Waitrose has said it is seeing a shock rise in demand for winter comfort food despite the ongoing heatwave in the UK.
The supermarket suggested customers were experiencing “feta fatigue” as summer salads lost their appeal while the heatwaves continue.
Waitrose said sales of cottage pie were up 110% in the past month, while its chicken & ham gratin was up 68% and sales of robust South African red wine were also up by the same amount.
“Forget the thermostat. When a heatwave goes on, raw salads and chilled plates can often lose their cool fast,” said Waitrose senior innovation chef Stephen Parkins-Knight.
“What we’re seeing is a trend in ‘reverse comfort eating’ – after spending all day drained by the heat, people crave rich, grounding staples to recharge, pivoting back toward comfort and familiarity. Think flaky pies, slow-simmered chilli, soul-warming soups, and a bold glass of red.
“Because when the weather goes extreme, appetite doesn’t follow the mercury, it follows what feels real, familiar, and deeply good. And honestly? That’s not just a trend, that’s instinct, with a side of gravy.”
Other comfort foods selling fast include Chicken Korma & rice, up 67% and Waitrose No.1 Chicken, Bacon & Leek Pie, up 41%.
The retailer has also recorded a major surge in searches for comfort food on its website in the past month. Searches for spaghetti bolognese jumped 91%, with toad in the hole up 67% and chilli con carne up 41%. Searches for tomato soup recipes were also up 46%.
No comments yet