Waitrose highlights premium pantry items as UK status symbols

Waitrose's 2024 food report shows that premium pantry items, like Perello Olives and Belazu marinades, have become status symbols in UK households. This shift reflects a growing interest in high-quality, sustainable food products among consumers. Supermarkets are responding to this trend by stocking gourmet brands, including Bold Bean Co and Citizens of Soil. These products are marketed as both luxurious and nutritious, appealing to a brand-conscious public influenced by social media. The report highlights a transformation in how everyday staples are perceived, with items like tinned fish and beans being reimagined as gourmet ingredients. This change is driven by a desire for better quality and presentation in home cooking.