The Waitrose Food and Drink Report 2025–26 provides a clear view of the priorities influencing shopper behaviour. The findings highlight strong demand for flavour, convenience and nutritional value, with several themes set to influence buying decisions and product development in the year ahead.

Below are the five trends with the greatest commercial relevance for suppliers and retailers.

1. Snacking as a Mealtime Format

Snacking has moved into the centre of daily eating patterns. Fifty seven per cent of consumers now replace meals with snack-style products.
This shift is reflected in the performance of high protein snacks, nutrient-dense bites and small premium desserts. The growing interest in grazing formats is also visible in the rise of dip ranges and Scandinavian-style “picky” breakfasts, which combine savoury and sweet elements.

2. Freezers as Premium Storage

Freezers are becoming an extension of the pantry and a space for higher value products. Waitrose reports strong growth in premium frozen items such as No.1 Triple Cooked Chips, Wagyu Roast Potatoes and specialist pastries including All Butter Cinnamon Swirls, which have increased by 322 per cent year on year. There is also rising demand for pre-chopped frozen ingredients that support quick home cooking. Searches for gluten free frozen options continue to grow and frozen chopped garlic has risen by 178 per cent.

3. A Return to Full Flavour

Consumers are moving towards ingredients that offer natural richness and improved texture. Brown butter is cited as a leading flavour trend, supported by social media amplification and increased menu presence. Premium butters and olive oils continue to report strong performance, and sales of unhomogenised whole milk have risen by 56 per cent as more shoppers return to full fat dairy. This behaviour reflects a wider interest in less processed ingredients with clear provenance.

4. Fibre-Focused Eating and the Carb Revival

Gut health awareness is driving a renewed interest in fibre. Only 21 per cent of consumers know they should be eating 30 grams per day, yet sales trends indicate growing engagement with high fibre products. Sales of beans and pulses have increased by 45 per cent and speciality flours such as oat, rye and spelt continue to rise. The jacket potato has also returned to favour, with searches up 178 per cent. New product development is increasingly centred on vegetables, grains and legumes to support fibre claims.

5. Social Media as a Source of Flavour Innovation

TikTok continues to influence both shopper behaviour and innovation pipelines. Korean condiments, Japanese Italian fusion and Latin American ingredients are showing strong momentum in retail performance. Corn is a prominent example as it appears in formats including elotes, esquites, cornbread and purées. Cottage cheese has also benefited from high protein trends and has increased by 38 per cent. Textural preferences such as QQ and the rise of fruity heat in sauces demonstrate ongoing demand for flavour experimentation.

The report shows a market that values convenience, strong flavour profiles and products that support health-related goals. Categories that offer premium frozen solutions, fibre-forward innovation, global flavour influences and natural ingredients are likely to see continued growth. These insights provide a useful steer for manufacturers and buyers preparing for IFE 2026.

Read the full Waitrose Food and Drink Report 2025–26 here.