Why are Waitrose sales of jacket potatoes up?

Sales of jacket potatoes have surged as consumers move away from ultra-processed foods towards natural, fiber-rich options.

What is driving the trend towards full-fat foods?

Growing awareness of the negative impacts of UPFs and a desire for natural taste and texture are driving full-fat food sales.

Are 'mock meat' products still popular?

Sales of 'mock meat' are falling as consumers increasingly prefer high-quality, natural cuts of meat over processed alternatives.

Home / Business and Economy / Potato Power: Shoppers ditch UPFs for classic carbs

Potato Power: Shoppers ditch UPFs for classic carbs

3 Dec, 2025

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Summary

Sales of jacket potatoes and full-fat products have significantly increased.
Consumers are actively avoiding ultra-processed foods (UPFs).
Interest in natural foods like fiber-rich carbs and real fats is growing.

Potato Power: Shoppers ditch UPFs for classic carbs

A notable shift in consumer behavior is underway, with shoppers increasingly choosing natural, full-fat food options over ultra-processed alternatives. This trend is evidenced by soaring sales of staple items like jacket potatoes, whole milk, and real butter. The "great carb comeback" emphasizes the importance of fiber, with products like bread and beans seeing increased demand.

Concerns surrounding ultra-processed foods (UPFs) and the impact of weight-loss jabs are significant drivers behind this change. Consumers are actively seeking simpler ingredients, leading to a renewed appreciation for taste and texture found in natural fats. This is also reflected in a reduced interest in "mock meat" and highly processed snacks.

The move towards natural foods prioritizes ingredients without excessive sugars, stabilizers, and additives. This focus on gut health and wholesome eating marks a fundamental change in how consumers approach their diets, opting for quality and less processed options.