As the cost of living continues to shape shopping habits, Brits are getting smarter with their weekly food shop. New data from Ocado, the UK’s largest online-only supermarket, reveals that 70% of shoppers want to prioritise value without compromising on quality when buying groceries this January.
Rather than cutting back entirely, many households are embracing a rising trend known as High-Low shopping — a strategy that blends premium ingredients with everyday staples to create meals that feel elevated without blowing the budget.
What Is High-Low Shopping?
Borrowed from the fashion world, High-Low shopping refers to pairing one standout, premium item with lower-cost essentials to improve the overall result. In food terms, it might mean splurging on high-quality olive oil or free-range eggs, while opting for own-brand pasta or rice.
For time-poor and budget-conscious shoppers, the appeal is obvious: fewer compromises, better flavour, and everything available in one shop. According to Ocado’s research, 63% of UK shoppers already follow a High-Low approach, with the figure rising to 75% among young Millennials looking to stretch their grocery budgets further.
Where Brits Are Willing to Splurge
Ocado’s study of 2,000 UK consumers highlights a clear pattern when it comes to premium purchases. Shoppers are most likely to spend more on ingredients that directly impact flavour and quality.
Top splurge-worthy items include:
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Fresh meat (58%)
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Fresh fish (37%)
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Extra virgin olive oil (35%)
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Butter (34%)
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Eggs (32%)
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Premium tomatoes (24%)
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Honey (21%)
These ingredients are often seen as foundational to great cooking, where higher quality can noticeably improve taste and texture.
Where Shoppers Are Cutting Costs
On the flip side, Brits are far happier to save money on everyday carbohydrates. According to Ocado, the most popular value-focused items include:
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Pasta (42%)
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Rice and grains (38%)
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Potatoes (36%)
This shift is already showing up in sales data. Ocado Own Range Basmati Rice sales are up 46% year on year, while Own Range Fusilli Pasta has seen a 63% annual increase, with sales jumping 110% between December and January — traditionally a more budget-conscious period for households.
TikTok and Instagram Are Driving ‘Premium’ Picks
Social media continues to play a major role in shaping what ends up in shoppers’ baskets. Ingredients like Isle of Wight Tomatoes, favoured by chefs such as @tylerbutteats and Chris Baber, have surged in popularity, with searches on Ocado rising 92% year on year.
Meanwhile, Clarence Court Eggs — praised by creators like @_eating_with_emily for their rich yolks — have seen sales of Clarence Court Leghorn Whites increase by an eye-watering 456% year on year.
It’s further proof that TikTok and Instagram are no longer just inspiration platforms — they’re influencing real purchasing decisions.
Ocado Partners With Saff Michaelis for High-Low Recipes
To help shoppers put the trend into practice, Ocado has teamed up with home cook and dinner-party chef Saff Michaelis to create three High-Low recipes designed for January cooking.
Her dishes balance premium “hero” ingredients with affordable staples and include:
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Nduja Penne with Burrata
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Creamy Truffle Mash & Sausages
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Brussels Sprout Caesar with Crispy Chicken Schnitzel
As a home cook for a family of three, Saff specialises in meals that feel indulgent without unnecessary expense — perfect for post-Christmas budgets.
Saff Michaelis’ Top High-Low Shopping Tips
When To Splurge
Favour fats:
Quality fats like butter and olive oil carry flavour. A good olive oil paired with cheaper garlic will almost always taste better than the reverse.
Quality through colour:
Ingredients that add colour and visual appeal — such as eggs with deep-coloured yolks — can make a huge difference to how a dish looks and tastes.
When To Save
Cost-effective carbs:
Pasta, rice and potatoes don’t need to be premium. Own-brand versions often perform just as well once paired with good-quality fats or sauces.
Budget ‘back-up dancers’:
Items like soffritto mixes, tinned pulses and stock support the main ingredients, meaning they don’t always need to be top-tier.
Why Ocado Is Leaning Into the High-Low Trend
Commenting on the findings, Dan Elton, Chief Customer Officer at Ocado Retail, said:
“January has always been a prime time for savvier consumer spending, but we know customers don’t want to feel as though they’re making a trade-off between quality and convenience. That’s why at Ocado, we make it easy to combine premium ingredients with great-value everyday staples — all while offering recipe inspiration that proves value-led cooking doesn’t have to be boring.”
From splurging on Isle of Wight Tomatoes to saving on Ocado Own Range Pasta, Ocado’s extensive selection supports every type of shopper.
To explore the full High-Low range and see all three recipes from Saff Michaelis, visit Ocado.com.
