Waitrose’s new report has revealed that middle class Brits are abandoning meat and switching to a ‘climatarian’ diet in an effort to reduce their carbon footprint.

The “new 5:2 diet” is a term for a popular weight loss technique where people eat only two days per week. Eco-conscious Britons spend five days a year eating vegetables and then treat themselves to meat on weekends.

Waitrose shoppers are not only looking to cut down on meat consumption, but also to be more environmentally friendly. They are looking for other ways to make their shopping more eco-friendly, such as donating food to charity and not buying food in excessive packaging. 

Middle class Brits are ditching meat and adopting a 'climatarian diet' in a move to reduce their carbon footprint, a new report by Waitrose has revealed (stock image)

Waitrose released a new report that revealed middle-class Brits are switching to a climatarian diet’ to reduce their carbon footprint. Stock image 

Nearly 70% of Waitrose customers stated that reducing their carbon footprint was important to them. 

Over the past year, shoppers have focused on what we can do to improve the environment. 

Shoppers stopped buying sandwiches for lunch at the start of the year because we made delicious homemade meals while working from our homes.    

The report also revealed that Britain has become a nation made up of homebodies. We have fallen in love with our homes again and rediscovered the joys of intimate dinner parties.

Shoppers stopped buying sandwiches to go at the beginning of the year as we lovingly made homemade feasts while working from home (stock image)

Shoppers stopped buying sandwiches to-go at the beginning of the new year, as we made our own delicious meals while working from home (stock photo) 

The country is encouraging us to entertain our loved ones and socialise, even though we are now allowed to socialise. 

What have Brits been eating in the past year? From canned fish to nostaglic dessert Waitrose Food & Drink report reveals all…

• Canned fish – Sales of mackerel and anchovies rose by 17 per cent in August 2021

• Searches for barbecued watermelon recipes on Waitrose.com rose by 65 per cent  in August

• Nostalgic desserts – Knickerbocker glory recipe searches on waitrose.com are up 171 per cent this year

• Sales of herbs and spices rose 41 per cent  this year with specialty salts proving to be the top performers

• Sushi – Sales rose 54 per cent  while sales of sushi mats were up 57 per cent and nori sales were up 56 per cent 

Our top-selling drinks include:

• Sales of Champagne are up 40 per cent  year-on-year, while sales of magnums and bigger bottles are up 88 per cent 

• Rosé wine continues to dominate our wine shelves and sales of rosé fizz are up 47 per cent 

• Cream liqueurs have become popular all year round (not just for Christmas)

We have taken the following products off our shopping list:

• Lovage – alcoholic cordial from Bristol (delisted)

• Sales of ironing water fell by one-fifth

• Tights sales are down 31% compared to 2019

• Sales of sandwiches on the go fell by 45 per cent  between January and March compared to 2020

Champagne sales are up by 40% year-on–year as people spend more money on small treats after the pandemic. 

Over the year, we also brought our kitchens outdoors – one in five of those surveyed said they’d invested in a new barbecue while one in ten said they’d installed an outdoor bar.

The report that examines how our eating and drinking habits changed over the past 12months also highlights how social networking has influenced our shopping lists. 

Due to viral food trends, platforms like Instagram and TikTok have facilitated sales of everything from feta to tortillas to pesto to potatoes through platforms such as TikTok and Instagram. 

John Lewis saw a 400 percent increase in sales of their air fryers due to TikTok’s trend of making pasta chips at-home.

The way Brits shop has changed too. In 2021, a quarter of Waitrose shoppers bought groceries online for the first-time, while the number who buy food every day has doubled in one year. 

These shopping trends – increased frequency and the continued growth of online – will only accelerate in the future. 

A third of those polled used on-demand food delivery apps during pandemic. 

We have increased our partnership with Deliveroo from 150 locations to 150 over the past year. Our Deliveroo Map report reveals the most popular products in the country for home delivery within a short time.

FEMAIL spoke to James Bailey, Waitrose Executive Director: “The last 19 months have seen us fall in love again with our homes. 

“We’ve rediscovered how food can bring joy, creativity and a sense of belonging to our families. Many have also embraced the inspiration that comes from walking to the shops to get groceries. 

“The majority of people we interviewed said that the pandemic had fundamentally changed their outlook. They are more aware of their mental and bodily health, they enjoy the simple pleasures of life, and they value family and friends. 

Move over Nigella..  Brits are now going to TikTok for cooking tips 

Sean Poulter, Daily Mail

 Move over Jamie Oliver, Nigella and Delia, for young Britons are turning to TikTok for cooking tips.

This trend is bringing us dishes like pesto eggs, pasta chips and whipped lemonade, as well as feta pasta, mozzarella doughnuts, and feta pasta.

The TikTok clips have received millions of views from social media experts like Amy Wilichowski, Nick Di Giovanni, Marliyn Le Jeunesse and Marliyn.

Pesto eggs is the latest food trend to go viral on TikTok and Instagram after more than 1.4million people watched registered dietitian Amy Wilichowski share how baking eggs in pesto instead of olive oil is the secret to a delicious breakfast twist. Pictured one Instagram users attempt

Pesto eggs are the latest food trend to hit Instagram and TikTok after more than 1.4 million people watched Amy Wilichowski, registered dietitian, explain how pesto eggs can be used to make a delicious breakfast. This is what one Instagram user attempted to do.

What will we eat in 2022? 

A Nation of Homebodies

As we have fallen in love with our homes and cooking over the past year, the post-pandemic economic system will be a Homebody economy.

The Return of the Intimate Dinner Party

The lockdowns have made people more appreciative of their friends and families, and there is a new emphasis in dinner parties: it’s about quality and not quantity.

The Great Outdoors

Many of you have transformed your gardens, patios, or balconies into new entertainment areas. Our survey revealed that nearly 40% of respondents have increased the number of barbecues they use.

Regenerating Our Planet

Three quarters of our respondents are trying harder to reduce food waste, while 77% are concerned by the plastic in their grocery packages.

Social Eating

Three-quarters of all 18-24-year-olds we surveyed looked at TikTok and Instagram for food inspiration during lockdown, while one in 12 people across all age groups posted a picture of their food or their ‘tablescaped’ meal setting on social media – or sent a snap to a friend – in the day leading up to our poll.

We can expect to see more of the following products, flavours, and trends in 2022: potato milk, umami and craft pre-batched, bottled cocktails, and climatarianism (a diet that focuses on reducing your carbon footprint). In the meantime, sustainability will continue to be a major focus in people’s homes and lives.

Waitrose Food and Drink’s report, which tracks changes in tastes and sales, identified the trend.

Under this heading, the supermarket is predicting the rise of ‘potato milk’ as an alternative to dairy as well a batch-made bottles of popular cocktails.

It is also seeing a rise in climatarianism. Climatearianism is a diet that reduces your carbon footprint. It supports seasonal local food and avoiding meat.

This report also indicates that many people are following a 5 to 2 diet, meaning they only eat meat twice a week.

People want to have multiple Christmas lunches so they can share meals or celebrate with friends.

Executive director at Waitrose, James Bayley, said: ‘TikTok and Instagram continue to be dizzying treasure troves of innovation, expression and joy when it comes to food and home cooking. 

‘Three-quarters of all 18- 24-year-olds we surveyed told us they’ve been looking at TikTok or Instagram for food inspiration over the past year.

‘It’s made the food world a wonderfully intimate place, for example, a food trend might take off in South Korea and within a day, half a million people over here are asking about the ingredient.

‘Food on these platforms is creative, exciting and fast-moving.’ 

Waitrose said: ‘We know that people are having ‘second Christmases’ with their pals because #Friendsmas has amassed 16.2 million views on TikTok.’

Waitrose saw a boom in canned fish sales, with sales of mackerel, anchovies and other fish up 17percent in August.

Waitrose.com searches for barbecued watermelon recipes increased by 65percent in August. Knickerbocker glory recipe searches rose 171percent.

Sushi sales increased by 54%, while those for herbs & spices increased by 41%.

We purchased ironing water and an alcoholic Lovage cordial, as well as tights, ready-made sandwiches, and tights.