Future food trends revealed by Waitrose

Anyone fancy a nice bit of potato milk in their tea? Because that’s just one of the future food trends identified by Waitrose in it’s 2021 report.

We’ve seen non-dairy milks such as oat, soy and almond milk soar in popularity over recent years, and now it’s the turn of the humble potato to get in on the act. “Low in sugar and saturated fat, it’s set to dominate coffee shop menus in the coming months” says Waitrose.


Another future food trend identified by the brand is a renewed focus on breakfast, brought on by an increase in working from home. “With fewer commutes to work, families have more time together at the breakfast table” says the report.

A survey carried out during the first lockdown revealed that less time commuting meant more time cooking up traditional breakfast staples, with a 68 per cent increase in eggs being eaten for breakfast and bacon up by 21 per cent. “People are becoming more adventurous when it comes to the first meal of the day, with dishes such as shakshuka and Mexican breakfast burritos growing in popularity” says Waitrose.

In terms of ingredients, it is umami that Waitrose is hedging its bets on. “The Japanese word is one of five basic tastes – along with sweet, bitter, salty and sour – and is akin to a savoury flavour (it translates as ‘please savoury taste’)” says the report. Sales of Waitrose’ Umami Pasta are already up 17 per cent compared to 2019.

Of course, environmental issues play a key role in shaping our future eating habits, and Waitrose’ predictions reflect that. They suggest that diets focused on reducing our carbon footprints will gain in popularity. They also flag rewilding of agricultural land as a growing movement, helping to restore ecosystems and mitigate climate change.


It’s not just future food trends that Waitrose have explored – booze gets a look in too. “Premium pre-batched cocktails in a bottle are set to be huge” says Waitrose, highlighting this as a cost-effective way to enjoy cocktails as you don’t need to buy all the separate ingredients. Cheers to that.