Data: Waitrose tracks online grocery first-timers and changing tastes

Waitrose online delivery

Waitrose & Partners’ latest Food and Drink Report highlights that, in a year dominated by the pandemic and national lockdowns, customers moved online more than ever before and became oddly fixated on fermentation.

Waitrose customer data shows that the most seismic shift of what has been a year of seemingly endless tremors has been the migration to online food shopping, which it believes is here to stay.

Of the tens of thousands of customers who shopped for food online with Waitrose this year, more than 70% say they will continue to do so post-pandemic. 

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