Sourdough out, white sliced in – Waitrose says shoppers are ‘making little downgrades’ and choosing cheaper cuts
The cost of living crisis has put home cooks on a war footing with a new “thrifty” mindset boosting supermarket sales of nostalgic canned foods, including Spam and pilchards, as well as cheap cuts such as fish heads.
With official figures showing food price inflation running at nearly 15%, Waitrose said its customers are seeking prudent alternatives for mealtimes and making small downgrades such as swapping sourdough for sliced white bread and olive oil for cheaper vegetable oil.
