According to Waitrose's annual food and drink report, trendy pantry staples like olive oil and balsamic vinegar have become status symbols among home cooks.
Sales for premium extra virgin olive oil have increased by 15% this year, while Cornish salt flakes have seen a staggering 79% growth, showcasing changing consumer preferences.
Elinor Griffin from Waitrose emphasizes that showcasing pantry staples has become a way for home cooks to demonstrate their culinary credentials and spark meaningful conversations.
The rise of shortcut cooking-from-scratch reflects a growing preference for quality home-cooked meals, as over half of customers now prefer home cooking to takeaway.
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