Waitrose has enriched its premium No.1 Indian ready meal lineup with seven new offerings, reflecting growing consumer interest in Indian cuisine.
- A notable increase in searches on Waitrose.com for ‘Indian meal for two’ and ‘Indian food’ highlights consumer demand, up 315% and 69%, respectively, from last month.
- The launch includes dishes such as Ruby Chicken Masala and Slow Cooked Beef Madras, aimed at offering authentic culinary experiences.
- Product developer Manisha Kotecha emphasizes the quality and authenticity of the meals, echoing a broader relaunch strategy of Waitrose’s premium range.
- Social media trends further support this expansion, with significant growth in searches for ‘Indian curry’ and ‘comfort meals’ on TikTok.
Waitrose has responded to a significant surge in consumer interest by expanding its No.1 Indian ready meal range, introducing seven new products. This expansion is indicative of a broader trend of increasing demand for convenient yet gourmet meal options. The new products are designed to cater to customers seeking quality and authentic Indian dishes at home. Among the newly launched items are Ruby Chicken Masala and Slow Cooked Beef Madras, both of which reflect a dedication to replicating authentic flavours.
The uptick in customer searches for ‘Indian meal for two’ and ‘Indian food’ on Waitrose.com, showing increases of 315% and 69% respectively compared to the previous month, underscores the growing popularity of Indian cuisine. Furthermore, a rise of 81% in searches for ‘Indian ready meals’ suggests a shift towards ‘fakeaways’—home dining experiences that emulate takeaways.
On the social media front, TikTok’s data reveals a 60% increase in searches for ‘Indian curry’, alongside a 91% increase in ‘comfort meals’, highlighting the platform’s influence in shaping consumer preferences. Waitrose’s product developer for Indian ready meals, Manisha Kotecha, remarked on this trend, stating, ‘Due to the growing appetite for gourmet ready meals, we have launched a premium Indian ready meal range at Waitrose, designed to allow customers to enjoy the flavours of this cuisine.’
This move aligns with Waitrose’s larger strategic relaunch of its premium No.1 range, which now includes over 600 items, ranging from ready meals to bakery products. The retailer has been actively enhancing its product offerings, as seen in their previous expansion of the No.1 confectionery line. The aim is to maintain a focus on taste and authenticity across all products, leveraging quality ingredients and traditional spices.
The expansion of Waitrose’s premium Indian ready meal range underscores a strategic response to evolving consumer appetites for authentic, high-quality home dining options.
