The annual Waitrose Food & Drink report has identified a shift in consumer behaviour, with high-end, beautifully packaged groceries becoming the must-have gift. Among the standout items is a £450 olive oil that has sold out, now considered a dinner party status symbol.
The report highlights that traditional recipe books are declining in popularity among 18- to 34-year-olds, who instead turn to social media for cooking inspiration. This has led to more 'freestyling' in the kitchen, with 72% of young people feeling confident cooking without a recipe.
Food writer Simone Santerre attributes the appeal of social media food content to its visual and rewarding nature, while chef Matthew Ryle found success with simple ingredient-focused videos, such as his potato series that garnered millions of views.
The trend extends to full-fat dairy, with sales of milk and cream growing, partly credited to chef Thomas Straker's butter-focused content. The report underscores a broader move towards indulgent, premium food items as gifts and status symbols.
