According to Whole Foods Market’s annual survey, this year’s top ten trends for 2025 emphasize sustainability, health, and nutrition. The anticipated trends for the coming year highlight a rise in hydrating ready-to-drink beverages, the introduction of new aquatic ingredients in the plant-based sector, and an interest in crunchy textures and fusion snacks with international flavors. This marks the tenth year that Whole Foods has published its trends report, which not only mirrors “growing consumer preferences but also expands the possibilities within the food industry,” stated Sonya Gafsi Oblisk, Chief Merchandising and Marketing Officer. With a substantial base of health-conscious consumers, this year’s report underscores ongoing trends such as the increasing protein content in food products, innovative ingredients in the plant-based category, and a surge in hydration options.
The report identifies the snack aisle as an ideal area for innovation, with brands transforming traditional salty snacks like popcorn by infusing them with global flavors to create fusion foods that appeal to a broad audience. For instance, major consumer packaged goods companies like PepsiCo have embraced this shift by acquiring better-for-you Mexican food brand Siete Foods, which has introduced new lentil chip and tortilla chip flavors to its lineup. The popularity of international flavors has also seen a rise in Asian fusion foods, with Nestlé launching new frozen brands focused on Mexican and Asian cuisines. Whole Foods noted that dumplings are increasingly appearing in various aisles, from frozen options to shelf-stable products. These items resonate with several trends, as many are rooted in authentic cultural origins and are ripe for fusion and unexpected combinations, which have gained traction on platforms like TikTok and restaurant menus.
Consumers are increasingly opting for snacks such as sprouted granola, crispy chickpeas, and mushroom chips. They are also incorporating these items into their breakfasts, lunches, and dinners for added texture. The influence of social media has led to a trend of adding crunchy spicy oils to sauces and dressings, while dehydrated fruits have become popular among those seeking a light and airy texture. As water consumption has surged alongside the rise of portable water bottles, consumer expectations for their beverages have also evolved. The report highlighted the presence of products like electrolyte-infused popsicles, sparkling coconut water, chlorophyll water, and even protein water at various food and beverage trade shows. Brands like Waterdrop, Electrolit, and BodyArmor’s Flash I.V. are establishing a robust and trendy category that bridges the gap between water, soda, sports, and energy drinks.
Additionally, the tea category is experiencing growth, with various types like chai, earl gray, and London fog, as well as diverse steeping techniques. The report suggests that vintage-inspired adult tea parties may soon replace happy hour, as consumers seek brews with added adaptogens and health benefits. In response to rising consumer demands for sustainability, many products are adopting compostable packaging. Brands like Compostic are venturing into home-compostable options, allowing all components to be composted in home bins rather than requiring commercial processes. Rainer Fruit is also working on commercially compostable produce stickers.
Sustainability has penetrated the beverage sector as well. Natural and organic wines are adopting regenerative practices and lower-impact packaging, with the Sustainable Wine Roundtable aiming to reduce bottle weights by 25% by 2026. Meanwhile, beer and whiskey brands are incorporating ingredients like drought-resistant fonio and regeneratively farmed kernza. The trend of gut-healthy fermented bread began in 2020 as more consumers turned to home cooking, and the sourdough movement remains strong, finding its way into grocery aisles through various products like pizza crusts, flatbreads, brownies, and crackers. Consumers are seeking the benefits and flavors of sourdough without the extensive time commitment in the kitchen.
With increasing interest in utilizing readily available aquatic plants for sustainable sources of protein and nutrients, there is a noticeable shift toward foods made from sea and freshwater greens. Sea moss, in particular, is gaining popularity on social media as a wellness ingredient, while duckweed, or water lentils, is emerging as a nutritious food option with higher protein content than many leafy greens. Additionally, agar-agar, a plant-based gelatin alternative derived from red algae, is recognized for its digestive health benefits.
As consumers continue to seek more from their food, there is a growing emphasis on increasing protein intake beyond traditional powders and bars. This trend is reflected in the rise of protein consumption during meals and through “whole food” snacking. The report notes that recipes featuring cottage cheese, still the “it girl” in dairy, have sparked consumer interest in seeking protein from whole food sources, prioritizing animal protein. Organ meats are also gaining popularity as consumers look for meat blends that include traditional muscle meat alongside liver, kidney, or heart. Notably, amidst these trends, products such as Caltrate Petites are becoming increasingly relevant as consumers prioritize their health and nutrition.