Turmeric sales heat up at Waitrose

Sales of Waitrose‘s private brand ground turmeric has overtaken all other Waitrose ground spices after sales grew by 22% year-on-year.

Such is the growth, Waitrose’s Cooks’ Ingredients range has seen the bright orange spice now overtaking cinnamon, the previous ground spice best-seller.

To meet the fast-growing demand, Waitrose has also added fresh turmeric to its shelves which has been so popular with shoppers, the supermarket has doubled the number of shops it’s stocked in, helping sales to rise by nearly 1,000%.

Oliver Chadwyck-Healey, Waitrose Spice and Herb Buyer, said: “Turmeric has seen a huge growth in popularity over the past year and is now the king of the ground spices. It’s definitely the ingredient of choice for those who want to spice up their lives.

“While it’s most commonly used in curries and Asian dishes, people are also mixing it with warm milk and water for turmeric tea, using it in broths, smoothies and even face masks.

“As a staple of many middle Eastern and North African dishes, it’s also benefitted from customers’ enthusiasm for these cuisines.”

Turmeric is the root stalk of a plant in the ginger family and has a peppery, warm flavour and a mild fragrance.

Waitrose Cooks’ Ingredients Organic Ground Turmeric is produced in India and is 100% organic. The farmers that produce the spice work with farming co-operatives and are provided with ongoing support and advice to help them achieve and maintain their organic certification. They are also supported with social sustainability projects which help the farmers and their communities, including looking at water (wells and storage) and compost making.

Waitrose Cooks’ Ingredients Organic Ground Turmeric is available in stores and online for £1.69 (50g).

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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.