Waitrose reports surge in demand for unhomogenised milk
Waitrose has reported a surge in demand for unhomogenised organic whole milk as customers look to increase their intake of whole foods.
The supermarket said sales in the last year of its Waitrose No.1 Organic Unhomogenised Ayrshire Whole Milk have increased by 34% while sales of Waitrose Duchy Organic British Free Range Unhomogenised Whole Milk have grown by 29%.
Subscribe to TRBOver the same period, searches on Waitrose.com for ‘unhomogenised milk’ and ‘unhomogenised’ have climbed by 200% and 367% respectively.
The surge in popularity means that Waitrose has had to install new milk processing units at its Waitrose Farm at the Leckford Estate. Following the installation of new milk tanks, total production capacity has now increased by 95% compared to 2023 levels to meet the uplift in demand.
Dan Robinson, food processing manager at the Leckford Estate, said: “We have seen customer demand for unhomogenised organic whole milk grow significantly in recent years; and in response we’ve invested in new processing equipment at our Leckford Estate to increase capacity by approximately 20%.
“We believe this surge in popularity is being driven by a desire for whole foods and a growing awareness of ultra-processed foods (UPFs).”
Alice Grigoleit, milk buyer at Waitrose, said: “Unhomogenised milk is dairy much closer to its natural state. While safely pasteurised, it bypasses the high-pressure valves used to break down fat molecules, allowing the cream to rise naturally to the top.
“By not homogenising, it preserves the milk’s structural integrity, preserving its unique texture and a richer, more complex flavour profile.”
