- Sales of premium No.1 ready meals & Dishpatch set menus up 86% and 160% year on year*
- Searches for premium food and drink including ‘Lobster tail’, ‘Steak fillet’ and 135 East Hyopo Japanese Dry Gin up 155%, 842% and 75% compared to this time last year
- Searches for ‘No 1 meal deal’ and ‘No1 ready meal main’ on Waitrose.com up 367% and 1000% in the last 30 days
Amid the rise of set menus, meal deals and ready meals, Waitrose has seen a rising demand for premiumisation as customers seek to recreate and elevate their own at-home restaurant experience tapping into the wider ‘dinner party aesthetic’ trend sweeping socials. .
Maddy Wilson, Director of Waitrose Own Brand, comments: “This year the at-home dining experience has been elevated and we’re seeing customers turn to more premium options to replicate the maximum taste and minimal washing-up experience of a restaurant at home more.” “This shift to premiumisation comes as customers look more towards a sense of escapism without leaving the front door, curating their own set menus through selecting their own meal deal choices. They’re also paying attention to aesthetics, setting the table to craft a more elevated dining experience.” Compared to this year, sales of:
- Dishpatch set menus +160%
- Waitrose premium No.1 ready meals +86%
Over the last 30 days:
- ‘No 1 meal deal’ +367%
- ‘No 1 ready meal main’ +1000%
Zoe Simons, Waitrose Senior Brand Development Chef comments, “As people look to re-create the restaurant experience at home, customers are increasingly seeking to enjoy and indulge in luxury foods typically eaten in restaurants. This includes the likes of fillet steak and lobster tails to really celebrate those special occasions - personalising their meals to suit their individual tastes and embracing experimental dining at home.” Compared to this time last year, searches for:
- ‘Lobster tail’ +155%
- ‘Steak fillet’ +842%
- ‘Caviar’ +87%
- ‘Oysters’ +126%
- ‘Beef wellington’ +46%
Waitrose customers are also choosing premium drinks to accompany their elevated at-home dining experiences. With sales of premium gins such as 135 East Hyopo Japanese Dry Gin and Tanqueray Rangpur Lime Gin up 75% and 48% compared to this time last year, and searches on Waitrose.com for ‘Cocktail recipes’ up 220% compared to this time last year, it's clear shoppers are embracing more premium options and looking to recreate the bar experience at home.
This popularity feeds into the wider ‘dinner party aesthetic’ trend dominating socials, characterised by elaborate and beautiful table settings, room decor and floral arrangements. Content creators such as Matilda Bea and Sisters Sharing Style encapsulate this trend, creating a more special and transformative dining experience.
