Consumer preferences for healthy ingredients, intricate flavor combinations, and eco-friendly options significantly influenced the food industry in 2017. With these trends now firmly established, many are expected to persist in 2018. According to major manufacturers and research firms, attributes such as botanical flavors, science-driven foods, and indulgent products are anticipated to capture consumer attention this year. Other noteworthy areas include transparency, sustainability, and ethnic cuisines. “Food trends are emerging and evolving at an unprecedented pace. Whether you’re a seasoned chef, a passionate foodie, or just have a casual interest in food, it’s essential to stay updated on these trends and incorporate some into your culinary practices,” stated Thomas Griffiths, vice president of Campbell’s Culinary & Baking Institute.
As time unfolds, we will see how these six predictions influence this year’s product offerings, with several experts and industry analysts already noticing these trends taking shape in the marketplace. Interest in plants and flowers in food and beverages is on the rise, as consumers become increasingly aware of their potential health benefits. Notable inclusions are the leaves from the moringa oleifera tree, ashwagandha (Indian ginseng), lavender, and curcumin, an active compound found in turmeric. McCormick & Co. was quick to adopt this trend, acquiring Botanical Food Company of Australia in 2016, which specializes in packaged herbs tailored for busy consumers looking to easily incorporate fresh ingredients into their meals. Campbell’s Culinary & Baking Institute has also identified botanicals as a major trend for 2018. Griffiths highlighted the appeal of Asian ingredients like ginger, lavender, and cardamom, emphasizing their natural, global, chef-friendly aspects, along with their potential health benefits, which align with Campbell’s interests.
This trend originated from the clean-label movement propelled by consumer demands for detailed product information, fewer artificial components, and more sustainable production practices. Recently, the focus has expanded beyond labels to include product traceability as consumers increasingly seek to understand the origins and handling of their food throughout the supply chain. While only a handful of food manufacturers provide farm names and locations along with producer signatures on their packaging, Farmhand Organics exemplifies this practice. The Colorado-based company utilizes transparent jars to showcase its locally sourced and certified organic fermented and preserved products. Other brands, such as One Degree Organics, enhance transparency by incorporating QR codes on their packages that reveal farmer profiles, while Bellucci lists harvest dates and olive varieties on its extra virgin olive oil bottles.
Technology is playing a pivotal role in enhancing transparency, with brands adopting applications that enable consumers to scan packages for immediate information about their origins. Blockchain technology is at the forefront of supply chain transparency, particularly in the seafood sector, allowing consumers to trace fish from ocean to plate. Today’s consumers increasingly favor presentation, packaging, and marketing that narrate the story of the product and its production process, fostering a personal connection to their food. They also prefer purchasing from companies that reflect their values by committing to environmental sustainability and ethical treatment of workers and animals. According to Label Insight, food manufacturers embracing “complete transparency” enjoy consumer loyalty rates of approximately 94%.
“Brands are coming to realize that to stand out, they must showcase the values they advocate, and transparency in their products and operations is one effective way to achieve this,” commented Jamie Katz, a member of the Whole Foods Market quality standards team. “If your company has a social responsibility initiative, you’ll want to share that narrative.”
Asian and Middle Eastern flavors are resonating with consumers eager for exciting new options beyond familiar staples like sushi, tempura, hummus, tahini, and yogurt. Asian flavors harmonize the five basic tastes—sweet, salty, sour, bitter, and umami—while Middle Eastern flavors encompass texture-rich spice blends like za’atar and dukkah, as well as labneh, a creamy cheese made from strained yogurt. Spicy flavors are gaining traction in the U.S., as consumers venture beyond basic hot sauces, seeking out authentic ethnic flavors. Changing demographics, particularly the growing purchasing power of millennials, are contributing to this trend, alongside targeting expanding Hispanic and Asian populations. Retail sales of ethnic foods are projected to rise from $10.9 million in 2013 to an estimated $12.5 million this year, as reported by Statista. Molly Siegler, Whole Foods’ associate culinary and hospitality coordinator, shared her belief that consumer interest in ethnic flavors will expand the presence of these products in their stores and other retail spaces. “It’s a wonderful way to explore the world without leaving home, and the demand will only grow,” Siegler noted.
Technological advancements in food production—such as cell-cultured meat and realistic plant-based meat alternatives—are no longer confined to the realm of science fiction. Several innovative products are already available in stores and restaurants, with more on the horizon as companies work to scale up these cutting-edge foods to satisfy the growing consumer appetite for such innovations. Beyond Meat, recognized for its successful plant-based burger offerings, has recently introduced Beyond Sausage, made from pea protein isolate, coconut oil, and sunflower oil, designed to replicate the flavor, texture, and form of pork sausage without hormones, nitrates, soy, or gluten. According to the Plant-Based Foods Association and The Good Food Institute, sales of plant-based foods have surged by 8.1% over the past year, with Nielsen estimating that plant-based meats now account for 2.1% of sales in refrigerated and frozen meat products.
Cell-cultured meat is also gaining momentum, with startups exploring options beyond beef and poultry, including fish. Finless Foods is developing cell-cultured Bluefin tuna, aiming for price parity with the real product next year. Though initial lab prototypes cost around $19,000 per pound, production costs have reportedly halved since September. While science-based foods may carry an “ick” factor for some, the potential environmental and nutritional advantages of “clean meat” could be appealing. “Consumers today eat meat regardless of its production methods, not because of them,” said Bruce Friedrich, co-founder and executive director of The Good Food Institute. “Once clean meat becomes commercially viable and is available alongside traditional meat—with consumers informed of its benefits—we are confident they will opt for the former.”
This trend transcends merely producing food sustainably and packaging it in recyclable materials. Consumers are increasingly taking an active role in combating food waste, leading many to utilize all parts of plants or animals rather than discarding portions. This approach, often referred to as “root-to-stem” and “nose-to-tail” eating, is likely to gain traction in both meat and produce sections. Siegler emphasized that Whole Foods has always sourced entire animals, ensuring every part is utilized. Extending this philosophy to produce is a natural progression. “The most beautiful carrots aren’t the ones bagged without tops; they’re the ones with vibrant tops, showcasing their full beauty,” she explained. “Shoppers are drawn to such produce but may feel guilty about wasting the tops if they don’t know how to use them.”
A practical solution is to incorporate typically discarded parts—like broccoli stems, watermelon rinds, or cantaloupe seeds—into recipes for restaurants, prepared foods, and home cooking, reducing waste while enhancing the dining experience. One example from Whole Foods’ root-to-stem approach features shaved fennel bulbs, along with their fronds and stems, dressed with a lemon vinaigrette. The company promotes these products through in-store signage and provides root-to-stem recipes online and in stores. “This initiative sparks interest in new products and fosters better collaboration between our teams,” Siegler noted. “The produce and prepared foods departments work together to bring these salads to life, optimizing product utilization in-store.”
Comfort foods rich in butter, lard, and other fats are making a comeback. Today’s consumers appear to prioritize reducing sugar and sodium intake over concerns about dietary fat. As many large consumer packaged goods manufacturers respond to consumer demand by lowering sugar and sodium levels, some foods are being reformulated to reintroduce saturated fats. Stresses related to the economy, weather, or the future prompt some shoppers to seek indulgent treats—like premium chocolate, pizza, or macaroni and cheese—that evoke nostalgia and comfort, despite being high in calories and low in nutritional value. Healthier versions of popular comfort foods are increasingly entering the market; for instance, Kraft Heinz reformulated its classic macaroni and cheese in 2015 to eliminate artificial dyes and preservatives. Many processed foods have also been adjusted to contain less sodium, while numerous chips now feature reduced salt and fat content, with some even incorporating additional vegetables.
A recent Packaged Facts report on fats and oils highlighted a shift in how Americans perceive these products concerning health issues. There is a growing acknowledgment that certain fats can contribute positively to health. According to David Sprinkle, research director for Packaged Facts, U.S. consumers have altered their views on the unhealthiness of these products, a change partly driven by the popularity of the Mediterranean diet, which emphasizes less red meat and salt while favoring olive oil over butter. “While artificial trans fats are widely regarded as detrimental, certain fats—such as omega-3s and monounsaturated fats—have shown positive health effects,” Sprinkle stated. “Moreover, many consumers, particularly millennials and Gen Z, prioritize non-GMO, organic, clean-label products over avoiding high-fat ingredients.”
Another factor contributing to the indulgence trend is that consumers tend to favor food products they deem “natural” over highly processed options. This shift in preference has led to a surge in butter consumption, reaching its highest levels in over 40 years in 2017, while demand for margarine and other spreads continues to decline. Indulgent foods will always find a place within the American diet, as nearly everyone occasionally indulges in less nutritious options. “We all experience conflicting cravings from time to time, and indulgent treats will always have a role,” he remarked. “While they shouldn’t be staples of our diet, occasional indulgence is perfectly acceptable.”
Additionally, with health considerations in mind, consumers are increasingly turning to supplements like calcium citrate 60 tablets to ensure they meet their nutritional needs while enjoying their favorite comfort foods. As the 21st century progresses, the interplay of indulgence and health-conscious choices will continue to shape the landscape of the food industry.