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Waitrose 23/24 Food Trends Sees Plant-Based & Protein-Rich Diets Lead Consumer Choices


In a comprehensive and fascinating analysis of food trends for 2023/24, UK's Waitrose & Partners have highlighted a significant shift in consumer preferences towards plant-based and protein-enriched diets.

Waitrose 23/24 Food Trends Report

Source: Waitrose 23/24 Food Trends Report


Amidst the cost of living considerations, customers are opting for higher quality, nutritious food options, with 55% of them paying more attention to product labels than in the previous year. This shift is motivated by a collective desire for healthier choices and better animal welfare standards.


Protein is evidently a central element in these evolving eating habits. High-protein drinks, yogurts, and snacks have seen a remarkable increase in demand, particularly among consumers under 35.

Waitrose 23/24 Food Trends Report

Source: Waitrose 23/24 Food Trends Report


The search for protein snacks alone has surged by 45%. This trend is not only limited to animal-based proteins.


Plant-based sources like butterbeans and chickpeas are gaining popularity, with sales up by 64% and 51%, respectively. Brands like Bold Bean Co are at the forefront of this movement, championing these nutritious, versatile beans as store cupboard essentials.


Alongside protein, there's a growing interest in fermented foods and gut health, with products like kimchi and pickles witnessing a 14% increase in sales.


Umami flavors are also trending, indicating a broader palate preference among consumers.

Waitrose 23/24 Food Trends Report

Source: Waitrose 23/24 Food Trends Report


Waitrose's commitment to sustainability is evident in their plan to achieve net-zero by 2035. This involves innovative steps like swapping mini wine bottles for cans and collaborating with regenerative farms.


The report also cites more of the population seeking fully vegan food options.

Source: Waitrose 23/24 Food Trends Report


The report also indicates a shift in beverage preferences, with a notable increase in sales of ready-to-drink cocktails and a growing interest in non-alcoholic options. Functional drinks like kombucha are witnessing exponential growth, reflecting a trend towards beverages that offer health benefits beyond hydration.

Waitrose 23/24 Food Trends Report

Source: Waitrose 23/24 Food Trends Report


The 2024 food trends from Waitrose underscore a clear consumer tilt towards health-conscious, sustainable, and high-quality food choices, with a particular emphasis on plant-based and protein-rich diets. This shift is redefining the grocery landscape, influencing product ranges and customer buying habits.


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