Asian-inspired dishes will be the biggest food trend of 2021, Waitrose reports says

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The new year will see Brits sipping on flavoured vodka, eating fermented food and continuing with upmarket at home dining, according to a new report from Waitrose.  

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 per cent, Mirin Rice Wine up 188 per cent and Japanese Rice Vinegar up 180 per cent.

One Asian dish that has caused a social media stir has been the Tornado Omelette – a traditional Korean made famous through TikTok. 

The dish is created by using chopsticks to whisk eggs in a hot pan – incidentally eggs sales increased by 22 per cent in 2020.

Earlier this month, Waitrose reported searches overnight for liquorice had shot up thanks to the ‘Nigella effect’. The supermarket said it had seen 29 per cent more searches for the salty sweet since the show aired.

Highlighted as essential in Nigella’s larder, Korean gochujang chilli paste, mace and smoked paprika have seen sales increase by 49 per cent, 149 per cent and 70 per cent respectively – as customers stock up on new store cupboard staples 

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.

Fishing rights were a key negation point in the Brexit deal, set to come into effect January 1 and as such 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 per cent in total, while sales of organic chickens are up 42 per cent and vegetables are up 23 per cent – 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. 

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 per cent and searches on Waitrose.com for ‘pickling’ are 222 per cent higher.

As well as fermenting at home – Waitrose continues to see a rise is sales of fermented favourites 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.

The biggest lockdown trend in bread making was sourdough, with 115,000 related page views on the BBC Good Food website between March and May – up 900 per cent on last year.

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 per cent and coffee beans at Waitrose up 44 per cent 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.