The Waitrose Food & Drink Report 2017-18 shows today's consumer is firmly in the driving seat. Whether shopping or eating, we do what we want, when we want.
Three quarters of Brits say dining out alone is more socially acceptable than it was five years ago, with a third eating out alone in the last month. When it comes to diet a common-sense approach now rules; strict plans or cutting entire food groups has fallen out of favour and carbs are well and truly back on the menu.
Released today (1st November) the fifth annual report is based on a year's worth of Waitrose sales, with comprehensive new consumer research and insight from its food and retail experts.
Says Managing Director Rob Collins: “Today's shoppers exercise unprecedented control over when they shop, what they buy and how they consume it.
“Our research found people have become more flexible in their shopping patterns, more price-savvy and more single-minded than ever before. For example a staggering 65% of Britons visit a supermarket more than once a day on a regular or occasional basis. Over half of us don't decide what we're having for dinner until lunchtime; one in 10 of us will decide just before we eat. The consumer is in charge of their domain.”