December 4th 2024.
It's no secret that Waitrose is known for its high prices, consistently topping the list as the UK's most expensive supermarket according to consumer champions at Which. With over 329 stores across the country, it's often seen as the go-to for middle class shoppers. But have you ever wondered what exactly these affluent shoppers are filling their trolleys with? Well, you're in luck because Waitrose has just released its highly anticipated food and drink report for 2024/25.
The report reveals the top-selling "hero items" that have been flying off the shelves this year, and some of them may surprise you. From pickle juice to Tim Tams, the list includes a mix of unexpected and eye-rolling items that have captured the hearts (and wallets) of Waitrose shoppers. Let's take a closer look at some of the most popular products from the past 11 months.
January kicked off with a craze for bone broth, thanks to endorsements from celebrities like Gwyneth Paltrow and Kylie Jenner. This traditional broth saw a 163% increase in searches on waitrose.com at the start of the year. In February, hash browns became the talk of the town, with the trendy #hashwich taking over TikTok. Sales of frozen hash browns increased by 24.8% compared to the previous year.
But it was the month of March that saw true madness at Waitrose, all thanks to Tim Tams. These cult Australian chocolate bars, also known as "Aussie gold", were a huge hit with customers, with searches increasing by 202% on waitrose.com the day after they were launched. And who could resist? With two malted biscuits coated in chocolate and a creamy filling, it's no wonder Tim Tams were a must-have for shoppers.
In April, Waitrose customers couldn't get enough of Ottolenghi's first ever range of own-brand spice blends and sauces. The Pomegranate, Rose & Preserved Lemon Harissa was the top-seller, closely followed by the Shawarma Marinade. And it seems like the love for Japanese cuisine was strong in May, with sake being the most-searched item as Waitrose expanded its range to include sparkling and plum options.
June saw a surge in sales for pickle juice, all thanks to England's Euro squad. The footballers revealed they used this brine to combat cramps, causing a 7% increase in sales compared to the previous year. And it seems like the Olympic hype reached Waitrose in July, with chocolate muffins becoming the food craze of the month. Inspired by Norwegian swimmer Henrik Christiansen's TikTok videos, these indulgent treats saw a 24.8% increase in sales.
But not all trends revolved around indulgent treats. In August, a cucumber salad recipe by Logan Moffitt went viral and saw a 17.5% increase in cucumber sales. And as the weather turned chilly in September, retro and nostalgic treats made a comeback with rice pudding being a top choice for shoppers.
As the year came to a close, some interesting products made their way onto the top-seller list. In October, chocolate butter from All Things Butter was launched and quickly became a favorite for putting on pancakes, toast, and waffles. November saw a surge in celebrity booze brands, with Kylie Minogue's wine and Margot Robbie's Papa Salt gin being popular choices. And December was all about the supersized pastry, as the giant cinnamon knots stole the show after Waitrose's new bakery range launched in October.
But it's not all about the trends and must-haves at Waitrose. The report also sheds light on the changing shopping habits of customers. There is a growing concern about ultra-processed foods, and more people are looking for restaurant-quality dining experiences at home. The traditional recipe is slowly dying out in favor of scratch cooking with shortcuts.
So there you have it, the top-selling products at Waitrose for 2024. Have you tried any of these items? Which one surprised you the most? And if you have a story to share about your Waitrose shopping experience, don't hesitate to get in touch. Who knows, maybe your favorite product will make it onto the hero list next year!
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[Generative AI is experimental.]
