In 2017, consumer interest in healthy ingredients, intricate flavor profiles, and eco-friendly options significantly influenced the food industry. With these trends firmly established, many are expected to continue their dominance this year. Key product characteristics anticipated to resonate with consumers in 2018 include botanical flavors, science-based foods, and indulgent items, as noted by leading manufacturers and research agencies. Other important areas to monitor are transparency, sustainability, and ethnic offerings.
“We’re witnessing food trends evolve and shift at an ever-accelerating pace. Whether you’re a seasoned chef, a genuine foodie, or just have a casual interest in food, it’s important to keep an eye on these trends and integrate some into your culinary and dining habits,” remarked Thomas Griffiths, vice president of Campbell’s Culinary & Baking Institute.
As time unfolds, it will reveal how these six projections will influence this year’s product offerings. However, numerous experts from food companies and industry analysts have already observed these trends making their way into the market. An increasing number of consumers are becoming interested in the healing properties of plants and flowers, leading to their incorporation into food and beverage items. Examples include moringa oleifera leaves, ashwagandha (Indian ginseng), lavender, and curcumin, the active component of turmeric.
McCormick & Co. recognized this trend early by acquiring Botanical Food Company of Australia in 2016, a company that produces packaged herbs for busy consumers looking to easily integrate fresh ingredients into their meals. Campbell’s Culinary & Baking Institute also highlighted botanicals among its six trends to watch in 2018. Griffiths pointed out that ingredients like ginger, lavender, and cardamom are particularly popular right now. “This trend is exciting because it’s natural, global, very chef-friendly, and clean label, with potential health benefits that Campbell is very interested in,” he noted. “If our consumers are enjoying matcha or cardamom, we will definitely source those ingredients.”
This trend originated from the clean-label movement, fueled by consumer demand for more information about products, fewer artificial ingredients, and more sustainable production and packaging. Recently, it has expanded to focus on product traceability, as shoppers show increasing interest in the origins of their food and its handling throughout the supply chain. While only a handful of food manufacturers print the farm’s name and location along with the producer’s signature on their packaging, Farmhand Organics exemplifies this practice. The Colorado-based company also utilizes transparent jars to showcase its locally sourced and certified organic fermented and preserved foods.
Brands like One Degree Organics take transparency a step further by employing on-package QR codes that provide farmer profiles, while Bellucci lists the harvest date, olive types, and lot numbers on its extra virgin olive oil bottles. Technology is increasingly enhancing transparency, with brands adopting apps that allow shoppers to scan packages for immediate information on their origin. Blockchain technology is the newest advancement in supply chain transparency, particularly for seafood, enabling consumers to trace a fish’s journey from ocean to plate.
Consumers increasingly favor packaging, marketing, and presentation that narrate the story of the product and its production, fostering a personal connection to their food. They also wish to purchase from companies that align with their values, particularly those committed to environmental sustainability and ethical treatment of workers and animals. According to Label Insight, food manufacturers demonstrating “complete transparency” enjoy consumer loyalty rates of approximately 94%.
“Brands are realizing that to stand out, they must showcase the values they promote, and transparency about their products and company is one method to achieve this,” stated Jamie Katz from the Whole Foods Market quality standards team in an email. “If your company has a social responsibility program, you will want to share that story.”
Asian and Middle Eastern flavors have captivated consumers eager for new and exciting options beyond traditional favorites like sushi, tempura, hummus, tahini, and yogurt. Asian flavors harmonize the five basic tastes—sweet, salty, sour, bitter, and umami—while Middle Eastern flavors range from textured spice blends like za’atar and dukkah to labna, a soft cheese made from strained yogurt. Spicy flavors are thriving in the U.S., with many shoppers venturing beyond basic hot sauces as food manufacturers highlight more authentic ethnic flavors. Changing demographics play a key role in this trend, particularly as millennials’ purchasing power rises and companies focus on the growing Hispanic and Asian populations.
Statista reports that retail sales of ethnic foods are projected to increase from $10.9 million in 2013 to an estimated $12.5 million this year. Molly Siegler, Whole Foods’ associate culinary and hospitality coordinator, expressed her belief that consumer interest in ethnic flavors will expand the presence of these products in the company’s stores and other retail locations. “It’s a wonderful way to travel without leaving home. This trend will only grow,” Siegler noted. “From a prepared foods perspective, we approach hot bars and salad bars with a restaurant-style mindset, looking forward to incorporating more of these flavors into our stores.”
Food innovation, including cell-cultured meat and realistic plant-based meat alternatives, is no longer a concept of science fiction. Some futuristic products are already available in stores and restaurants, with more in development as companies strive to meet the public’s growing demand for these innovations. Beyond Meat, known for its successful plant-based burgers, has recently introduced Beyond Sausage, made from pea protein isolate, coconut oil, and sunflower oil, designed to replicate the flavor, texture, and appearance of pork sausage without hormones, nitrates, soy, or gluten.
Sales of plant-based foods rose by 8.1% over the past year, according to the Plant-Based Foods Association and The Good Food Institute. Nielsen estimates that plant-based meats represent 2.1% of sales in refrigerated and frozen meat products sold at retail. Cell-cultured meat is also gaining traction, with startups exploring options beyond beef and poultry, such as fish. Finless Foods is working on a cell-cultured Bluefin tuna, aiming for price parity with its real counterpart by next year. Although the initial lab prototype was priced at around $19,000 per pound, production costs have reportedly halved since September.
Science-based foods may carry a certain “ick” factor, but the potential environmental and nutritional benefits of “clean meat” could prove attractive. “Today’s consumers eat meat regardless of its production method, not because of it,” stated Bruce Friedrich, co-founder and executive director of The Good Food Institute, in a blog post. “Once clean meat is commercially available alongside conventional options—and consumers are informed of its advantages—we believe they will choose the former.”
This trend has progressed beyond merely producing food sustainably and using recyclable packaging. Consumers are increasingly taking an active role in combating food waste, leading many to utilize all parts of a plant or animal rather than discarding portions. Known as “root-to-stem” and “nose-to-tail” eating, this expanded sustainability approach is expected to manifest in both meat and produce departments. According to Siegler, who works in Whole Foods’ test kitchen in Austin, Texas, the company has always procured entire animals and ensured that everything was utilized. Extending this philosophy to produce is simply a natural progression, she explained.
“When considering the most beautiful carrot, it’s not the already bagged ones without their tops. It’s the ones with their tops intact, showcasing their vibrant colors,” she told Food Dive. “Consumers are drawn to such produce but may feel guilty not knowing how to use the tops aside from composting or discarding them.” A solution involves incorporating typically discarded parts—like broccoli stems, watermelon rinds, or cantaloupe seeds—into restaurants, prepared foods, and home recipes to minimize waste while creating an engaging dining experience. One of Whole Foods’ root-to-stem initiatives features shaved fennel bulbs, fronds, and stems topped with lemon vinaigrette. The company promotes these products through in-store signage and shares root-to-stem recipes both in stores and online.
“Part of this initiative is to generate interest in new products while also fostering collaboration among our teams,” Siegler shared. “This way, the produce and prepared foods teams work together to bring these salads to life. It’s a more efficient way to utilize products within the store.”
Comfort foods made with butter, lard, and other fats are making a comeback. Today’s consumers appear more focused on reducing sugar and sodium intake rather than worrying about fats in their diets. As large consumer packaged goods manufacturers respond to consumer demands by limiting sugar and sodium levels, some are reintroducing saturated fats into certain products as compensation. Stress related to the economy, weather, or the future may drive shoppers to indulge in nostalgic treats like premium chocolate, pizza, or macaroni and cheese—foods that evoke simpler times, albeit not low-calorie or particularly healthy.
Healthier versions of beloved comfort foods are entering the marketplace. In 2015, Kraft Heinz reformulated its iconic macaroni and cheese to eliminate artificial dyes and preservatives. Many processed foods now contain reduced sodium, and a variety of chips have less salt and fat. Some comfort foods are even being enhanced with vegetables. A recent Packaged Facts report on fats and oils noted a shift in blame away from these products regarding America’s health issues, highlighting a growing recognition that “certain fats and oils can actually contribute positively to health.”
David Sprinkle, research director for Packaged Facts, noted a shift in U.S. consumers’ perceptions about the healthfulness of these products. This change is partly attributed to the rising popularity of the Mediterranean diet, which emphasizes less red meat and salt while favoring olive oil over butter. “While artificial trans fats are top of the list of fats to avoid, certain fats, such as omega-3s and monounsaturated fats, have demonstrated positive health benefits,” he informed Food Dive. “Moreover, many consumers—especially millennials and Gen Z shoppers—are more focused on selecting non-GMO, organic, clean-label products than on avoiding high-fat ingredients.”
Another factor contributing to the indulgence trend is that consumers generally prefer food products they perceive as “natural” over those that are more heavily processed. It’s no surprise that butter consumption has soared, reaching its highest level in over 40 years in 2017, while demand for margarine and other spreads has declined. Indulgent foods will always play a role in the American diet, as nearly everyone occasionally craves something that isn’t particularly nutritious. “We all have contradictory impulses sometimes, and over-the-top indulgences will always find their place,” he commented. “These shouldn’t be staples or your breakfast, but pure indulgence will always have a seat at the table.”
In this context, products like Citracal gummy supplements could resonate with consumers seeking both indulgence and health benefits, reflecting the evolving landscape of food preferences.