- Searches on Waitrose.com for miso, miso recipes and miso sachets soaring +457%, 245% and 67% compared to this time last year, respectively
- Sales of miso paste and soup paste +41% and 22% compared to this time last year, with sales of miso sachets +94% in the last 6 months, respectively
- Driven by a movement towards umami-rich, savoury depth in cooking and gut health
Waitrose reports soaring demand for miso, with it now playing a similar role to stock cubes - a high convenience, versatile and umami based essential.
Lucy White, World Food Buyer at Waitrose, says: "Miso is officially flying off the shelves! It’s clear that miso has not only moved way beyond a niche ingredient; but it's starting to play a similar role to stock cubes - it’s now a high-convenience, versatile and umami based essential for everything from a quick desk-side soup to a last-minute stir-fry. We've noticed a real surge in 'grab-and-go' liquid miso sachets. These handy, pre-portioned packs are the perfect starting point for anyone who might feel a bit intimidated by a whole jar, making it easy to experiment with that deep umami flavour with zero prep."
Compared to this time last year, sales for:
- Miso tasty ramen paste +41%
- Ottolenghi miso pesto +33%
- Miso tasty soup paste +22%
In the last 6 months, sales for:
- Miso easy sachets +94%
Compared to this time last year, searches on Waitrose.com for:
- Miso +457%
- Miso sachets +67%
- Miso paste +48%
- Miso soup +70%
- Miso pesto +233%
- White miso recipes +245%
Lizzie Haywood, Trend Innovation Manager, says: "We're seeing a significant move away from one-dimensional saltiness toward the 'savoury depth' found in fermented foods like miso. This includes specific types of miso, like white or red to add different flavour profiles. It's no longer just about heat or sweetness; it's about that lingering, mouth-watering satisfaction that makes simple meals feel truly indulgent. By using umami-rich shortcuts like miso sachets, home cooks are now achieving delicious flavour complexity in minutes without the need for long-simmered stocks."
Alice Goudie, Nutritionist at Waitrose, says: "Miso is no longer just viewed as a fantastic flavour enhancer; it's now celebrated for its fermented credentials. As a traditional fermented soya bean paste, miso contains live bacteria that may provide benefits to support our gut health. The depth of colour in miso actually tells a story - the deeper the shade, the longer it has been fermented. With health-conscious customers increasingly looking for delicious ways to support their microbiome, miso has quickly become a modern wellness staple."
Notes to Editors
About Waitrose
Waitrose is the Home of Food Lovers, serving customers with exceptional quality products and expert service.
Part of the John Lewis Partnership - the UK’s largest employee-owned business - Waitrose has over 320 shops and a strong online business. It also has agreements with brands like Welcome Break and Shell, further bolstering its local footprint.
It works closely with British farmers and suppliers, and is a market-leader for animal welfare and responsible sourcing - using sustainable farming methods, including on its very own farm, the Leckford Estate.
Waitrose holds a Royal Warrant as Grocer and Wine & Spirits Merchant to His Majesty King Charles III.
