Reverse comfort eating sees hearty pies outsell summer salads

By the Editorial Team · Monday, July 27, 2026

Amid a UK heatwave, consumers are increasingly purchasing traditionally warming dishes such as cottage pie and meat pies, with Waitrose reporting a 110 percent rise in cottage pie sales compared to last year. This trend highlights how food choices are influenced by emotional comfort and cultural habits, challenging typical seasonal eating patterns despite the high temperatures.

Amidst ongoing high temperatures across the United Kingdom, a notable shift in consumer food preferences has emerged, with shoppers increasingly turning away from traditional summer fare like salads and cold dishes in favor of warming, hearty meals typically associated with colder months. Retailers report significant rises in sales of dishes such as cottage pie, chicken and ham gratin, and various meat pies, despite the prevailing heatwave.

Waitrose has highlighted this unexpected trend, describing it as "reverse comfort eating." Over the past month, sales of cottage pie surged by 110 percent compared with the same period last year. Other items also saw marked increases, including chicken and ham gratin, which rose 68 percent, chicken korma with rice by 67 percent, and chicken, bacon, and leek pie by 41 percent. In parallel with the preference for warming dishes, sales of fine South African red wine rose 68 percent, contrary to the summer norm of choosing chilled, citrus-flavored drinks.

This phenomenon challenges conventional assumptions about seasonal eating habits, reflecting a deeper psychological component to food choices. Comfort eating is influenced not only by physical hunger but also by habit, personal memory, and cultural factors. Familiar foods can offer emotional reassurance regardless of external conditions such as weather.

Importantly, consuming hot or spicy meals during temperate or even hot conditions is common in various cultures internationally. For example, steaming broths and spicy dishes remain staples during the summer in countries like Vietnam, Korea, and Mexico. Physiologically, hot or spicy foods can promote sweating, which, through evaporation, helps cool the body — although this depends on environmental humidity.

Experts note that while the nostalgic appeal of dishes like pies can provide emotional comfort, practical considerations remain. Preparing meals that require long oven cooking times may prove challenging during heatwaves due to the additional indoor heat generated. The balance between psychological comfort and physical comfort under high temperatures highlights the complex relationship between food choices and environmental factors.

As summer continues, this reversal of expected seasonal eating patterns offers insight into the multifaceted role of food beyond mere nutrition, emphasizing its significance in emotional well-being and cultural expression.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.