As the UK faces unprecedented heatwaves, consumer spending reveals an unexpected shift in dining habits. Shoppers are showing clear signs of ‘feta fatigue,’ bypassing traditional summer salads in favour of cold-weather comfort foods – with sales of hearty pies, cheesy gratins and bold red wines soaring despite the rising temperatures.
Stephen Parkins-Knight, Senior Innovation Chef, says: “Forget the thermostat, when a heatwave goes on, raw salads and chilled plates can often lose their cool fast. 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.”
In the last month, sales for:
- South African fine red wine +68%
- Waitrose No.1 Chicken, Bacon & Leek Pie +41%
- Cottage Pie +110%
- Chicken Korma & Rice +67%
- Chicken & Ham Gratin +68%
In the last month, recipe searches on Waitrose.com for:
- Toad in the hole +67%
- Spaghetti bolognese +91%
- Chilli con carne +41%
- Tomato soup recipes +46%
- Rarebit mac ‘n’ cheese +57%
- Vegetable casserole with dumplings +15%
