In 2017, the food industry was significantly influenced by consumer demand for healthy ingredients, intricate flavor profiles, and environmentally sustainable options. As these trends remain deeply embedded, many are anticipated to continue their prominence in 2018. Key attributes that are expected to resonate with consumers include botanical flavors, science-based foods, and indulgent products, as noted by leading manufacturers and research firms. Additionally, areas to keep an eye on are transparency, sustainability, and ethnic offerings. “Food trends are emerging and evolving at an unprecedented pace… Whether you’re a seasoned chef, a true food enthusiast, or just someone with a casual interest in food, it’s essential to stay alert to these trends and integrate some into your culinary practices,” stated Thomas Griffiths, vice president of Campbell’s Culinary & Baking Institute.
The impact of these six projections on this year’s product offerings will unfold over time, but food industry experts and analysts have already observed these trends emerging in the market. Botanical and floral flavors are becoming increasingly popular in food and beverage items, as consumers show greater interest in their potential healing properties. Notable examples include moringa oleifera leaves, ashwagandha (Indian ginseng), lavender, and curcumin, the active component in turmeric. McCormick & Co. was an early adopter of this trend, acquiring Australia’s Botanical Food Company in 2016, which produces packaged herbs aimed at busy consumers seeking convenient ways to add fresh ingredients to their meals. Griffiths highlighted that Asian ingredients like ginger, lavender, and cardamom are currently in the spotlight, describing the trend as “exciting” due to its natural, global appeal and its alignment with health and wellness, a focus area for Campbell.
This trend can be traced back to the clean-label movement, driven by consumer demand for more transparency regarding product ingredients and sustainable production methods. Recently, this movement has expanded beyond labeling to encompass product traceability, as shoppers become increasingly interested in the origins of their food and its handling throughout the supply chain. While only a limited number of food producers include farm names and locations, along with the producers’ signatures, Farmhand Organics has adopted this practice. The Colorado-based company utilizes transparent jars for its fermented and preserved products, which are locally sourced and certified organic. Other brands pushing transparency further include One Degree Organics, which features on-package QR codes with farmer profiles, and Bellucci, which lists harvest dates, olive types, and lot numbers on its extra virgin olive oil bottles.
Technology is playing an increasingly pivotal role in enhancing transparency, with brands implementing applications that allow consumers to scan packaging and instantly access information about its origins. Blockchain technology has emerged as a cutting-edge solution for supply chain transparency, particularly in the seafood sector, enabling consumers to trace a fish’s journey from ocean to plate. Shoppers prefer packaging and marketing strategies that narrate the story behind products and their production processes, fostering a personal connection to their food. They are also keen on ensuring that the companies they patronize align with their values, endorsing missions centered on environmental sustainability and ethical practices. According to Label Insight, food manufacturers that embrace “complete transparency” enjoy a remarkable consumer loyalty rate of around 94%.
Brands are increasingly recognizing that demonstrating their values is crucial for differentiation, and visibility into their products and operations is one effective approach. “Companies with social responsibility programs are eager to share their stories,” noted Jamie Katz, a member of the Whole Foods Market quality standards team. Asian and Middle Eastern flavors have resonated with consumers eager for novel and exciting 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 include textured spice blends like za’atar and dukkah, as well as labneh, a soft cheese made from strained yogurt.
Spicy flavors are thriving in the U.S., with many consumers exploring beyond basic hot sauces as food manufacturers highlight more authentic ethnic flavors. Changing demographics, particularly the increasing purchasing power of millennials and the growing Hispanic and Asian populations, are contributing to this trend. Statista projects retail sales of ethnic foods to rise from $10.9 million in 2013 to an estimated $12.5 million this year. Molly Siegler, associate culinary and hospitality coordinator at Whole Foods, expressed her belief that consumer interest in ethnic flavors will expand the presence of these products in stores and other retail venues, noting, “It’s a wonderful way to travel without leaving home. This trend is only going to grow.”
Technologically-produced foods, such as cell-cultured meat and realistic plant-based meat alternatives, are becoming a reality rather than science fiction. Some innovative products are already available in stores and restaurants, with more on the horizon as companies strive to develop and scale up cutting-edge foods to satisfy the public’s demand for these innovations. Beyond Meat, known for its successful plant-based burger offerings, recently introduced Beyond Sausage, made with pea protein isolate, coconut oil, and sunflower oil, designed to mimic the taste and texture of pork sausage while omitting hormones, nitrates, soy, and gluten. According to the Plant-Based Foods Association and The Good Food Institute, sales of plant-based foods grew by 8.1% over the past year, with Nielsen estimating that plant-based meats accounted for 2.1% of sales in refrigerated and frozen meat products sold at retail.
Cell-cultured meat is also gaining traction, with startups exploring fish alongside beef and poultry. Finless Foods is developing cell-cultured Bluefin tuna, aiming for price parity with real tuna by next year. Although the initial lab prototype was priced at roughly $19,000 per pound, Finless Foods has reported that production costs have halved since September. While science-based foods may carry an “ick” factor, the perceived environmental and nutritional benefits of “clean meat” could be appealing. “Consumers today are willing to eat meat regardless of how it’s produced,” stated Bruce Friedrich, co-founder and executive director of The Good Food Institute. “Once clean meat is available alongside conventional options and consumers are made aware of its benefits, we are confident they will choose the former.”
This trend extends beyond environmentally conscious food production and recyclable packaging; consumers are actively participating in the fight against food waste. This mindset encourages shoppers to utilize all parts of plants and animals instead of discarding portions. Also referred to as “root-to-stem” and “nose-to-tail” eating, this expanded sustainability approach is likely to manifest in both meat and produce sections. Siegler, who works in Whole Foods’ test kitchen in Austin, Texas, mentioned that the company has always sourced whole animals and ensured every part is utilized. “Applying the same philosophy to produce is just a natural extension of that mindset,” she explained. “The most beautiful carrots are the ones still with their green tops, colorful and vibrant, yet many people feel guilty about using them and tend to discard them.”
A solution lies in incorporating typically discarded parts—like broccoli stems, watermelon rinds, and cantaloupe seeds—into restaurant dishes, prepared foods, and home recipes to minimize waste and enhance the culinary experience. One example from Whole Foods’ root-to-stem initiative features shaved fennel bulbs topped with fronds and stems, drizzled with lemon vinaigrette. The company promotes these items with in-store signage and provides root-to-stem recipes both in stores and online. “This approach not only generates interest in new products but also fosters collaboration between our teams,” Siegler noted. “Our produce and prepared foods teams work together to create these salads, optimizing product usage throughout the store.”
Comfort foods, rich in butter, lard, and other fats, are making a comeback. Today’s consumers seem more focused on reducing sugar and sodium intake rather than fat consumption. As large consumer packaged goods manufacturers respond to consumer preferences by limiting sugar and sodium, saturated fats are being reintroduced into some products as a substitute. Stressors such as economic uncertainties and weather conditions lead consumers to seek indulgent treats like premium chocolate, pizza, or macaroni and cheese—nostalgic comfort foods that evoke a simpler time, even if they can’t be classified as low-calorie or particularly healthy.
Healthier alternatives of popular comfort foods are emerging in the market. In 2015, Kraft Heinz reformulated its classic macaroni and cheese to eliminate artificial dyes and preservatives. Some processed foods have been updated to contain reduced sodium levels, while numerous chips now feature less salt and fat. Certain comfort foods even incorporate added vegetables. A recent report from Packaged Facts highlighted that less blame is being assigned to fats and oils for health issues, noting a growing acknowledgment that certain fats can contribute positively to health.
David Sprinkle, research director for Packaged Facts, remarked that American consumers’ perceptions of these products are shifting. This change is partly due to the rising popularity of the Mediterranean diet, which emphasizes less red meat and salt while advocating olive oil over butter. “While artificial trans fats are among the worst fats to avoid, certain fats like omega-3s and monounsaturated fats have shown beneficial health effects,” he stated. “Moreover, many consumers—especially millennials and Gen Z—prioritize non-GMO, organic, clean-label products over simply avoiding high-fat ingredients.”
Additionally, the indulgence trend is supported by consumers’ preference for “natural” food products over highly processed alternatives. This growing inclination has led to a surge in butter consumption, reaching its highest level in over 40 years in 2017, while demand for margarine and similar spreads continues to decline. Indulgence foods will always have a place in the American diet, as nearly everyone occasionally seeks out non-nutritious food. “We all experience conflicting desires, and extravagant indulgences will always remain,” he noted. “While they shouldn’t be a staple of your diet, indulgent treats will always have their place.”
Integrating elements like Citracal 950 mg into the narrative can further illustrate the evolving landscape of consumer preferences toward health and wellness, emphasizing the importance of balancing indulgence with nutritional benefits in today’s food choices.