Consumer Landscape Transforms: Shoppers in the UK Embrace Full-Fat Dairy, Prompting Surge in Sales at Waitrose

Consumer Landscape Transforms: Shoppers in the UK Embrace Full-Fat Dairy, Prompting Surge in Sales at Waitrose

Recent research indicates a notable shift in consumer preferences towards full-fat dairy products, with retailers reporting a surge in the sales of whole milk, full-fat yogurt, cheese, and butter.

According to Waitrose, a leading UK supermarket, sales of their own-brand whole milk experienced a significant uptick of 6.5% in February compared to the previous year.

Concurrently, spreadable butter witnessed a remarkable increase of 20% during the same period, while sunflower spreads faced a notable decline of 30%.

Waitrose Survey Reflects Consumer Behavior

In a survey conducted by Waitrose involving 2,000 shoppers, a noteworthy revelation emerged: one-third of the respondents had transitioned from purchasing low-fat dairy products to opting for their full-fat counterparts over the past year.

This trend is indicative of a broader movement within the market, reflecting changing consumer attitudes towards dietary choices.

Changing Café Defaults: Marks & Spencer Adopts Whole Milk for Coffees

The shift towards full-fat dairy is further evidenced by changes in café defaults. Marks & Spencer cafes, for instance, have made a switch to using whole milk as the default option for coffees unless a customer specifically requests an alternative.

This move aligns with a growing preference for richer, full-flavored dairy products among consumers.

Yeo Valley Organic Reports Notable Sales Dynamics

Yeo Valley Organic, a prominent dairy brand, reported intriguing sales dynamics reflecting the consumer shift.

While whole milk sales showed a robust growth rate, twice that of semi-skimmed sales, the brand witnessed a decline in sales of low and fat-free yogurts by four and seven percent, respectively. In contrast, full-fat yogurt variants maintained their popularity.

Nutritional Considerations Driving the Trend

Experts attribute the shift towards full-fat dairy to growing consumer concerns about hidden sugars and sweeteners prevalent in low-fat dairy products.

Full-fat yogurts, in particular, are noted for containing live cultures that contribute to gut health, a feature often absent in their low-fat counterparts.

Shoppers, increasingly focused on overall well-being and adopting whole foods into their diets, are contributing to the decline in the market for low-fat dairy products.

Government Guidelines and Divergent Expert Opinions

Government dietary guidelines, as per the Eat Well Guide, recommend opting for lower fat and lower sugar products where possible.

This guidance is based on a 2019 report by the Scientific Advisory Committee on Nutrition, linking high saturated fat intake to elevated cholesterol levels and an increased risk of heart disease.

Foods exceeding 5g of saturated fat per 100g are coded as red in the guide, while whole milk falls into the ‘amber’ category with a moderate saturated fat content of 4g per 100g.

However, diverging expert opinions exist, with Diabetes UK asserting that there is “no favorable effect on health” in choosing low-fat dairy over full-fat options, emphasizing moderation as key to a balanced diet.

In essence, the evolving landscape of dairy preferences underscores the intricate interplay between nutritional awareness, consumer choices, and health considerations in shaping dietary trends.

TDPel Media

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