In response to shifting consumer preferences, Waitrose has unveiled its selection of ‘hero’ food products for 2024, featuring a range of flavours that tap into current trends.
According to a recent Waitrose Food & Drink report, a sample of 3,200 of its clientele identified items such as hot honey, pickle juice, and Tim Tams, marking them as central to the supermarket’s new ‘hero’ food lines for the upcoming year. The report also highlights other popular products like peanut butter, pistachio, hash browns, rice pudding, and chocolate muffins.
Meanwhile, artisan pantry staples such as flavoured salt and high-quality olive oil have also been earmarked as important additions. Social media has played a significant role in the growing popularity of various products, with instant noodles, cucumbers, and the ‘crookie’—a unique croissant filled with cookie dough—gaining considerable attention throughout the year.
Looking forward to 2025, Waitrose anticipates the introduction of new and exciting flavours including tonka beans and pilpelchuma, the latter suggested as an alternative to the widely popular harissa by chef Yotam Ottolenghi. Further anticipated flavours include toum, yuzu, juniper, sour cherry, and crispy chilli oil, reflecting a trend towards exotic and diverse tastes.
This shift in consumer preference comes as 61% of Waitrose customers reported cooking from scratch to avoid ultra-processed foods, with 55% opting for home-cooked meals over takeaway options. The emphasis is on adding nutritional value to meals rather than removing ingredients, leading to increased sales of fermented foods like kefir and kimchi, as well as wholegrains, nuts, dried fruit, and seeds.
James Bailey, the executive director at Waitrose, commented on the trend, observing that customers are investing more in their weekly essentials and choosing to entertain at home, thereby treating themselves and their loved ones to high-quality food. Bailey remarked, “It’s no secret that our customers love good food, and through careful sourcing, innovative recipes and inspiring ingredients we’re helping people take an active delight in cooking and eating.”
As the food landscape continues to evolve, Waitrose demonstrates its commitment to meeting consumer demands by offering distinctive products and embracing emerging flavours.
