Winter comfort food sales soar as Britons buck summer eating habits

Waitrose data published July 28, 2026 shows Britons 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 called the pattern "reverse comfort eating." MasterChef 2015 winner Simon Wood linked the trend to the cost of living crisis, with consumers recreating pub classics at home.