According to a new report from Waitrose, in the New Year the British will be sipping flavored vodka, eating fermented food and continuing to enjoy fine dining at home.
In a year like no other, the pandemic has fundamentally changed our attitudes towards what we eat, how we eat and how we shop.
While our tastes are constantly changing, 2020 returned to classics and retro favorites as people seek solace from the food and drink they enjoy.
Looking ahead to 2021, Waitrose has predicted the gourmet fashion and top tipples that we can expect as trailblazers.
In a year like no other, the pandemic has fundamentally changed our attitudes towards what we eat, how we eat and how we shop. While our tastes are constantly changing, 2020 returned to classics and retro favorites as people seek solace from the food and drink they enjoy. Sherry spritzer is shown
ASIAN INSPIRATION
With such a wide variety of flavors and dishes, from Kung Pao Chicken to Okonomiyaki, Asian food culture has seen a steady surge in popularity and is expected to continue through 2021.
As delicious as they may be, the most important food cabinets from Asia are growing the fastest in the Waitrose Cooks’ Ingredients range – and Waitrose saw an increase in Chinese rice vinegar by 194 percent, mirin rice wine by 188 percent and Japanese rice vinegar by 180 percent .
One Asian dish that made a splash on social media was the tornado omelette – a traditional Korean dish made famous by TikTok.

One Asian dish that made a splash on social media was the tornado omelette – a traditional Korean dish made famous by TikTok

Step by Step: Simple Instructions for Making Your Own Tornado Omelette at Home
The dish is made with chopsticks to whisk eggs in a hot pan – by the way, egg sales increased 22 percent in 2020.
Earlier this month, Waitrose reported that the overnight search for liquorice had skyrocketed thanks to the “nigella effect”. The supermarket said it had searched 29 percent more for salty sweets since the program was broadcast.
Korean gochujang chili paste, mace, and smoked peppers, highlighted as essential in Nigella’s pantry, saw sales jump 49 percent, 149 percent and 70 percent, respectively, as customers stock up on new staples for pantries
BACKING BRITISH

The fishing rights were a major negation point of the Brexit agreement, which is due to come into force on January 1st. As a result, British seafood is back in the spotlight. Sales have tripled in the past six months, and clams, cockles, clams, and oysters have proven particularly popular. A fish market is pictured in Glasgow
Provenance, animal welfare, taste and value have never been so important. Interest in ethical sourcing is growing all the time, and as more people worry about overseas farming standards, 2021 will be the year more British and organic produce will be purchased.
The fishing rights were a major negation point of the Brexit agreement, which is due to come into force on January 1st. As a result, British seafood is back in the spotlight. Sales have tripled in the past six months, and clams, cockles, clams, and oysters have proven particularly popular.
Sales of the Waitrose Duchy Organic range also increased by a total of 13 percent, while sales of organic chickens rose by 42 percent and vegetables by 23 percent. Waitrose sold 375 bags of its Duchy Organic carrots every hour.
FAVORING FLAVOR

Following in gin’s footsteps, flavored vodka will be the number one choice for many in 2021. Without the heady botanicals of gin, it’s amazingly versatile in a wide variety of homemade cocktails and with so many fun flavors to choose from – like fir, rhubarb, and jam – the possibilities are endless. Vodka with Black Cow flavor is shown
Flavored vodka is following in gin’s footsteps and will be the number one choice for many in 2021.
Without the heady botanicals of gin, it’s amazingly versatile in a wide variety of homemade cocktails, and with so many fun flavors – like fir, rhubarb, and jam – the possibilities are endless.
IT IS TO BE FERMENT
Conservation is where it is. Originally introduced as a preservation method, fermentation remains one of the fastest growing trends among buyers and home cooks.
As the amount of time spent at home increases, the nation is experimenting with preservation techniques using substitute food while reducing waste remains a high priority. UK social media mentions of canning and fermenting are up 28 percent, and searches for “pickling” on Waitrose.com are up 222 percent.
In addition to fermenting at home – Waitrose continues to see sales of fermented favorites like sourdough and kimchi – the classic Korean dish made by fermenting cabbage and carrots in a tasty, flavorful sauce – and the popular fermented drink kombucha continue to grow.
The biggest lockdown trend in breadmaking was sourdough, with 115,000 related page views on the BBC Good Food website between March and May – up 900 percent year over year.

Waitrose continues to see sales of fermented favorites like sourdough and kimchi – the classic Korean dish made from fermented cabbage and carrots in a tasty, flavorful sauce – and the popular fermented drink, kombucha, continue to grow. The biggest lockdown trend in breadmaking was sourdough, with 115,000 related page views on the BBC Good Food website between March and May – up 900 percent year over year
AT HOME EXPERIENCES
At home, eating has become more prominent – nearly two-thirds of Britons say meal times have become more of an event – and this has led more people to recreate restaurant-style meals at home.
However, recreational experiences at home don’t stop with eating.
Bean to Cup coffee machine sales at John Lewis are up 64 percent and coffee beans at Waitrose are up 44 percent as people try to recreate the atmosphere of a coffee shop at home.
While at home, cocktail bars, cinemas, and music festivals have popped up in households and gardens – a trend that will continue through 2021.

Eating has become more prominent at home – nearly two-thirds of Britons say meal times have become more of an event – and this has led more people to recreate restaurant-style meals at home.