- Searches for brunch recipes on Waitrose.com have skyrocketed in the run up to the Easter bank holiday, with eggs benedict and smoked salmon on toast up 104% and 50%
- Compared to the Easter period last year, there’s been a significant surge in recipe searches - with overnight crumpets increasing by 580% - and sales of popular brunch items such as sourdough loaves are up to (22%)
- Tapping into this brunch trend, Waitrose latest product innovation includes Easter Bunny Crumpets and Caramel Sam Chocolate Easter Egg Cups
Waitrose reports a growing appetite for Easter brunch among its customers, with people opting for the late morning meal as a relaxed way to gather friends and family for an Easter feast.
As one of the nation’s most popular meal types,1 it was about time we put a seasonal spin on it. And with breakfast favourites such as hot cross buns and eggs already synonymous with Easter - it's the perfect moment to combine the two.
Emilie Wolfman, Waitrose Trend Innovation Manager comments, “The nation’s love of brunch is driven by its versatility and the opportunity it provides to get creative. A good spread encompasses an array of sweet and savoury flavours, from a classic crumpet to more adventurous dishes such as our ‘Honey & Tahini Cinnamon’ buns - there’s something for everyone. This makes it ideal for seasonal occasions like Easter, when people come together to enjoy each other's company alongside great food.”
Compared to this time last year, searches for brunch recipes:
In the last week, searches for brunch recipes have soared:
Comparing the run up to Easter this year, to last, sales of brunch items are up:
The nation’s brunch addiction has even impacted the products on Waitrose shelves this Easter.
Sarah Breadmore, Waitrose Confectionery Product Developer comments, “The popularity of brunch has even fed into our confectionery range this Easter. Our popular Sunny Side Sam products embrace the breakfast theme and our new, viral No.1 Chocolate Croissant links it with the croissant craze that is also going nowhere.”
Wider brunch-inspired products include:
And as more people choose to host at home this Easter, many are looking to social media for inspiration on how to elevate the occasion. The tablescaping trend, driven by content creators such as Matilda Bea and Laura Jackson, does just that - providing tips on how to transform your table from everyday to extra special.
In fact, searches for ‘dining decor ideas’ on TikTok were up 1000% in the last week and John Lewis has seen sales of its Easter tableware collection increase by +34% compared to last year. Lucy Steer, Head of Dining and Seasonal at John Lewis, recommended new additions like the hand-painted yellow flower dish (£6) and daffodil napkin rings (£8 for a set of 4), alongside felt Easter decorations to give fun nods to the season at your brunch table.
For those being hosted, rather than hosting, creator Hope Batchelor went viral this week as she created the ultimate gift to take to any social occasions this spring: a Waitrose vegetable bouquet. Packed full of seasonal veg, her creation inspired people to switch up the flowers in favour of this unique alternative.
1 One Poll survey, 2023
