- Pie sales soar with cottage pie +110% and Chicken & Ham Gratin and South African red wine +68% in the last month
- Recipe searches on Waitrose.com for spaghetti bolognese, toad in the hole and mac ‘n’ cheese +91%, +67% and +57% in the last month
- Driven by the ‘reverse comfort eating’ trend, with customers pivoting back to rich, grounding classics
As the UK faces unprecedented heatwaves, consumer spending reveals an unexpected shift in dining habits. Shoppers are showing clear signs of 'feta fatigue,' bypassing traditional summer salads in favour of cold-weather comfort foods - with sales of hearty pies, cheesy gratins and bold red wines soaring despite the rising temperatures.
Stephen Parkins-Knight, Senior Innovation Chef, says: “Forget the thermostat, when a heatwave goes on, raw salads and chilled plates can often lose their cool fast. What we’re seeing is a trend in ‘reverse comfort eating’ - after spending all day drained by the heat, people crave rich, grounding staples to recharge, pivoting back toward comfort and familiarity. Think flaky pies, slow-simmered chilli, soul-warming soups, and a bold glass of red. Because when the weather goes extreme, appetite doesn't follow the mercury, it follows what feels real, familiar, and deeply good. And honestly? That's not just a trend that's instinct, with a side of gravy."
In the last month, sales for:
- South African fine red wine +68%
- Waitrose No.1 Chicken, Bacon & Leek Pie +41%
- Cottage Pie +110%
- Chicken Korma & Rice +67%
- Chicken & Ham Gratin +68%
In the last month, recipe searches on Waitrose.com for:
- Toad in the hole +67%
- Spaghetti bolognese +91%
- Chilli con carne +41%
- Tomato soup recipes +46%
- Rarebit mac ‘n’ cheese +57%
- Vegetable casserole with dumplings +15%
Notes to Editors
About Waitrose
Waitrose is the Home of Food Lovers, serving customers with exceptional quality products and expert service.
Part of the John Lewis Partnership - the UK’s largest employee-owned business - Waitrose has over 320 shops and a strong online business. It also has agreements with brands like Welcome Break and Shell, further bolstering its local footprint.
It works closely with British farmers and suppliers, and is a market-leader for animal welfare and responsible sourcing - using sustainable farming methods, including on its very own farm, the Leckford Estate.
Waitrose holds a Royal Warrant as Grocer and Wine & Spirits Merchant to His Majesty King Charles III.
