Findings
Shift to Premium Food: Consumers are upgrading their weekly groceries with premium items like artisan bread, free-range cream, and better cuts of meat.
Concerns Around UPFs: 61% of respondents cook from scratch to avoid ultra-processed foods (UPFs), reflecting growing health consciousness.
Time-Saving Solutions: While cooking from scratch is growing, busy schedules drive demand for pre-prepared foods, spices, and sauces.
Sustainability Matters: 59% of shoppers prefer products with sustainable credentials.
Food Storytelling: 61% of consumers are drawn to foods with compelling narratives about their sourcing or preparation.
Health and Nutrition Trends: The "30 plants a week" craze and increased interest in fermented foods, nuts, seeds, and whole grains continue to grow.
Key Takeaways
Consumers are balancing premium food choices with convenience.
There’s a rising emphasis on health, sustainability, and experiential eating.
Food trends like fermentation, scratch cooking, and bold new flavors will dominate.
Trend
Holistic Indulgence: Combining premium, health-conscious, and sustainable options with experiential and convenient food choices.
Consumer Motivation
Health: Reducing UPFs and adding nutritious elements to their meals.
Social Connection: Hosting gatherings and sharing quality food.
Sustainability: Making ethical and environmentally conscious choices.
What’s Driving the Trend
Concerns about processed foods.
The legacy of the cost-of-living crisis and post-pandemic behaviors.
Interest in premiumization, sustainability, and unique food experiences.
Who Are the Consumers?
Predominantly middle to upper-class shoppers who value premium and sustainable food.
Age: Diverse, with a tilt toward Millennials and Gen X who prioritize health, hosting, and storytelling.
Product Description
Premium Essentials: Artisan bread, free-range cream, and premium meats.
Convenience: Ready-made sauces, flavored butters, and pre-prepared pantry staples.
Trending Foods: Fermented items, crookies, hot honey, and exotic pantry ingredients.
Conclusions
The market is evolving to cater to a health-conscious and quality-focused consumer base.
Convenience and sustainability are equally important as premium indulgence.
Waitrose customers show a strong preference for foods that tell a story or offer nutritional benefits.
Implications
For Brands: Emphasize sustainability, narrative, and premiumization in product offerings. Highlight health-conscious and time-saving elements.
For Society: Continued focus on health and wellness while addressing environmental concerns through sustainable food production.
For Consumers: A broader range of premium, health-conscious, and convenient options that align with busy lifestyles.
For the Future: Expect growth in hybrid premium-convenience products and demand for storytelling in branding.
Consumer Trend
Holistic Indulgence: Combining health, indulgence, sustainability, and convenience.
Consumer Sub-Trend
Scratch-Cooking with Shortcuts: Cooking with pre-prepared yet high-quality ingredients.
Big Social Trend
Sustainability and Health Integration: Focusing on environmental consciousness and personal well-being in food choices.
Local Trend
Increased preference for premium, sustainably sourced products in the UK.
Worldwide Social Trend
Rising health consciousness and demand for storytelling in food products globally.
Name of Big Trend
Holistic Indulgence.
Name of Big Social Trend
Sustainable Wellness Eating.
Social Drive
Health awareness, environmental responsibility, and a desire for shared experiences.
Learnings for Companies in 2025
Invest in sustainable sourcing and transparent storytelling.
Develop hybrid offerings combining premium quality with convenience.
Capitalize on health trends like fermented foods and diverse plant-based options.
Strategy Recommendations
Emphasize Sustainability: Highlight eco-friendly production and packaging.
Promote Narrative: Share the origins and processes behind products to create emotional connections.
Combine Convenience with Quality: Offer pre-prepared items that are nutritious, premium, and time-saving.
Innovate with Trending Flavors: Explore emerging ingredients like tonka beans, pilpelchuma, and crispy chili oil.
Final Sentence
The main trend for 2025 is holistic indulgence, where health, sustainability, and premium quality seamlessly blend with convenience and storytelling, offering consumers both meaningful and delightful food experiences.
What Brands Should Do
How to Benefit: Showcase sustainability, authenticity, and premium elements in marketing.
Execution: Launch convenient, hybrid products that align with health and flavor trends while weaving compelling stories into branding.
*Scratch cooking refers to the process of preparing meals from raw, unprocessed ingredients rather than using pre-made or processed food products. It involves creating dishes "from scratch," which typically requires more effort and time compared to heating pre-packaged meals or using mixes. Scratch cooking emphasizes control over ingredients, enabling cooks to tailor meals to their preferences, dietary needs, or health goals.
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