SHOPPERS are increasingly looking for food with a story, the Waitrose Food and Drink Report 2024 has revealed.
The retailer surveyed over 3,200 of its shoppers in October, with 61% saying they want to know the narrative behind the food product and the cooking processes involved – be that a 40-day dry-aged beef or a sourdough baguette.
Further to this, 59% said that they would be more likely to buy a product with sustainable credentials.
Other findings revealed that that 61% of respondents said that they cook from scratch to reduce the amount of ultra-processed food they eat – with 55% adding that they’d opt for a home cooked meal over a takeaway.
James Bailey, Waitrose executive director, said, “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. 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 good food.
“Earlier this year, we unveiled plans to support even more of our farmers in the transition to regenerative agriculture. Farming for Nature is an exciting initiative that commits us to sourcing all our UK meat, milk, eggs, fruit and vegetables from farms that use regenerative practices by 2035. This commitment and support for British farmers is one thing that keeps customers coming back to Waitrose, and we’re looking forward to continuing to work with our suppliers to deliver the very best, high welfare meat and sustainably sourced food to our shelves.”
