Forget the cliché of avocado toast and hummus. Britain's middle classes are radically redefining their kitchen essentials, according to the newly released Waitrose 2025 Food & Drink Report. The supermarket's annual deep dive into consumer habits reveals a decisive move away from once-trendy staples towards gourmet frozen food, global condiments, and premium ingredients that promise convenience without compromising on flavour.
The New Middle-Class Kitchen: Freezers Full and Condiments Galore
The report paints a picture of a savvy shopper prioritising smart luxury and culinary exploration. Gourmet frozen items are now considered essential, with shoppers treating their freezers as a treasure trove of high-quality, ready-to-prepare foundations for meals.
"We're observing a new trend in how people use their freezers," explained Waitrose frozen food product developer Tim Daly. "They're stocking them with luxury, ready-to-prepare items such as No.1 Triple Cooked Chips, Wagyu Roast Potatoes and Four Cheese Potato Gratins so they have smart staples to hand whenever they need them."
This trend is spectacularly illustrated by the performance of Waitrose's All-butter Cinnamon Swirls, which have seen sales rocket by a staggering 322 per cent. The demand for premium extends to desserts, with a "growing interest in unique, global, and savoury flavours," according to Waitrose ice cream buyer Katie Knight. This includes Ottolenghi's roasted pistachio and sour cherry ripple ice-cream, retailing at £6 for a tub.
Furthermore, the modern middle-class larder is an international affair. The report notes that 60 per cent of Waitrose shoppers keep at least six condiments in their fridge, with many opting for Korean and Sri Lankan options like Bibimbap Sauce. Other cupboard must-haves now include items like Mutti tomatoes (sales up 44%), Ottolenghi Pomegranate, Rose & Preserved Lemon Harissa Paste (sales up 103%), and hot honey.
Flavour Trends: From Burnt Butter to 'Fricy' Foods
The report identifies several key flavour movements shaping shopping baskets. The viral pistachio trend has been supplanted by the rise of burnt butter or brown butter. "Its combination of high-impact flavour with low effort appeals to both home cooks and professional chefs," said Will Torrent, Waitrose senior innovation chef.
Another notable shift is towards bitter flavours over sweet, with sales of Mild French Mustard and red chicory outpacing traditional sweets. Meanwhile, a new category dubbed 'fricy' – a blend of fruity and spicy, like spicy mango – is gaining traction.
In a significant reversal, dairy is making a strong comeback while plant-based milks wane in popularity. Sales of Waitrose's No.1 Organic Ayrshire Unhomogenised Whole Milk have surged by 56 per cent year-on-year. Similarly, cottage cheese sales are up 38%. Conversely, faux meat sales are reported to be down.
The Convenience Revolution and Protein Shifts
Convenience remains king, but with a gourmet twist. The demand for pre-prepped ingredients is soaring, led by a 178 per cent surge in sales of frozen Cooks' Ingredients Chopped Garlic. "This trend is driven by the demand for foods that offer a convenient solution for busy lifestyles without sacrificing delicious, nutritious meals," Tim Daly added.
Protein preferences are also evolving. Pork is staging a major comeback, with mince sales up 16 per cent, while there's a noted shift towards tempeh over tofu. In the snack aisle, the trend for 'grazing' continues, with high-fibre options like beetroot crispbreads in demand, and classic jacket potatoes experiencing a 178% increase in online searches as shoppers seek more fibre and carbs.
The drink cabinet is not immune to change. Tequila sales are up 25 per cent compared to last year, outperforming vodka, while classic cocktails like the Negroni are rising in popularity. Non-alcoholic options, such as Guinness 0.0 and functional electrolyte waters, also feature prominently in the new essentials list.
Finally, the commitment to quality staples endures, with sales of Extra Virgin Olive Oil up 14 per cent. "As customers increasingly appreciate its standalone flavour, they're investing in higher-quality bottles," noted Waitrose oil buyer Charlotte Kissane.
