Britons buy winter comfort food in record numbers during summer heatwave

Waitrose data from July 28, 2026 shows British shoppers buying winter comfort foods during a summer heatwave. Cottage pie sales rose 110% compared to last year; strawberry trifle doubled. Online searches for spaghetti bolognese recipes climbed 91%. Waitrose called it "reverse comfort eating." MasterChef winner Simon Wood said the cost of living crisis is pushing people to cook pub-style meals at home.