Britons already eat potatoes boiled, baked, roasted and mashed however now the standard spud is being milked for all its value, with potato milk set to be the following massive factor.
It’s tipped as a challenger to massive promoting alt-milks produced from oats, almonds and soy, with the grocery store Waitrose predicting shoppers will quickly be including it to their procuring trolley or ordering potato milk lattes in espresso retailers.
Gross sales of plant milk are booming within the UK with the market now value about £400m a 12 months as Britons scale back their consumption of animal merchandise. Lately the excitement has been round oat milk, due to the success of the modern Swedish model Oatly, however in its annual food and drinks report Waitrose predicts that “now it’s the flip of the potato”.
Alice Shrubsall, the grocery store’s different milk purchaser, mentioned extra folks have been incorporating plant-based milks of their weight loss program, whether or not that concerned a “splash of oat milk of their morning espresso or a coconut milk scorching chocolate within the afternoon”. In response to the rising curiosity being proven by shoppers, she mentioned the retailer was planning to develop its alt-milk vary to incorporate potato milk.
In February, Waitrose will begin stocking the Swedish potato milk model Dug which is owned by the startup Veg of Lund. Dug claims to be probably the most sustainable alt-milk in the marketplace with its system based mostly on analysis by Prof Eva Tornberg at Lund College. It says the potato milk tastes scrumptious and creamy, and it has additionally created a foaming barista model that “received’t ever separate in your espresso or tea”.
The Waitrose report, which relies on evaluation of its gross sales knowledge for the previous 12 months in addition to a ballot of two,000 shoppers, additionally factors to the rise of a brand new weight loss program regime it calls “climatarianism”. Practically 70% of these surveyed mentioned the carbon footprint of their meals was both “very” or “considerably” essential to them. A “5:2” weight loss program, which includes consuming vegetarian meals 5 days per week, was additionally gaining popularity.
The train additionally highlights the rising affect of social media platforms resembling TikTok and Instagram on UK meals tradition. Three-quarters of the 18- to-24-year-olds who Waitrose spoke to used the websites for meals inspiration throughout lockdown, whereas one in 12 folks throughout all age teams posted an image of their meals on social media – or despatched a snap to a buddy – within the day main as much as its ballot.
Viral recipes are actually a transparent affect on gross sales, it says. Within the spring pesto was in demand when pesto eggs have been all the fashion on TikTok, whereas this autumn gross sales of air fryers, used to make the brand new consolation meals pasta chips, have taken off at Waitrose’s sister chain John Lewis.
Whereas the lockdowns could also be over, for some folks they’ve resulted in everlasting way of life modifications. Practically half of these polled mentioned they deliberate to exit much less. However that isn’t to say they’re residing like hermits. They instructed Waitrose they’re planning dinner events or making use of gardens the place one in 10 had put in an out of doors bar.