Waitrose has released its annual review of loyalty scheme ‘My Waitrose’ data with customers in a ‘Year in Review’, highlighting brand preference, popular product lines, and evolving customer dining habits, with a clear enthusiasm for the free coffee offering.
Nathan Ansell, Chief Customer Officer at Waitrose, said: “We’re really proud of the ‘My Waitrose’ loyalty scheme – being able to give our customers exciting perks including our new ‘Little Treats’ vouchers and it’s only getting better. With customers continuing to enjoy free coffee and Essential Waitrose crowned their favourite brand, it’s clear that both our perks and our commitment to quality and everyday value are truly resonating. Customers can keep an eye out for their personalised year in review emails dropping today.”
Coffee is always better when it’s free and it shows
One of our most popular My Waitrose loyalty perks is free coffee in shops with Nero Roasting Company and this year My Waitrose customers have definitely earned their coffee lover badges. The favourite choice is the latte, followed by the cappuccino.
An average of 18.8 coffees were dispensed per customer in 2025.
Customers couldn’t get enough of Essential Waitrose
Essential Waitrose was crowned customers’ favourite brand of the year. The top five selling products underscore a focus on everyday fresh produce and dairy.
- Waitrose Fairtrade Bananas Loose
- Essential British Free Range Semi-Skimmed Milk 4 Pints
- Essential Cucumber
- Essential British Free Range Semi-Skimmed Milk 2 Pints
- Waitrose Loose Lemons
Sales data also revealed strong performance for premium Waitrose No.1 and Duchy Organic, with the best selling products of the year showing customers opt for quality when it comes to everyday ingredients.
Top five Duchy Organic products
- Duchy Organic Fairtrade Bananas
- Duchy Organic Carrots
- Duchy Organic Blueberries
- Duchy Organic Semi-Skimmed Milk 4 pints
- Duchy Organic British Free Range Eggs Large
Top five Waitrose No.1 products
- Waitrose No.1 Strained Natural Greek Yogurt
- Waitrose No.1 Red Choice Tomatoes
- Waitrose No.1 Speciality Blueberries
- Waitrose No.1 Speciality Strawberries
- Waitrose No.1 Speciality Raspberries
We’re a nation of dinner lovers
Dinner remains the favourite meal of the day for 60% of My Waitrose customers. The top-purchased dinner meal deal combination includes:
Starter: No.1 2 Prawn Cocktails
Main: No.1 Parmigiano Reggiano & Truffle Chicken Kyiv
Side: No.1 Triple Cooked Chips
Pudding: No.1 2 Sicilian Lemon Tarts
Customers purchasing this combination are saving £8.75 per meal deal and these savings are what keeps sales of this meal deal rising, with sales currently up 9% year on year.
Lunchtime meal deal wrapped
While there were many options that came close to the top spot in our very popular £5 lunch time meal deal, these three are the food lover favourites.
Main: GLO Hot Smoked Salmon & Rice Salad
Side: Waitrose Good To Go Mango
Drink: Mockingbird Raw Press Raw Greens Smoothie
