In 2017, consumer interest in healthy ingredients, intricate flavor profiles, and environmentally sustainable options significantly influenced the food industry. With these trends firmly established, many are expected to re-emerge in the current year. Major manufacturers and research firms predict that botanical flavors, science-based foods, and indulgent products will capture consumers’ attention in 2018. Other key areas include transparency, sustainability, and ethnic offerings. “Food trends are emerging and evolving at an accelerating pace… Whether you are a skilled chef, a genuine food enthusiast, or simply have a casual interest in cuisine, it’s essential to stay informed about these trends and incorporate them into your cooking and eating habits,” stated Thomas Griffiths, vice president of Campbell’s Culinary & Baking Institute.
As the year progresses, the impact of these six forecasts on product offerings will unfold. However, industry experts have already noted the emergence of these trends in the marketplace. The incorporation of plants and flowers into food and beverage items is on the rise, as consumers show increasing interest in their potential health benefits. Notable examples include moringa oleifera leaves, ashwagandha, lavender, and curcumin, the active component of turmeric. McCormick & Co. recognized this trend early on by acquiring the Botanical Food Company of Australia in 2016, which produces packaged herbs aimed at busy consumers seeking to easily include fresh ingredients in their meals.
Campbell’s Culinary & Baking Institute has also highlighted botanicals in its list of trends to watch for 2018. Griffiths pointed out that Asian ingredients like ginger, lavender, and cardamom are currently popular. “This trend is thrilling because it is natural, globally inspired, chef-friendly, and has significant potential for health and wellness, which aligns with Campbell’s interests,” he remarked. “If our consumers are consuming matcha or cardamom, we will source those ingredients.”
The clean-label movement initiated this trend, driven by consumer demand for transparency, fewer artificial ingredients, and more sustainable production methods. Recently, this focus on transparency has expanded to include product traceability, as shoppers are increasingly interested in the origins and handling of their food throughout the supply chain. Although only a handful of food manufacturers provide detailed information about the farms behind their products, Farmhand Organics exemplifies this practice by disclosing the farm’s name and location, along with the producer’s signature on their packaging. This Colorado-based company also utilizes transparent jars to showcase its locally sourced and certified organic fermented and preserved food items.
Other brands, such as One Degree Organics, go a step further by including QR codes on their packaging that provide farmer profiles, while Bellucci offers detailed information such as harvest dates, olive types, and lot numbers on its extra virgin olive oil bottles. Technology increasingly facilitates transparency, allowing consumers to scan packages and instantly access information about their origins. Blockchain technology is emerging as the latest innovation in supply chain transparency, particularly for seafood, enabling consumers to trace a fish’s journey from ocean to plate.
Consumers show a growing preference for presentation, packaging, and marketing strategies that narrate the story of the product and its production process, fostering a personal connection to their food. They also want assurance that the companies they support embody their values regarding environmental sustainability and ethical treatment of workers and animals. According to Label Insight, food manufacturers implementing “complete transparency” enjoy consumer loyalty of approximately 94%. “Brands are increasingly recognizing that to stand out, they must demonstrate their promoted values, and visibility into their products and company is a key strategy,” Jamie Katz of the Whole Foods Market quality standards team shared in an email to Food Dive. “If your company has a social responsibility program, it’s crucial to communicate that story.”
Asian and Middle Eastern flavors are resonating with consumers who seek new and exciting options beyond familiar dishes like sushi, tempura, hummus, tahini, and yogurt. Asian flavors effectively balance 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. In the U.S., spicy flavors are becoming increasingly popular, with shoppers exploring authentic ethnic flavors beyond basic hot sauces. Demographic shifts, particularly the rising purchasing power of millennials and the growing Hispanic and Asian populations, are driving this trend. Statista reports that retail sales of ethnic foods are expected to rise from $10.9 million in 2013 to an estimated $12.5 million this year. Molly Siegler, an associate culinary and hospitality coordinator at Whole Foods, believes that consumer interest in ethnic flavors will expand the presence of these products in stores.
Food technology, including cell-cultured meat and realistic plant-based meat alternatives, is no longer confined to the realm of science fiction. Some innovative products are already available in stores and restaurants, with more on the horizon as companies strive to develop and scale state-of-the-art foods to satisfy public demand for these innovations. Beyond Meat, recognized for its plant-based burgers, has recently launched Beyond Sausage, made with pea protein isolate, coconut oil, and sunflower oil, designed to replicate the taste, texture, and shape of pork sausage without hormones, nitrates, soy, or gluten. According to the Plant Based Foods Association and The Good Food Institute, plant-based food sales rose 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.
Cell-cultured meat is also gaining traction as startups explore options beyond beef and poultry, including fish. Finless Foods is developing cell-cultured Bluefin tuna, aiming for price parity with the real product by next year. Although the initial lab prototype cost about $19,000 per pound, production costs have reportedly halved since September. While science-based foods may carry a certain “ick” factor, the environmental and nutritional benefits of “clean meat” could attract consumers. Bruce Friedrich, co-founder and executive director of The Good Food Institute, noted, “Consumers today eat meat despite how it’s produced, not because of how it’s produced. Once clean meat is available alongside conventional meat—and consumers understand its advantages—we are confident they will choose the former.”
This trend extends beyond merely producing food sustainably and selling it in recyclable packaging. Consumers are increasingly taking an active role in reducing food waste, leading many to utilize all parts of a plant or animal rather than wasting some and discarding the rest. Known as “root-to-stem” and “nose-to-tail” eating, this approach to sustainability is expected to gain traction in both meat and produce departments. Siegler, who works in Whole Foods’ test kitchen in Austin, Texas, explained that the company has always purchased entire animals to ensure utilization. She believes applying this mindset to produce is a natural extension. “The most beautiful carrots aren’t the ones already bagged without their tops; they are the ones with their tops intact and come in various colors,” she explained. “People are drawn to such produce but often feel guilty, unsure of how to use the greens other than composting them.”
A solution involves creatively incorporating typically discarded parts—such as broccoli stems, watermelon rinds, or cantaloupe seeds—into restaurant dishes, prepared foods, and home recipes to minimize waste and enhance the eating experience. For instance, one of Whole Foods’ root-to-stem initiatives features shaved fennel bulbs, along with fronds and stems, dressed with lemon vinaigrette. The company promotes these items with in-store signage and provides root-to-stem recipes both in stores and online. “Part of this effort is to generate interest in new products while enabling our teams to collaborate more effectively,” Siegler noted. “The produce and prepared foods teams work together to create these salads, optimizing product utilization within the store.”
Comfort foods rich in butter, lard, and other fats are making a comeback. Today’s consumers appear more focused on reducing sugar and sodium intake than on limiting dietary fat. As many large consumer packaged goods manufacturers work to decrease sugar and sodium levels, some foods are now incorporating saturated fats to balance the recipe. Economic and social stressors lead some consumers to indulge in nostalgic comfort foods like premium chocolate, pizza, or mac and cheese, which are often not low-calorie or particularly healthy. Healthier variations of classic comfort dishes are appearing on the market; for example, Kraft Heinz reformulated its iconic macaroni and cheese in 2015 to eliminate artificial dyes and preservatives. Some processed foods have been adjusted to contain less sodium, while many chips are now lower in salt and fat, with some even incorporating added vegetables.
A recent Packaged Facts report on fats and oils indicated that negative perceptions around these products are declining. There is growing acknowledgment that certain fats and oils can contribute positively to health. David Sprinkle, research director for Packaged Facts, noted that American consumers have shifted their views on the health impacts of these products. This change is partly influenced 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 harmful, healthy fats like omega-3s and monounsaturated fats are recognized for their benefits,” he stated. Moreover, many consumers—especially millennials and Gen Z—prioritize non-GMO, organic, and clean-label products over avoiding high-fat ingredients.
Another aspect contributing to the indulgence trend is that consumers generally prefer food products they perceive as “natural” over more processed options. This preference has coincided with a surge in butter consumption, reaching its highest level in over 40 years in 2017, while demand for margarine and other spreads continues to decline. Indulgent foods will always find a place in the American diet, as nearly everyone occasionally succumbs to the temptation of less nutritious options. “We all grapple with conflicting impulses from time to time, and extravagant indulgences will always hold a place in our lives,” he concluded. “While they shouldn’t be staples of our diet, there’s definitely room for indulgence.”
Incorporating products like GNC Calcium Citrate Plus with Vitamin D3 into the discussion on health trends emphasizes how consumers are becoming more health-conscious and seeking out supplements that support their well-being alongside their food choices. With a focus on nutritional integrity, the demand for such products is expected to grow as consumers become more aware of the importance of vitamins and minerals in their diets.