Waitrose report shows what we're eating and drinking this year
Based on millions of purchases in shops and online, The Waitrose Food & Drink Report 2014 draws on a year of Waitrose sales and new consumer research, providing a comprehensive view of British behaviour – supported with insight from the retailer's experts.
The report reveals that people’s food choices are increasingly influenced by technology and social media – from how we shop and what we cook, to how we communicate about food. In addition, the retailer said this is the first year that Waitrose customer enquiries via social media have overtaken emailed enquiries.
The report also shows that breakfast tastes are changing, with honey sales overtaking jam for the first time. People are also expanding their taste for global cuisine and are now four times as likely to buy a katsu curry kit as a tikka masala.
Other findings include the fact that more people are grabbing their first meal of the day on the move with sales of breakfast items up 10% and that more people are being inspired to cook items from TV cookery programmes such as the Great British Bake Off.
In addition, the report reveals that white wine drinkers are starting to move on from the safe ground of Sauvignon Blanc to new grapes and countries, with varieties such as Austrian Grüner Veltliner gaining popularity.
Furthermore, sales of Aperol have soared by 800% over the year at Waitrose while sales of coffee liqueur have risen by 15% as espresso martinis make their way out of bars and into home dinner parties.
The report also takes a look back at the year's key events and how they shaped our choices. For example, sales of Tunnock Tea Cakes surged by 62% at Waitrose after they featured in the Commonwealth Games opening ceremony, while South American wine sales rose by 50% during the World Cup in Brazil.
Released today, the report uncovers seven key 2014 food trends which Waitrose has labelled as Time-poor Shoppers, Global Explorers, Weekend foodies, Flexitarianism, Permanently Healthy, Eat It, Tweet it!, and Rustic Luxe.
Waitrose managing director Mark Price said: “As an innovative food retailer we're constantly focused on food and drink trends, so we can create products that continue to be at the cutting edge. We have seen that Britain has become a lot thriftier, probably for the better – shoppers have refused to let go of the shopping habits they adopted during the recession. But, despite this, three things remain constant: Britons' culinary curiosity, their love of good food and their desire to eat healthily.
“We are fast becoming a nation of foodies. Increasing numbers of people have moved from seeing eating as functional to seeing it as an experience to be relished and enjoyed. Today, more than ever before, people see food and cooking as a hobby. All these factors feed into how we eat in 2014.”
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