Waitrose has unveiled its list of ‘hero’ products for 2024, showcasing a range of trending items that cater to evolving consumer tastes.
In a recent report, Waitrose outlined its selection of ‘hero’ products for 2024, with popular choices like hot honey, pickle juice, and Tim Tams expected to capture consumer attention. This selection follows a comprehensive analysis involving 3,200 shoppers who visited Waitrose within the past three months. The results highlight a notable shift in consumer preferences towards artisanal and innovative ingredients.
In addition to these spotlighted items, Waitrose has identified other products such as peanut butter, pistachios, hash browns, rice pudding, chocolate muffins, and chocolate butter as key favourites. Artisan pantry staples, ranging from flavoured salts to premium olive oils, have also gained prominence.
The report reveals that social media trends have played a significant role in shaping these choices. Viral sensations like instant noodles, cucumbers, and the ‘crookie’—a croissant filled with cookie dough—have made their way onto Waitrose’s list of essential products.
Looking ahead to 2025, Waitrose predicts emerging flavours like tonka beans, pilpelchuma—a spice blend poised as the next harissa—along with toum, yuzu, juniper, sour cherry, and crispy chilli oil to be at the forefront of culinary trends, as suggested by notable chef Yotam Ottolenghi.
Amid these shifts, there is a discernible movement among Waitrose customers towards healthier eating habits. The report indicates that 61% of respondents are increasingly cooking from scratch to minimise consumption of ultra-processed foods, and 55% prefer home-cooked meals over takeaways. Additionally, there is a growing interest in enhancing meals with nutritional ingredients, evidenced by the rising sales of fermented foods, wholegrains, nuts, dried fruits, and seeds.
Waitrose’s executive director, James Bailey, noted the change in consumer behaviour, stating, “This year has seen an interesting shift in customers splashing out on their weekly essentials—they’re hosting at home more and looking to really treat themselves and their loved ones.” He emphasised the value Waitrose places on sourcing quality ingredients and crafting inspiring recipes to delight customers.
As Waitrose continues to adapt to consumer trends, its emphasis on quality and innovation ensures that its offerings remain at the forefront of the market, meeting the diverse needs of its customers.
