting people where they are: seeking ease, seeking taste and seeking value with purpose.
Want to read more consumer spending insights? Read our blog on The Rise of Small Luxuries.
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Sources
https://waitrose-foodanddrinkreport.com/report2025/
https://www.johnlewispartnership.co.uk/media-centre/latest-news/2025/23843
