Why Waitrose Is the Most Expensive and One of the Busiest Supermarkets in Britain

Discover why Waitrose remains one of Britain’s busiest supermarkets despite being the most expensive, exploring its focus on quality, customer experience and strong brand loyalty.

Every year, various price comparison surveys reveal what many shoppers already suspect: Waitrose consistently ranks as the most expensive supermarket in Britain. 

And it's excellent for your Christmas shopping, too.

Yet in the same breath, their stores across the country remain remarkably busy, with loyal customers who choose it over cheaper alternatives.

So why does a supermarket that charges more continue to thrive in a cost-conscious market? The answer is more layered than simple brand prestige, it taps into psychology, customer experience, quality, and a long-established reputation for treating both suppliers and shoppers well.

A Reputation Built on Quality

For decades, Waitrose has positioned itself at the premium end of the grocery market. Its customers expect:

Higher-welfare meat

Better traceability and sourcing

A wider range of specialty items

Consistent produce quality that tends to outlast cheaper supermarket alternatives

While you can certainly save money shopping elsewhere, many households argue that Waitrose’s quality reduces waste and improves meal satisfaction, making the price difference feel worthwhile.

An In-Store Experience People Actually Enjoy

In an age where shopping can feel rushed and transactional, Waitrose has leaned into the opposite. Shoppers often describe their stores as calm, well-organised and, crucially, pleasant. Clear aisles, lower noise levels, tidy displays, and attentive staff create an environment that encourages people to return.

This atmosphere becomes especially appealing during peak times of year, Christmas, Easter, and bank holiday weekends, when other supermarkets can feel chaotic.

Strong Brand Loyalty Among Middle-Income Households

While many assume Waitrose shoppers are exclusively high earners, the reality is more nuanced. A large portion of their customer base consists of middle-income, comfort-driven families who prioritise consistency and trust.

Research shows that people tend to stay loyal to a supermarket once it proves reliable, and Waitrose has spent years cultivating that reliability.

Even during tighter economic times, some shoppers reduce spending elsewhere before switching supermarkets, perceiving groceries as an area worth maintaining.

Ethical Sourcing Still Matters

A key part of the Waitrose appeal is its long-standing ethical commitments. Customers say they appreciate:

Fair treatment of farmers and suppliers

Strong environmental policies

Higher-welfare standards for dairy and meat

Minimising plastic where possible

For many shoppers, the knowledge that their food choices support responsible supply chains justifies the premium.

Partnerships and Perks: MyWaitrose and Beyond

The myWaitrose scheme, while not as discount-heavy as loyalty cards at other supermarkets, still drives footfall. Perks such as:

Personalised vouchers (We have something to pick up from our nearest branch of Waitrose next week)

Good-quality free publications and recipes

Discounts in Waitrose cafés

Occasional member-exclusive promotions

help keep shoppers engaged.

The “Waitrose effect” on neighbourhoods also persists, homes near a Waitrose store tend to be valued more highly, reinforcing the notion that shopping there is part of a lifestyle choice rather than simply a weekly errand.

People Are Willing to Pay More for Less Stress

In the end, one of the most consistent themes among Waitrose customers is simple: the shopping experience is less stressful than in cheaper supermarkets.

While low prices are essential for many households, others place equal value on:

Cleanliness

Staff availability

A quieter environment

Reliability of stock

Better product curation

When shoppers feel calmer and more respected in a supermarket, they’re more inclined to stay loyal, even if it costs more.

So Why Is Waitrose Still So Busy?

Because the supermarket isn’t selling groceries alone, it’s selling reassurance, quality, and a smoother shopping experience.

Its customers don’t simply compare shelf prices; they compare how they feel in the store, how long their food lasts, and how confident they are in the supermarket’s ethics.

In a market where consumers are becoming more discerning, those factors remain powerful.

John Lewis Partnership offering Christmas support

For the second year running, the John Lewis Partnership is supporting Care Leavers attending Christmas day lunches, by presenting 3,510 food parcels to continue helping them after Christmas. 

The lunches are run by selfless community volunteers across the country for Care Leavers who would have otherwise been alone at Christmastime, and are coordinated by Lemn Sissay’s Foundation, The Gold From The Stone.

Sarah Dayananda, Sustainability & Ethics Manager, Social Impact at the JLP, said: “We’re thrilled to again be working with The Gold From The Stone Foundation, and the wonderful volunteers who organise Christmas lunches for Care Leavers. Support is needed beyond the ‘big day’, so we hope the Care Leavers feel appreciated and considered in a time of isolation for so many.”

She went on to say: "This year, we’re donating three bespoke food parcels each to 1,170 people, so they'll have some necessary shopping to last them beyond Christmas and into the New Year (plus some treats, too). They’ll contain items like tea, coffee, soup, sweet and savoury biscuits, mince pies, pasta and pasta sauce, chocolate and crisps."

The Foundation, founded by Author, Poet and Broadcaster Lemn Sissay OBE, believes no Care Leaver should feel alone on Christmas day. They help to coordinate communities across the nation making Christmas day special for people who would otherwise be alone.

Lemn Sissay, OBE said, “The Christmas Dinners are for young adults who have been in care who feel alone on Christmas Day. I'm utterlyover the moon Waitrose and the John Lewis Partners are supporting The Christmas Dinners throughout the country. 

"Waitrose are providing incredible Christmas Hampers filled with goodies for the young care leavers to take home after the Christmas Dinner. This support is crucial in winter time. It means the care goes beyond the dinner into the homes of vulnerable young people. 

"It's the tenth year of The Christmas Dinners and your support is a Christmas present in itself. I feel emotional. The Christmas Hampers from Waitrose and John Lewis are immensely important to everyone involved and brings added magic to the day. I know the hampers aren't for me, but as the person who started this enterprise this feels like my first Christmas present.”

A further 600 food parcels will be given to 200 Care Experienced guests at Christmas day lunches hosted by Who Cares? Scotland - one of the John Lewis Partnership’s charity partners, for our Building Happier Futures programme.

http://www.johnlewispartnership.co.uk

Sprout sales up early this Christmas season

Sales of Waitrose Brussels sprouts have increased by a dramatic 150% vs same time last year.

Searches for ‘Brussels sprouts’ are up +87% month on month and recipe searches for ‘shredded sprouts’ are up +607% month on month and +65% compared to the same time last year.

Waitrose is predicting that this will be a huge year for Brussels sprouts.

The humble Brussels sprout is no longer just for Christmas. With just a little while 'til the big day, Waitrose is already seeing a boost in recipe searches which is also being reflected in a surge in sales of brussels sprouts. Cooking them is no longer just dropping them into a pan of boiling water and hoping for the best. Because today, cooks are being inspired by restaurant menus and the many recipes illustrating the variety of ways you can cook and serve sprouts.  

With top restaurants around the country offering creative new ways to serve up the humble sprout, home cooks are seeking out their own recipes as recipe searches on Waitrose.com for ‘shredded sprouts’ surge 607% month on month and 65% year on year.

Sam Witherington, Vegetable Buyer at Waitrose said: “The Brussels sprout was once consigned to Christmas lunch, over cooked and under loved. But in recent years, as the sprout has made its way onto restaurant menus, home cooks are now getting more creative too.  If these current sales of brussels sprouts are anything to go by it’s going to be a bumper year for Brussels”.

This cooking inspiration has led to a rise in sales of large bags of Waitrose Brussels sprouts up a whopping 150% on this time last year and Waitrose predict this increase will continue all the way to Christmas and beyond.

London diners are raving about these great ways to cook and serve Brussels sprouts.  A diner at Italian eatery Trullo in North London recommends cooking them with pancetta, chestnuts and gorgonzola and describes them as ‘divine’. While diners at Japanese restaurant Shoryu Ramen commented that the brussels sprout tempura was ‘very unique and yummy.'

New Fever-Tree Cocktail Shaker: The Perfect Last Minute Christmas Gift!

Seeking out a last-minute Christmas gift for the drinks lovers in your life? Fever-Tree's new Cocktail Shaker looks fab and makes the perfect cocktail every time.

You could pick one up on the way to your next dinner party as a gift for the host or as a Secret Santa present? Available now at Waitrose with an introductory deal of £12 and Sainsbury's for £15. 

Pair the shaker with Fever-Tree's cocktail mixers, available in Espresso Martini, Margarita and Mojito, just add the alcohol to the mixer, shake and pour: 

Fill your Fever-Tree cocktail shaker half full of ice. 

Add 100ml of Fever-Tree cocktail mixer and 50ml spirit.  

Shake for 15 seconds and pour into your glass! 

Why the Fever-Tree Cocktail Shaker?

Style AND function: when creating drinks, Fever-Tree know their stuff,the screw cap mechanism makes the shaker easy to open and prevents the lid getting stuck. It's double walled, to prevent condensation and stop your hands getting cold, and there's even an integrated strainer so it's easier to pour, too!

Effortless Mixing: Turn anyone into a cocktail pro with just a few shakes. 

Stylish Design: Sleek and modern, it's a showstopper for any home bar. 

Compact and Portable: Ideal for those who love to mix drinks wherever they go. 

Want to know which UK supermarket has the cheapest vegan Christmas dinner? Adventrum has the answer for you

The festive season is very much upon us, and the most prepared Brits out there will have already started planning for the big day and everything that comes with it, from the presents to the parties, and most importantly, the Christmas dinner.

With so many components to put together, it can be hard to know where the best one-stop shop is to get all your Christmas dinner ingredients. Particularly, if you are vegetarian, or are catering for a vegetarian.

While cutting expensive meat items such as pigs and blankets and a turkey crown can certainly help to cut costs, there remains a need to plan a budget, and sometimes it's less obvious how much veggie-friendly supplements will cost.

Thankfully, Adventrum has crunched the numbers and costed up the price of a veggie-friendly Christmas dinner at six of the UK’s top supermarkets. 

1. Aldi - £28.20

2. Tesco - £32.84

3. Asda - £33.22

4. Morrisons - £33.71

5. Sainsbury’s - £34.60

6. Waitrose - £53.24

There’s probably no surprise that Aldi comes in as the cheapest supermarket for a vegetarian Christmas dinner, with the total cost of the full meal being a mere £28.20. The cheapest vegetarian Christmas dinner component at Aldi is the 15-pack of Yorkshire Puddings priced at only £0.46.

In second place is Tesco, where a full vegetarian Christmas dinner came in at £32.84. For chocolate lovers, Tesco is the cheapest supermarket to pick up a Cadbury’s selection box, as they cost £1.50 with a Clubcard membership.

Not far behind in third place is Asda, where a full vegetarian Christmas dinner costs approximately £33.22. However, the Quorn Vegetarian Roast was cheaper at Asda than any other supermarket at just £3.00.

Morrisons placed fourth with a full cost of £33.71. However, this supermarket had one of the most expensive turkey crowns (£31.47), meaning the biggest savings are on offer for meat-eaters switching to the vegetarian option this Christmas.

Sainsbury’s placed fifth, as a vegetarian Christmas dinner from this supermarket was found to cost an estimated £34.60. 

Finally, Waitrose was the most expensive supermarket by some distance at £53.24. A big factor in Waitrose being so much more expensive was the vegetarian turkey supplement costing a massive £16.00. But it must be said that one surprise bargain to be found is that Maris Piper potatoes are 5p cheaper at Waitrose (£1.65) than they are at Aldi (£1.70).

The study used a Quorn Vegetarian Roast as the turkey supplement at Asda, Morrisons, Sainsbury’s and Tesco. For Aldi and Waitrose, the home-brand products that most closely resembled the Quorn Vegetarian Roast were used, as the Quorn product was unavailable. 

That's Christmas would like to thank Adventrum for sharing their research data with us. You can check out Adventrum at https://adventrum.com. 

(Image courtesy of MM from Pixabay)

 

Waitrose launches its Christmas range for 2023, with more than 140 new products this year

Savvy, wise shoppers are planning ahead as searches for ‘Christmas dinner ideas’ on Waitrose.com has risen 51% compared to the same period last year.

Waitrose has introduced new frozen vegetables and exciting new party food lines to launch from this month, August, to help customers spread the extra cost of Christmas

As the song says, Christmas is the most wonderful time of the year! Waitrose has launched details of their Christmas range for 2023, and with searches on waitrose.com for ‘Christmas’ increasing by an astonishing 133% compared to last month and searches for ‘Christmas dinner ideas’ are up 51% compared to the same period last year, it’s clear savvy customers are starting to plan ahead for the festive season. 

(EDITOR: That's Christmas has noted a similar increase in visits to our site, plus sister site That's Food and Drink during this time period.)

Martyn Lee, Waitrose's Executive Chef, said: “Our team have had a real blast developing products for Christmas, with over 140 new products this year. So, it’s safe to say we've been really very busy. 

"We feel we want to do Christmas like nobody else this year and with our Ultimate Triple Nut Roast served in a beautiful panettone casing, social media driven Cinnamon Bunettone and great tasting, high welfare Chestnut-fed Galician Serrano Ham, I think we may well have managed to do just that.

"Our customers can be certain when they shop at Waitrose this festive season, they'll have a Christmas to remember with the best quality products that not only look beautiful on their festive table’s but taste amazing.”

Natalie Mitchell, who is the Director of Own Brand at Waitrose, said: “Christmas is truly the most wonderful time of year, friends and family come together to celebrate and enjoy the good stuff! With searches on Waitrose.com already rising, it’s obvious that savvy customers are already planning ahead and our team has put a lot of work into the range to ensure customers can do this with ease. So however you’re celebrating this Christmas you can be sure to celebrate with great tasting, ethically sourced food - we hope our customers love the range just as much as we do!”

Buffet bites and Christmas grazing board

Christmas is really the time to celebrate, whether you’re hosting all your family and friends, or planning a smaller affair with your nearest and dearest, we have a selection of delicious buffet bites and Christmas cheese to help you create a spread to impress. Ensuring you can spend more time with guests and less time in the kitchen this Christmas. We also have seven new additions in our frozen party food range launching in September to allow savvy customers to spread costs and shop ahead this Christmas.

WR Paneer Fries

Waitrose Paneer Fries - Paneer and grilling cheese in a spiced crumb, with mango chutney and crispy onion dip

Waitrose Feta Popcorn with Hot Honey - Bitesize balls of whipped feta, soft cheese and goats cheese, with a quinoa flecked crumb for extra crunch and hot honey dip

Waitrose Red Fox Welsh Rarebit - A deliciously creamy vintage Red Fox bake with a splash of ale and a hint of mustard

Waitrose Shimmering Salmon Mousse - Tender Scottish smoked and poached salmon mousse with a shimmering bronze lustre finish - available as a large sharing centrepiece as part of Waitrose Entertaining and a smaller-scale in shops

Waitrose Old Fashioned Smoked Salmon - Hung and smoked in a traditional kiln over whisky cask oak chips, cured with salt and sugar finished with whisky, orange and bitters 

Waitrose Chestnut-fed Galician Serrano Ham - Sweet and nutty ham made from free range pigs fed with chestnuts

Centrepieces and Sides 

When celebrating over the festive season, it’s no longer just about the traditional turkey that takes pride of place at the big Christmas day lunch. So we have a number of mains to suit all occasions, to ensure your spread is one that will have people talking for years to come. And with higher welfare British beef with room to roam, MSC certified seafood that is responsibly farmed and caught and free-range British turkey - you can be sure your produce has come from farmers we know and trust. 

WR Old Fashioned Glazed Ham

Waitrose Jewelled Stuffed Bronze Turkey Crown - Free Range British Bronze turkey crown with a pork and jewelled fruit stuffing, dry cured smoked streaky bacon, maple butter glaze, star shaped salted butter and a rosemary sprig.

Waitrose Old Fashioned Glazed Ham - 'Sugar pit' dry cured boneless ham with a whisky and orange glaze, candied orange slices and smoke flavoured cherries - available on and off the bone

Waitrose 2 Mini Pork Stuffing Panettoni - Outdoor bred British pork sausage meat has been laced with panettone crumb, raisins, lemon, cherries, sultanas and caramelised orange zest. Our fresh pork is always British and always outdoor bred or free-range.

Waitrose Shredded Sprouts and Cavolo Nero - Spring greens, shredded sprouts and cavolo nero, with crispy maple smoked bacon, coated in a caramelised shallot glaze.

Vegan

With searches for ‘plant based’ on Waitrose.com up 115% compared to the same time last year we wanted to make this our biggest vegan Christmas ever with options for every dish. Meaning you can create a whole plant based menu bursting with flavour, with no compromises. 

WR Ultimate Triple Nut Roast

Waitrose No.1 Ultimate Triple Nut Roast - Richly savoury, with crunchy roasted nuts, sweet potato, lentils, chickpeas and a dash of miso, hand finished with a spiced clementine and apricot chutney glaze. Adorned in whole brazil nuts and almonds.

Waitrose Chestnut and Thyme Plant-Based Turkey Roast and Gravy - Hearty plant based soya turkey roast, packed with thyme-scented chestnut and caramelised onion stuffing, served with a rich cabernet sauvignon gravy

Waitrose No.1 Ultimate Vegan Sharing Wellington - Moreish mushroom duxelle with no ‘beef’ plant based beef braised in a fragrant shallot, garlic and thyme vegetable stock. Hand decorated with holly to finish.

Waitrose Fruity Stuffing Christmas Trees - Apricot and cranberry stuffing decorated with cranberry and a herb breadcrumb

Cakes, Bakes & Desserts 

With over 20 new products across desserts and bakery for 2023, there are plenty of sweet treats to be enjoyed by all this Christmas. From showstopper desserts, to panettone with a modern twist and not forgetting a festive favourite - the mince pie.

WR The Golden Buche De Noel

Waitrose No.1 The Golden Bûche de Noël - Belgian blonde chocolate mousse and silky salted caramel and caramelised biscuit sauce on milk chocolate speckled with caramelised biscuit

Waitrose No.1 Chocolate and Hazelnut Quenelle - Rich hazelnut mousse with a silky milk chocolate sauce hiding inside, on a crisp chocolate base speckled with crunchy feuilletine and cookie crumb

Waitrose Cinnamon Bunattone - Panettone meets cinnamon bun – a light cinnamon-spiced Italian cake with pockets of sweet mascarpone sauce. It’s served with a sachet of cinnamon icing sugar to finish. Made in a family-run bakery in Piedmont, Italy, our bunettone takes over 24 hours to create.

Waitrose No.1 Florentine-inspired Panettone - Buttery panettone speckled with sultanas,  cherries and Sicilian orange peel, swirled with caramel sauce and finished with dark chocolate, cherries, orange peel, almonds and Nocciola Piemonte IGP hazelnuts.

Waitrose Crumble Mince pies with Orange and Cranberry - All butter mince pies filled with zesty mincemeat with a dash of Valencian orange oil, tangy cranberry and a buttery crumble on top.

Waitrose Deer-licious Sticky Toffee Pudding - Sticky Toffee Pudding made with dates and gingerbread spices. To be finished at home with a drizzle of the unctuous toffee sauce before adding the gingerbread antlers.

Waitrose Sicilian Orange and Whisky Christmas Pudding - Richly fruited pudding laced with Scottish whisky and topped with red and blonde glacé cherries, almonds and candied orange then finished with a sticky Sicilian orange sauce.

Gifts

Gift something delicious from Waitrose this Christmas! Including small gestures for the party host, keepsakes that a loved one will cherish and the perfect treats for your Christmas stocking. Also as part of our brand new Winter Village theme you’ll find our Winter Village Chocolate Box, Biscuit Tin and Poinsettia Musical Tin - ready to reuse again year after year!

They’re proud to continue our use of Fairtrade cocoa in all of our own-brand confectionery and as part of our efforts to remove unnecessary packaging where we can, we have removed non recyclable wooden packaging and replaced it with recyclable card - saving over eight tonnes of packaging from going to landfill.

WR Winter Village Chocolate Box

Waitrose Winter Village Chocolate Box - A 3D showstopper with hidden drawers housing tempting chocolates inside 12 dark chocolates made with zesty Valencia orange, and 12 silky milk chocolate salted caramels.

Waitrose Panettone Chocs - Real Italian panettone is mixed into smooth milk chocolate and given a shimmering lustre in our indulgent panettone truffles. With tangy orange peel for extra fruitiness.

Waitrose Merry the Mince Pie - Our new little festive friend, Merry is made from hollow white chocolate with just a touch of milk chocolate.

Expected launch dates (subject to change, so please keep an eye out for these):-

Frozen vegetable sides - from 28th August

Frozen party food - from 18th September

Confectionery & gifts - from 24th September

Bakery, including panettones, Christmas cake and mince pies - from 27th September

Christmas sandwiches - from 25th October

Sides, including stuffing, gravy and sauces - from 22th November 

Party food - 29th November

Starters - from 6th December

Chilled desserts -15th December

Mains, including beef and turkey - 20th December

www.waitrose.com