Waitrose Reveals Top Food Trends For 2021
In a year like no other, our attitudes towards what we eat, the way we eat and the way we shop have been fundamentally reshaped by the pandemic. While our tastes are constantly changing, 2020 has seen a return to classics and retro favourites as people seek comfort from the food and drink they enjoy.
As we look to 2021, Waitrose has predicted the foodie fashions and top tipples we can expect to see leading the way.
ASIAN INSPIRATION
With such a wide variety of flavours and dishes, from Kung Pao Chicken to Okonomiyaki, Asian food culture has seen a consistent rise in popularity and this is set to continue into 2021. As tasty as they are versatile, store cupboard essentials from Asia are the fastest growing in the Waitrose Cooks’ Ingredients range - and Waitrose has seen sales of Chinese Rice Vinegar up 194%, Mirin Rice Wine up 188% and Japanese Rice Vinegar up 180%.
One Asian dish that has caused a social media stir has been the Tornado Omelette - a traditional Korean made famous throughTikTok. The dish is created by using chopsticks to whisk eggs in a hot pan - incidentally eggs sales increased by 22% in 2020.
BACKING BRITISH
Provenance, animal welfare, taste and value have never mattered more. There is an ever-growing interest in ethical sourcing, and as more people become worried farming standards from overseas, 2021 will be the year of choosing to buy more British and organic produce.
British seafood is back in the spotlight, with sales having tripled over the last six months and clams, cockles, mussels and oysters proving particularly popular.
Sales of the Waitrose Duchy Organic range are also up 13% in total, while sales of organic chickens are up 42% and vegetables are up 23% - with Waitrose selling 375 bags of its Duchy Organic carrots every hour.
FAVOURING FLAVOUR
Following in the footsteps of gin, flavoured vodka is set to be the top spirit of choice for many throughout 2021. Without the heady botanicals of gin, it is amazingly versatile in a wide range of homemade cocktails and with so many fun flavours to choose from - such as fir, rhubarb and marmalade - the possibilities are endless.
SPRITZERS
Mediterranean food isn’t the only trend from across the channel. Straight from the Med - spritzers in a highball glass are also having their time in the limelight. Think sherry or white port, served simply with tonic and ice for a refreshing, long drink, or go the extra mile and add a fruity twist.
With many flavoursome options to choose from - including an Orange and Ginger Wine Spritzer and Fruity gin spritzer - these drinks are set to become more mainstream in 2021.
IT’S FERMENT TO BE
Preserving is where it’s at right now. Originally introduced as a method of preservation, fermentation continues to be one of the fastest growing trends amongst shoppers and home cooks.
With an increase in time spent at home, the nation is experimenting with preservation techniques using spare cupboard food, whilst reducing waste continues to be high on the criteria. UK social media mentions of preserving and fermenting are up by 28% and searches on Waitrose.com for ‘pickling’ are 222% higher.
As well as fermenting at home - Waitrose continues to see a rise is sales of fermented favorites such as sourdough and kimchi - the classic Korean dish made by fermenting cabbage and carrots in a flavoursome, spicy sauce - as well as the popular fermented drink kombucha.
AT HOME EXPERIENCES
At home dining has taken on a greater significance - with almost two thirds of Brits saying mealtimes have become more of an event - and this has driven more people to recreate restaurant-style meals at home.
But recreating experiences at home doesn’t stop at food. Sales of ‘bean to cup’ coffee machines at John Lewis are up 64% and coffee beans at Waitrose up 44% as people look to replicate a coffee shop vibe at home. While at-home cocktail bars, cinemas and music festivals have been popping up in homes and gardens - a trend set to continue throughout 2021.
ENDS
For more details, please contact the Waitrose press office at ZPR on waitrose@z-pr.com