As the United Kingdom experiences a heatwave with temperatures reaching 35 degrees Celsius (95 degrees Fahrenheit), consumer behavior appears to be shifting away from typical light summer fare. Despite the high temperatures, many Britons are turning to hearty, traditional comfort foods rather than salads or chilled dishes commonly associated with warm weather.

Supermarket chain Waitrose has reported a notable increase in sales of classic winter comfort meals over the past month. Cottage pie sales have risen by 110 percent, while recipe searches on the retailer’s website for dishes such as spaghetti bolognese, toad in the hole, and macaroni and cheese have increased by 91 percent, 67 percent, and 57 percent respectively.

Stephen Parkins-Knight, senior innovation chef at Waitrose, described the phenomenon as “feta fatigue,” a term reflecting a growing weariness with lighter, more typical heatwave foods like salads that often feature cheese such as feta. He noted that prolonged hot weather can make raw and chilled dishes less appealing, as consumers seek more substantial meals to replenish energy.

“Forget the thermostat,” Parkins-Knight said. “When a heatwave goes on, raw salads and chilled plates can often lose their cool fast. What we’re seeing is a trend in ‘reverse comfort-eating’ – after spending all day drained by the heat, people crave rich, grounding staples to recharge.”

The trend highlights an unexpected appetite for warming, filling foods during an intense period of high temperatures, as consumers prioritize personal comfort and satiety over traditional seasonal eating patterns. This shift may reflect a complex response to prolonged heat, combining physical and psychological factors influencing food choices amid the ongoing heatwave.