英国零售商Waitrose近期数据显示，在热浪期间英国消费者的采购行为出现反差现象——他们并未如预期转向清爽沙拉，反而增加了对冬季传统暖食的购买[1]。过去一个月内，Waitrose的cottage pie销售额飙升110%[1]，南非红酒销量增长68%[1]。这一现象被称为"逆向comfort eating"[1]。
除cottage pie外，其他传统comfort food的销售也出现显著增长[1]。复古风味的鸡肉、培根和韭葱馅饼销量增长41%[1]，鸡肉咖喱饭销量增长67%[1]，鸡肉火腿烤菜销量增长68%[1]。
British consumers are defying seasonal expectations by increasing their purchases of warm, traditional comfort foods even as temperatures rise, according to new retail data. Waitrose reported that cottage pie sales surged 110% over the past month, while South African red wine purchases climbed 68% compared to the same period last year.[1] The phenomenon has been termed "reverse comfort eating" by retailers observing the counterintuitive shopping patterns.
The trend extends beyond cottage pie to other classic dishes. Sales of retro chicken, bacon and leek pie rose 41%, chicken korma increased 67%, and chicken and ham gratin grew 68% during the same timeframe.[1] Rather than gravitating toward lighter, cooler meals typical of summer months, British shoppers have continued stocking their baskets with hearty, warming dishes and rich wines, suggesting that comfort and familiarity in eating habits may override seasonal and temperature-related factors in consumer behavior.