Sales of miso paste in Britain have seen a significant increase over the past year, with figures from Waitrose revealing a 41% rise in demand for the Japanese condiment. Demand for miso soup paste also surged by 22% in the same period.
Nutritionists attribute this surge to miso's growing recognition as a "modern wellness staple." Alice Goudie, a nutritionist at Waitrose, noted that miso is now celebrated not just for its flavor but also for its fermented qualities, which may offer benefits for gut health. As consumers increasingly seek ways to support their microbiomes, fermented foods like miso have become a popular choice.
Miso, a traditional Japanese soybean paste known for its umami flavor, is made by fermenting soybeans with salt and a fungus called aspergillus oryzae. It can be incorporated into various dishes, including soups, broths, and pasta sauces.
Waitrose reported that sales of its "Miso tasty ramen paste" increased by 41% compared to the previous year, while sales of "Ottolenghi miso paste" rose by 33%, and "Miso tasty soup paste" by 22%. Online searches for "miso" on Waitrose.com have also dramatically increased by 457%, with searches for "white miso recipes" up by 245%.
Lucy White, World Food Buyer at Waitrose, commented that miso is moving beyond a niche ingredient and is becoming a versatile pantry essential, comparable to stock cubes for quick and flavorful meals. This trend aligns with a broader consumer interest in foods with strong umami flavors, offering a "savoury depth" that moves beyond simple saltiness.
This growing popularity is also evident on social media, where users share recipes for dishes like miso mushroom pasta and miso cod. Bake Off star Crystelle Pereira has also publicly expressed her fondness for miso.
Umami, the fifth basic taste after bitter, salty, sour, and sweet, translates from Japanese as "deliciousness" or "savouriness." While recognized in Eastern cultures for over a century, it gained wider Western recognition after 2009. It is found naturally in ingredients like meats, cheeses, and mushrooms, and is the basis for flavor enhancers like monosodium glutamate (MSG).