Miso is becoming a supermarket staple as shoppers turn to the fermented ingredient for quick flavour, gut health credentials and the savoury depth associated with the wider umami trend.

Waitrose said demand for the Japanese-style paste has accelerated across both search and sales data, with customers increasingly treating it as a versatile kitchen shortcut rather than a niche world foods ingredient. The retailer said miso is now being used in everything from desk-side soups to stir-fries and sauces, positioning it as a modern alternative to the stock cube.

“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” says Lucy White, world food buyer at Waitrose.

Searches on Waitrose.com for miso, miso recipes and miso sachets are up 457 per cent, 245 per cent and 67 per cent respectively compared with this time last year.

Sales of miso paste and soup paste have risen 41 per cent and 22 per cent year on year, while sales of miso sachets are up 94 per cent in the past six months.

White explains: “We’ve noticed a real surge in ‘grab-and-go’ liquid miso sachets. These handy, pre-portioned packs are 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.”

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The strongest recent growth has come from single-serve and pre-portioned formats, suggesting convenience is helping broaden miso’s appeal beyond scratch cooks. Waitrose said liquid sachets are lowering the barrier to entry by giving shoppers an easy way to trial the ingredient without committing to a full jar.

In the past six months, sales of miso easy sachets have increased 94 per cent.

Lizzie Haywood, trend innovation manager, adds: “We’re seeing 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.

“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 shift also reflects the growing role of gut health in mainstream grocery. As shoppers look for functional ingredients that can be added easily to everyday meals, fermented foods such as miso are gaining relevance beyond specialist health food aisles.

“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 provide benefits to support our gut health,” notes Alice Goudie, nutritionist at Waitrose.

“The depth of colour in miso actually 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.”

Waitrose is not the only business seeing such demand for miso. Japanese producer of organic and traditional miso paste Hikari Miso reported that Japanese Ministry of Finance data showed UK miso exports from Japan tripled over the previous decade.

The demand also shows little sign of slowing. One estimate put the UK miso market at around US$73.8m in 2025, forecasting approximately 6.7 per cent CAGR to 2034. Another more conservative forecast estimates around 4.4 per cent annual growth through 2036.

Stewart Dean, supply chain director at Waitrose will be speaking at this year’s Grocery Horizons event. Held on 18 November at Tottenham Stadium, London, this conference will bring together leaders within the grocery industry, with lots of dedicated time to network and build connections in an exceptional environment.