UK | Waitrose has reported soaring demand for miso, with it now playing a role similar to stock cubes: a high-convenience, versatile, umami-based essential.
Lucy White, World Food Buyer at Waitrose, said miso has moved well beyond a niche ingredient and is starting to play a similar role to stock cubes: a high-convenience, versatile, umami-based essential for everything from a quick desk-side soup to a last-minute stir-fry.
She has observed a real surge in 'grab-and-go' liquid miso sachets. These handy, pre-portioned packs have become 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 percent
- Ottolenghi miso pesto +33 percent
- Miso tasty soup paste +22 percent
In the last 6 months, sales for:
- Miso easy sachets +94 percent
Compared to this time last year, searches on Waitrose online for:
- Miso +457 percent
- Miso sachets +67 percent
- Miso paste +48 percent
- Miso soup +70 percent
- Miso pesto +233 percent
- White miso recipes +245 percent
Lizzie Haywood, Trend Innovation Manager, mentioned 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,” said Haywood.
“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, added that 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 support gut health. The depth of colour in miso 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.
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