Cottage pie sales surge 110% as Britons embrace 'reverse comfort eating' in summer heatwave

Waitrose data published July 28, 2026 reveals British shoppers buying winter comfort foods during a summer heatwave. Cottage pie sales rose 110% year-on-year; strawberry trifle doubled. Spaghetti bolognese recipe searches climbed 91%. Waitrose labelled the pattern "reverse comfort eating." MasterChef 2015 winner Simon Wood cited the cost of living crisis as a driver, with consumers recreating pub classics at home.