It’s official – Britain has gone crazy for miso!
New figures released by Waitrose have revealed how demand for the trendy Japanese paste has soared over the last year.
Sales of miso paste are up 41 per cent compared to last year, while sales of miso soup paste have surged by 22 per cent.
So, what’s behind this spike?
According to Alice Goudie, Nutritionist at Waitrose, miso is becoming a ‘modern wellness staple’ among health–conscious Brits.
‘Miso is no longer just viewed as a fantastic flavour enhancer; it’s now celebrated for its fermented credentials,’ she explained.
‘As a traditional fermented soya bean paste, miso contains live bacteria that may provide benefits to support our gut health.
‘With health–conscious customers increasingly looking for delicious ways to support their microbiome, miso has quickly become a modern wellness staple.’
It’s official – Britain has gone crazy for miso! New figures released by Waitrose have revealed how demand for the trendy Japanese paste has soared over the last year
Miso is a Japanese flavouring, known for its umami flavour.
It’s made by fermenting steamed soy beans with salt and the fungus aspergillus oryzae (or kōji), and can be used in a range of dishes, including soups, broths, and pastas.
Waitrose’s latest figures show that compared to this time last year, sales of its ‘Miso tasty ramen paste’ are up 41 per cent, of ‘Ottolenghi miso paste’ are up 33 per cent, and of ‘Miso tasty soup paste’ are up 22 per cent.
In addition, searches on Waitrose.com have soared.
Compared to this time last year, searches for ‘miso’ are up 457 per cent, while searches for ‘white miso recipes’ have risen by 245 per cent.
Lucy White, World Food Buyer at Waitrose, said: ‘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.’
Trend Innovation Manager, Lizzie Haywood, explained that the surge in sales is part of a wider trend towards foods with strong umami flavours.
The news will come as no surprise to many miso–loving Brits, who often take to social media to share their favourite recipes
‘We’re seeing a significant move away from one–dimensional saltiness toward the “savoury depth” found in fermented foods like miso,’ she explained.
‘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.’
The news will come as no surprise to many miso–loving Brits, who often take to social media to share their favourite recipes.
@sepps posted a recipe for miso mushroom pasta on Instagram, explaining: ‘This is easy, creamy, and the miso adds a depth of flavour that’s unlike any other pasta dish.’
On TikTok, @comedinewithbrie shared her recipe for miso cod with brothy rice, writing: ‘Me when I have 20 mins to make something healthy but comforting.’
And Bake Off star, Crystelle Pereira, posted a video to TikTok, simply asking: ‘Did you know I’m obsessed with miso?’
