Consumer interest in healthy ingredients, complex flavor profiles, and environmentally sustainable options significantly influenced the food industry in 2017. As these trends continue to gain traction, many are expected to remain prevalent this year. Key attributes anticipated to capture consumer attention in 2018 include botanical flavors, science-based foods, and indulgent products, as indicated by major manufacturers and research firms. Other important areas to monitor are transparency, sustainability, and ethnic offerings.
“We’re witnessing food trends evolve and shift at an accelerating pace. Whether you’re a seasoned chef, a dedicated food enthusiast, or someone with a casual interest in food, it’s essential to stay alert for these trends and integrate some into your cooking and eating habits,” said Thomas Griffiths, vice president of Campbell’s Culinary & Baking Institute.
Time will reveal how these six predictions will affect this year’s product offerings, but industry experts and analysts have already noted these trends emerging in the marketplace. An increasing number of consumers are exploring the potential healing properties of plants and flowers, leading to their incorporation into food and beverage items. Ingredients like moringa oleifera leaves, ashwagandha (Indian ginseng), lavender, and curcumin, the active component of turmeric, are becoming popular.
McCormick & Co. recognized this trend early by acquiring the Botanical Food Company of Australia in 2016, which produces packaged herbs tailored for busy consumers seeking to easily add fresh ingredients to their meals. The Campbell’s Culinary & Baking Institute also highlighted botanicals among the six trends to watch in 2018. According to Griffiths, Asian ingredients such as ginger, lavender, and cardamom are currently standouts. He expressed enthusiasm about the trend due to its natural, global appeal, its chef-friendly nature, and its potential health benefits, which align with Campbell’s interests. “If our consumers are enjoying matcha or cardamom, it’s something we will source,” he mentioned.
This trend originated from the clean-label movement, fueled by consumer demand for more product transparency, fewer artificial ingredients, and sustainable production and packaging methods. Recently, it has expanded beyond labeling to encompass product traceability, as shoppers increasingly desire insight into the origins and handling of their food. Although only a few food manufacturers include the name and location of the farm along with the producer’s signature on their packaging, Farmhand Organics adopts this practice. The Colorado-based company also utilizes transparent jars to showcase its locally sourced and certified organic fermented and preserved food products.
Other brands enhancing transparency include One Degree Organics, which employs a QR code on its packaging to display farmer profiles, and Bellucci, which provides detailed information on the harvest date, type of olives, and lot number for its extra virgin olive oil. Technology continues to play a critical role in transparency, with brands adopting applications that enable shoppers to scan packages and instantly learn about their origins. Blockchain technology has emerged as the latest innovation in supply chain transparency, particularly for seafood, allowing consumers to trace a fish’s journey from ocean to plate.
Consumers are increasingly gravitating toward presentation, packaging, and marketing strategies that narrate the story behind a product and its production process, fostering a personal connection to their food. They also seek assurance that the companies they purchase from embody their values by promoting environmental sustainability and the ethical treatment of workers and animals. According to Label Insight, food manufacturers that embrace “complete transparency” enjoy a consumer loyalty rate of around 94%.
“Brands are increasingly aware that to stand out, they must demonstrate the values they advocate, and visibility into their products and company is one effective way to achieve this,” Jamie Katz, a member of the Whole Foods Market quality standards team, conveyed in an email to Food Dive. “If you’re a company with a social responsibility program, you will share that story.”
Asian and Middle Eastern flavors have resonated with consumers seeking new and exciting culinary experiences beyond familiar favorites like sushi, tempura, hummus, tahini, and yogurt. Asian flavors expertly 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 creamy cheese made from strained yogurt. Spicy flavors are thriving in the U.S., as many consumers venture beyond basic hot sauces, with food manufacturers emphasizing more authentic ethnic flavors. Shifting demographics are partly driving this trend, particularly as millennials gain purchasing power, and companies target the growing Hispanic and Asian populations.
According to Statista, retail sales of ethnic foods are projected 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 continue to expand the presence of these products in stores and other retail locations. “It’s a fantastic way to explore different cultures without leaving home. This trend is only going to grow,” Siegler stated. “From a prepared foods perspective, we adopt a restaurant-style approach to hot bars, salad bars, and other venues within the stores, and we look forward to introducing more of these flavors into our offerings.”
Food produced through technological innovation—such as cell-cultured meat and highly realistic plant-based meat alternatives—is no longer confined to the realm of science fiction. Several futuristic products are already available in stores and restaurants, with more on the horizon as companies strive to develop and scale these cutting-edge foods to meet the public’s increasing appetite for innovation. 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 replicate the flavor, texture, and shape of pork sausage without the addition of hormones, nitrates, soy, or gluten.
Sales of plant-based foods rose by 8.1% in the past year, according to the Plant Based Foods Association and The Good Food Institute. Nielsen estimates that plant-based meats comprise 2.1% of sales in refrigerated and frozen meat products at retail. Cell-cultured meat is also gaining popularity, with startups experimenting with fish, beef, and poultry. Finless Foods is working on developing cell-cultured Bluefin tuna, aiming for price parity with its conventional counterpart by next year. While the initial lab prototype was priced at approximately $19,000 per pound, Finless Foods has reported that production costs have halved since September.
Science-based foods may carry an initial “ick” factor, but the anticipated environmental and nutritional benefits of “clean meat” could be appealing to consumers. “Today’s consumers consume meat regardless of how it’s produced, rather than due to its production method,” stated Bruce Friedrich, co-founder and executive director of The Good Food Institute, in a blog post. “Once clean meat becomes commercially available alongside conventional meat—and consumers are informed about its advantages—we are confident that they will choose the former.”
This trend has evolved beyond merely producing food in environmentally conscious ways and selling it in recyclable packaging. Consumers are taking a more proactive stance against food waste, leading many to utilize all parts of a plant or animal rather than discarding portions. Also referred to as “root-to-stem” and “nose-to-tail” eating, this expanded approach to sustainability is likely 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 sourced entire animals and ensured that all parts are utilized. Applying this same philosophy to produce is simply an extension of that mindset.
“When considering the most beautiful carrot, it’s not the pre-packaged ones without their tops. It’s the ones with vibrant tops that are multi-colored and stunning,” she explained. “Consumers are drawn to that kind of produce but may feel guilty about using it. They may have those gorgeous green tops but not know how to incorporate them, often resorting to composting or discarding them.” One solution is to utilize typically discarded parts—such as broccoli stems, watermelon rinds, or cantaloupe seeds—in restaurants, prepared foods, and home recipes to minimize waste and create an engaging culinary experience.
A recent example from Whole Foods’ root-to-stem strategy features shaved fennel bulbs, including the fronds and stems, dressed with a lemon vinaigrette. The company promotes these products with in-store signage and offers root-to-stem recipes at its retail locations and online. “Part of this initiative is to generate interest in new products while enabling our teams to collaborate more effectively,” Siegler noted. “This way, the produce and prepared foods teams work together to create these salads, optimizing product utilization within the store.”
Comfort foods that include butter, lard, and other fats are making a comeback. Today’s consumers seem more focused on reducing sugar and sodium intake than on the fat content in their diets. As many large CPG manufacturers lower sugar and sodium levels to meet consumer demands, saturated fats are being reintroduced into certain foods as a compensatory measure. For some shoppers, concerns about the economy, weather, or the future drive them to seek out indulgent treats like premium chocolate, pizza, or macaroni and cheese—nostalgic foods that evoke simpler times, even if they aren’t low-calorie or particularly healthy.
Healthier versions of beloved comfort foods are gradually entering the marketplace. In 2015, Kraft Heinz reformulated its iconic macaroni and cheese to eliminate artificial dyes and preservatives. Some processed foods have been adjusted to contain less sodium, while numerous chips now have reduced salt and fat levels. Some comfort foods are even being enhanced with added vegetables. A recent report by Packaged Facts on fats and oils noted that there is a diminishing perception of blame directed toward these products regarding America’s health issues. It highlighted the growing acknowledgment that “certain fats and oils can contribute positively to health.”
According to David Sprinkle, research director for Packaged Facts, U.S. consumers have shifted their views on the perceived unhealthiness of these products. This change is partly attributed to the popularity of the Mediterranean diet, which emphasizes reduced red meat and salt intake and favors olive oil over butter. “While artificial trans fats remain at the top of the list of fats to avoid, certain types of fats like omega-3s and monounsaturated fats have been shown to provide health benefits,” he explained. “Moreover, many consumers—especially millennials and Gen Z shoppers—are more inclined to choose non-GMO, organic, clean-label products rather than avoid high-fat ingredients.”
Another factor contributing to the indulgence trend is that consumers generally prioritize food products they perceive as “natural” over those that are more heavily processed. It’s unsurprising that butter consumption reached 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 food. “We all experience contradictory impulses from time to time, and extravagant indulgences will always exist,” he noted. “While they shouldn’t be a daily staple, indulgent options will always hold a place in our diets.”
Incorporating keywords such as “calcium citrate” and “cholecalciferol,” it is worth noting that these ingredients are gaining attention in the health and wellness market as consumers increasingly seek fortified foods that support bone health. Calcium citrate and cholecalciferol, the latter being a form of vitamin D, are often included in products aimed at promoting a healthy lifestyle. As consumer awareness of nutritional ingredients continues to rise, it’s expected that more brands will integrate these components into their offerings, aligning with the trends of health and sustainability.