Waitrose sees sales of spam and fish heads rise by third in cost of living crisis

Sales of spam and fish heads are both up by a third at upmarket supermarket Waitrose as people up and down the country feel the pinch from the cost of living crisis.

The UK has been hit by soaring inflation and a major hike in energy prices that have led some to worry how they are going to get by this winter.

And it also seems to have impacted shoppers as Waitrose where there has been an apparent shift towards economy buying.

The supermarket said the “use-it-all trend” and move to cheaper slow cooking seemed to be behind sales of beef shin, ox cheek and lamb neck increasing by 23%, 9% and 4% respectively.

Particularly noticeable have been the higher sales of fish heads and spam.

The cost of living crisis appears to have affected customers' shopping choices at Waitrose (In Pictures via Getty Images)

Sales of fish heads are up by an “incredible” 34% on last year while spam sales rose by 36%, according to the annual Waitrose Food & Drink report.

A poll for the supermarket found that 72% of consumers are now “more mindful” about their grocery budget and more than a third were “very concerned” about how the rising cost of living will affect them in the coming months.

Some 32% said they looked out for special offers more than ever before and 27% have taken to planning their meals in advance.

Waitrose executive director James Bailey said: “The events of the last year have created a difficult backdrop for many people and like all supermarkets we’ve had to judge the mood and react.

Waitrose has seen sales of spam go up by a third (Getty Images/iStockphoto)

“We’re seeing some big changes.”

But it appears not to be all doom and gloom for Waitrose customers, with 46% of those surveyed saying they are buying more sweet treats this year and the grocer listing custard tarts, eclairs and cappuccino mousse as its top three best-selling desserts.

Sales of whipped feta also rose by 33% over the summer.

It comes as millions of Brits are skipping meals while nearly half of the population are eating less healthy food because of rocketing prices, alarming new research shows.

More than eight in 10 shoppers have been forced to adjust what they buy to save cash, and 12% of people are eating fewer meals due to cost, consumer group Which? found.