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Waitrose Report 2019 emphasises the desire for a simple life

The Waitrose Food & Drink report 2019 has been released – stating various, interesting shopper trends and behavioural shifts.

An underlying theme amongst the revelations is simplicity.

Shoppers are moving more towards having a simple life – with 38% of us becoming less materialistic over the past decade, 61% say sharing memorable experiences is the most important past time and the top reason why 61% people do their grocery shopping online is because it is simple.

These little insights nudge towards brands offering simple solutions to the everyday problems and making tasks minimalistic and easier.

Source: Waitrose Nov 18 | In-store Analysis | Innovation