Demand for miso paste in Britain has seen a substantial increase over the past year, with sales rising by 41 percent, according to new figures from retailer Waitrose. Sales of miso soup paste also experienced a notable surge, up 22 percent.
Retailers attribute this spike to miso's evolving perception among health-conscious consumers. Alice Goudie, a nutritionist at Waitrose, stated that miso is increasingly viewed as a "modern wellness staple," celebrated for its fermented properties. "As a traditional fermented soya bean paste, miso contains live bacteria that may provide benefits to support our gut health," Goudie explained. "With health–conscious customers increasingly looking for delicious ways to support their microbiome, miso has quickly become a modern wellness staple."
Miso, a Japanese paste made from fermented soybeans, salt, and kōji (a fungus), is known for its umami flavor. It is used in various dishes, including soups, broths, and pasta sauces. Specific product sales at Waitrose highlight the trend, with "Miso tasty ramen paste" sales increasing by 41 percent, "Ottolenghi miso paste" by 33 percent, and "Miso tasty soup paste" by 22 percent compared to the previous year. Online searches for "miso" on Waitrose.com have also dramatically increased by 457 percent, with searches for "white miso recipes" rising by 245 percent.
Lucy White, World Food Buyer at Waitrose, noted that miso has moved beyond being a niche ingredient and is becoming a convenient, versatile, and umami-rich essential for home cooks, akin to stock cubes. This rise is also part of a broader trend towards foods with strong umami flavors. Lizzie Haywood, Trend Innovation Manager, observed a significant shift "away from one-dimensional saltiness toward the 'savoury depth' found in fermented foods like miso." This preference for lingering, satisfying flavors is leading consumers to use umami-rich ingredients like miso to achieve complex tastes quickly.
The growing popularity of miso is also evident on social media platforms, where users frequently share recipes. Examples include miso mushroom pasta, praised for its unique depth of flavor, and miso cod with brothy rice, highlighted for being both healthy and comforting. Celebrities, such as Bake Off star Crystelle Pereira, have also publicly shared their affinity for the ingredient.
Umami, the fifth basic taste recognized alongside bitter, salty, sour, and sweet, translates from Japanese as "deliciousness" or "savouriness." It provides a "meaty" flavor and is formed by glutamates. While recognized in Eastern cultures for over a century, it gained broader Western recognition after 2009. Umami is naturally present in foods like meats, cheeses, and mushrooms, and is the principle behind flavor enhancers like monosodium glutamate (MSG).