British supermarket chain Waitrose has identified a "fundamental change" in the nation's eating patterns, with a majority of its customers now favouring frequent grazing over sitting down for conventional meals.
The Snacking Revolution: Convenience Meets Nutrition
The retailer's annual Food & Drink Report, published at the end of December 2025, uncovered a significant behavioural shift. It found that 57 per cent of Waitrose customers are now actively choosing "snacky foods" instead of preparing or consuming full meals.
Emilie Wolfman, the trend innovation manager at Waitrose, explained the transformation. "The whole snacking scene is transforming," she said. "It’s still driven by the need for convenience to fit our busy modern lives, but now we're seeing huge demand for 'snacks with benefits' and ‘natural indulgence’. People want their snacks to be nutrient-dense, often high in protein, and with fewer additives, but more complex flavours."
What's Driving the Change in Appetite?
The report, which surveyed almost 4,400 Waitrose shoppers, points to several converging factors. A key influence is the growing use of GLP-1 agonist drugs like Wegovy and Mounjaro, used for weight loss and diabetes, which can substantially reduce appetite.
This pharmacological shift aligns with changing attitudes towards cooking and hunger. More than a third of customers admitted they often can't be bothered to cook or simply don't feel hungry enough for a large meal. Consequently, around half of those surveyed said they no longer eat midweek dinners at the table, opting instead to eat on the sofa or standing in the kitchen.
The Return to Natural, Full-Fat Foods
As snacking rises, the quality and type of food people are choosing is also evolving. Dr Joanne Lunn, head of health and nutrition at Waitrose, noted a conscious move towards less processed options.
"The growing awareness of ultra-processed food is meaning customers are turning back to more natural full-fat foods," she stated. "Beyond maximising taste and texture, these full-fat foods naturally avoid the excessive sugars, stabilisers and additives commonly used to replace fat in ‘diet’ or ‘0%’ alternatives."
This trend is reflected in soaring sales data. For instance, sales of Waitrose No.1 Organic Ayrshire Unhomogenised Whole Milk jumped by 56% year-on-year, while its Duchy Organic British Free Range equivalent saw a 25% rise. Premium salted butter is also in high demand, with sales of No.1 French Salted Butter up 13%.
The report concluded that the era of the simple packet of crisps is fading, replaced by a demand for beneficial, high-quality grazing foods. Meanwhile, some previous trends are waning, including interest in "mock meat" products, Dubai chocolate, and sliced bread, as shoppers prioritise high-quality cuts and authentic ingredients.
