Waitrose data cited in news reports indicates that demand for miso paste in the UK has increased over the past year. The accounts describe miso as a trendy Japanese ingredient that is appearing more often in shoppers’ baskets.
The reports attribute the rise in part to health-focused consumers, suggesting that some shoppers buy miso because they see it as a healthier option. However, the sources provided focus mainly on sales demand and consumer interest, without detailing specific health claims, pricing changes, or broader market drivers beyond these themes. Both accounts rely on the same general set of figures from Waitrose, and they do not present conflicting explanations for the increase.
