- Waitrose shoppers have been reaping the benefits of eating more oats and proving they are so much more than a breakfast trend
- Sales of Waitrose Essential Oats are up 38% in the past four weeks
- Searches on Waitrose.com for miso ginger porridge with garlic kale and poached egg +175%
Move over overnight oats, savoury oats look set to be the next big trend as @letskwoowk surprised over seven million viewers on TikTok with his savoury oat recipe. We have seen searches on Waitrose.com for our new recipe - miso ginger porridge with garlic kale and poached egg soar over 175% in the past two weeks.
Oats are a trend that’s not showing any signs of slowing down, as sales of Essential Oats at Waitrose are up 38% in the past four weeks with customers going oat-tally crazy for the healthy whole grains. The hashtag ‘overnight oats’ has racked up an impressive 1.5 billion uses on TikTok and searches for the breakfast recipe on Waitrose.com are up 77% compared to the previous year and now consumers are keen to explore how else they can fit the humble oat into their diet.
Customers have been enjoying oats in a multitude of ways, with a number of recipe searches on Waitrose.com showing increases in the past year. Savoury continues to be successful with searches for fish goujons with tartare sauce up 66% and proving a sweet treat can never be resisted, filled oat cookies have seen an increase of 300% and berry oat & apple muffins are up 250%.
Kate Overy, Waitrose Nutritionist, said: “It’s amazing to see customers unlocking the power of oats in such creative ways. They are a low cost, powerful addition to a healthy, balanced diet as they contain a heart-protective type of fibre called beta-glucan, which has been shown to reduce cholesterol levels when eaten regularly. Oats and other wholegrains are also a key component of a gut-friendly diet because cereal fibre has been shown to support healthy digestion. So, however you choose to consume your oats, you can be sure to reap some amazing benefits!”
