UK | Consumers are increasingly swayed by and searching for health solutions through their diets, which has driven the popularity of bone broth. Waitrose has responded to this surge in customer interest by introducing Borough Bone Broth to its shelves, with searches for 'bone broth' on the retailer's website experiencing a remarkable 163 percent increase compared to the previous year. This move has proven to be a success, as sales have soared by nearly 50 percent (48 percent) over the past three months, reflecting the growing popularity of bone broth and its suggested health benefits.
Bone broth, despite its simple composition of simmered animal bones, offers more than just a savoury flavour – it can contribute to supporting a healthy diet. Research indicates that bone broth can be a rich source of nutrients, including proteins, calcium, and magnesium. Simmering animal bones in water facilitates the absorption of these beneficial nutrients and minerals into the cooking water, which can be consumed directly or used in various cooking applications.
The trend of bone broth has gained significant traction on social media platforms, with the hashtag #bonebroth amassing nearly 300 million views on TikTok. Celebrities such as Kylie Jenner, Davina McCall, and Gwyneth Paltrow have also endorsed and praised bone broth, further fueling its popularity.
Waitrose's Borough Bone Broth has not only met the demands of a health-conscious market but has also received positive attention from renowned figures. Martyn Lee, Executive Chef at Waitrose, shares a tip for crafting homemade bone broth – emphasising the importance of extracting maximum flavour and nutrients from bones through techniques like caramelisation.
Collagen, constituting approximately 30 percent of the body's protein, is a key component of bone broth. As individuals age, natural collagen production decreases. Recognising this, customers are exploring collagen-rich bone broth to benefit from its nutritional advantages. Searches for 'collagen' on Waitrose.com have surged by 78 percent, indicating a broader interest in collagen-related products. For those hesitant to embrace the bone broth trend, alternatives like Vital Proteins Collagen Peptides are available as supplements to incorporate into daily routines.
Emer Lowry, a Nutritionist at Waitrose, notes a shift in customer focus from removing items from their diets to incorporating more nutritious foods. While research on the benefits of bone broths is still evolving, broths containing collagen, a muscle-supporting protein, can form the basis of a healthy, balanced meal. Lowry recommends enhancing bone broth with various colourful plants, starchy carbohydrates, and high-quality protein for a well-rounded and nourishing meal.
