Waitrose has seen sales of spam and fish heads on the rise as its customers move to cheaper options to save money amid the cost-of-living crisis.
According to its Food and Drink report, fish head sales have jumped by 34% since last year, while spam sales are up 36%.
Slow cooking ingredients such as beef shin, ox cheek and lamb neck have also become more popular as the supermarket giants research found that 72% of consumers are now “more mindful” of their budgets, with a third “very concerned” about the effect of rising costs.
As a result of this, 32% of shoppers are increasingly looking for special offers and 27% are planning meals in advance in a bid to keep spending to a minimum.
“The events of the last year have created a difficult backdrop for many people and like all supermarkets we’ve had to judge the mood and react. We’re seeing some big changes,” Waitrose executive director, James Bailey said.
However despite this, it found that 46% of survey participants are purchasing more sweet foods including custard tarts, eclairs and cappuccino mousse.
This comes as Waitrose has launched a £12 meal deal for two as it looks to make dining in more cost-friendly while inflation continues to push up the price of food.
Earlier this week, the Office for National Statistics revealed that inflation levels had hit 10.1%, with this figure remaining well above the government’s target of just 2%.
