- Sales of Waitrose No.1 premium pie range are up over 133% in the last month
- Appetite for premium flavour combinations has soared, with sales for Waitrose No.1 Chicken, Mushroom & Champagne Pie and No.1 Chicken Rarebit Pie up 35% and 36% in the last month
- Sales of nostalgic and gourmet condiments booming with English Mustard and Piccalilli up 75% and 10% in the last month
Waitrose has witnessed a surge in demand for premium pies, including Chicken & Champagne and Chicken Rarebit, mirroring the growing trend of premiumisation and the desire for elevated comfort food. This appetite for 'posh pies' is further evidenced by the increased sales of nostalgic and gourmet condiments, as customers seek to create exceptional flavour pairings. Over the last month, sales of Waitrose No.1 premium pies have soared over 133%, with sales of the below:
- Waitrose No.1 Chicken, Mushroom & Champagne Pie +35%
- Waitrose No.1 Chicken Rarebit Pie +36%
- Waitrose No.1 Steak Pie +26%
Beyond the popularity of premium pies, Waitrose has seen a clear consumer preference for comforting, nostalgic flavors. Over the last month, sales of traditional flavoured Waitrose pies:
- Waitrose Steak & Ale Pie +76%
- Waitrose Steak Pie +61%
- Waitrose Chicken & Mushroom +75%
Emilie Wolfman, Trend Innovation Manager at Waitrose comments, “Pies and traditional flavours such as steak and ale act as a culinary time capsule for many. These tastes spark a wave of nostalgia for many and transport us back to cherished memories, creating a sense of comfort, connection and familiarity.” Alongside the popularity in premium pies, sales of nostalgic and gourmet condiments have surged, reflecting a desire for elevated flavour pairings. In the last month, sales of:
- Waitrose Onions Spiced & Pickled +5%
- Waitrose Essential Pickled Sliced Beetroot +7%
- Colman's Original English Mustard +75%
- Dr. Will's Tomato Ketchup +112%
- Stoke’s Real Brown Sauce +38%
- Tracklements British Piccalilli +10%
A wave of gourmet pie innovation is sweeping through restaurants and cafes. London's Pie Room, a pioneer in this movement, currently offers a 'Dauphinoise Potato, Comte, Truffle & Caramelised Onion' pie for customers and in Leeds, Finer Pleasures restaurant echoes this trend with their Onion and Cognac Pork Pie, showcasing the rise of premium pie fusions.
