Some still like it hot: heatwaves see surprise spike in comfort food sales

By the Editorial Team · Tuesday, July 28, 2026

Despite the UK heatwave, sales of traditional winter comfort foods like cottage pie and South African red wine have surged significantly, with Waitrose reporting year-on-year increases of up to 110%. This shift reflects consumers’ desire for familiar, hearty meals driven by economic pressures, nostalgia, and a need for psychological comfort amid ongoing social and climatic challenges.

As the United Kingdom experiences an intense heatwave, a surprising shift in consumer eating habits has emerged, with sales of traditionally winter comfort foods rising sharply despite soaring temperatures. Retail data from Waitrose reveals a notable increase in purchases of hearty dishes and robust wines over the past month compared to the same period last year.

Sales of cottage pie have surged by 110%, while South African red wine has climbed 68%. Other comfort food staples showing significant growth include bacon and leek pie (up 41%), chicken korma (67%), and chicken and ham gratin (68%). Meanwhile, shoppers are also turning to classic recipes, with online searches for dishes like toad-in-the-hole and spaghetti bolognese rising 67% and 91%, respectively. Rarebit mac 'n' cheese saw a 57% increase in searches, and sales of strawberry trifle doubled year on year.

Food historian and author Seren Charrington-Hollis noted the unexpected popularity of warming dishes such as cottage pies and lamb hotpots even amid high temperatures, citing a psychological desire to reconnect with familiar, home-cooked meals. Speaking after catering for a high-profile event at the Llangollen Eisteddfod festival during a period of intense heat, she suggested that this “reverse comfort eating” trend may reflect a collective yearning for nostalgia and stability amid broader political, economic, and climatic uncertainties.

Simon Wood, a chef and 2015 MasterChef winner, attributed part of the trend to the ongoing cost of living crisis. Wood highlighted that many traditional pub meals, long popular in social settings, have been adapted for home preparation as consumers reduce dining out. He also cited practical reasons such as time pressures, limited cooking skills, and a general fatigue with salads as factors driving consumers toward convenient, hearty ready meals despite the heat.

Stephen Parkins-Knight, a senior innovation chef at Waitrose, offered further insight, suggesting that prolonged heatwaves can diminish the appeal of raw or chilled dishes, leading people to seek out “rich, grounding staples” that provide comfort and replenish energy. This craving for familiarity and indulgence, he said, explains the enduring demand for warmer, traditional foods even in summer conditions.

Together, these perspectives indicate that the current heatwave has not prompted the anticipated shift to lighter fare. Instead, consumers appear to be embracing a form of culinary comfort that transcends seasonality, shaped by economic pressures, personal preferences, and a desire for psychological reassurance through food.

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.