Waitrose milk sales surge as shoppers seek ‘whole foods’
Waitrose has reported a sharp rise in demand for unhomogenised organic whole milk, as more shoppers reportedly look for products closer to their ‘natural state’.
The supermarket said sales of its Waitrose No.1 Organic Unhomogenised Ayrshire Whole Milk have risen 34 per cent over the past year.
Sales of Waitrose Duchy Organic British Free Range Unhomogenised Whole Milk were also up 29 per cent over the same period.
Waitrose said online interest had grown even faster, with searches on Waitrose.com for “unhomogenised milk” up 200 per cent and searches for “unhomogenised” rising 367 per cent.
It said the surge had prompted investment in new milk processing equipment at its Waitrose Farm on the Leckford Estate.
Following the installation of new milk tanks, total production capacity has increased by 95 per cent compared with 2023 levels to help meet rising demand.
Leckford Estate food processing manager Dan Robinson said: “We have seen customer demand for unhomogenised organic whole milk grow significantly in recent years; and in response we’ve invested in new processing equipment at our Leckford Estate to increase capacity by approximately 20 per cent.
“We believe this surge in popularity is being driven by a desire for whole foods and a growing awareness of ultra-processed foods.”
Waitrose milk buyer Alice Grigoleit said unhomogenised milk was “dairy much closer to its natural state”.
She said the milk is safely pasteurised but does not go through the high-pressure valves used in homogenisation to break down fat molecules.
This allows the cream to rise naturally to the top.
“By not homogenising, it preserves the milk’s structural integrity, preserving its unique texture and a richer, more complex flavour profile,” Grigoleit said.
The growth comes as grocery shoppers continue to show interest in less processed food and drink, with retailers increasingly highlighting provenance, production methods and ingredient simplicity across fresh and chilled categories.
Sign up here to get the latest grocery and food news each morning
