Data: Waitrose customers craved ‘simpler existence’ and seaweed in 2019

Nori seaweed

Waitrose & Partners’ latest Food and Drink Report highlights that in 2019 customers wanted to move towards a “simpler existence” as the world became more complicated, but also dabbled with exotic food and drinks.

The grocer’s managing director, Rob Collins, said Waitrose’s research found that “as the world beyond their front doors becomes increasingly complicated, people are doubling down on the things that really matter”.

As customers focus on sharing “memorable experiences with loved ones”, how has that affected what they buy and how they shop?

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