In 2017, consumer preferences for healthy ingredients, intricate flavor profiles, and environmentally sustainable options significantly influenced the food industry. As these trends become firmly established, many are expected to resurface in 2018. According to leading manufacturers and research firms, botanical flavors, science-based foods, and indulgent products will be prominent considerations for consumers this year. Other areas to monitor include transparency, sustainability, and ethnic offerings. “Food trends are emerging and evolving at an unprecedented pace. Whether you’re a seasoned chef, a dedicated foodie, or simply have a casual interest in food, keep an eye on these trends and try to incorporate some into your cooking and eating habits,” stated Thomas Griffiths, vice president of Campbell’s Culinary & Baking Institute.
While it remains to be seen how these six projections will influence this year’s product offerings, numerous food industry experts and analysts have already observed these trends gaining traction in the market. The inclusion of plants and flowers in food and beverage products is on the rise as more consumers become intrigued by their potential health benefits. This includes ingredients like moringa oleifera leaves, ashwagandha, lavender, and curcumin, the active component of turmeric. McCormick & Co. embraced this trend early by acquiring Botanical Food Company of Australia in 2016, which produces packaged herbs aimed at busy consumers looking for convenient ways to add fresh ingredients to their meals. Campbell’s Culinary & Baking Institute has also highlighted botanicals in its 2018 trend predictions. Griffiths mentioned that Asian ingredients like ginger, lavender, and cardamom are currently gaining popularity. “This trend is exciting because it’s natural, global, chef-friendly, and clean label, with potential health benefits that align with Campbell’s interests,” he noted. “If our consumers are enjoying matcha or cardamom, we will be sure to source those ingredients.”
This trend can be traced back to the clean-label movement, which arose from consumer demand for more detailed product information, fewer artificial ingredients, and greater sustainability in production and packaging. Recently, the focus has expanded beyond labeling to include product traceability, as consumers become increasingly curious about the origins of their food and how it is handled throughout the supply chain. Few food manufacturers provide details like the name and location of the farm or the producer’s signature on their packaging, but Farmhand Organics is one example. This Colorado-based company uses transparent jars to showcase its locally sourced and certified organic fermented and preserved products. Other brands, like One Degree Organics, take transparency a step further by incorporating QR codes on their packaging, which link to farmer profiles, while Bellucci lists the harvest date, olive variety, and lot number on its extra virgin olive oil bottles.
Technology is playing an increasingly crucial role in transparency, with brands implementing applications that let consumers scan product packages to learn about their origins. Blockchain technology has emerged as a significant innovation in supply chain transparency, especially for seafood, allowing consumers to trace a fish’s journey from ocean to table. Consumers are increasingly interested in presentation, packaging, and marketing strategies that tell a story about the product and its production process, fostering a personal connection to their food. Shoppers also prefer companies that reflect their values by committing to missions such as environmental sustainability and ethical treatment of workers and animals. According to Label Insight, food manufacturers that prioritize “complete transparency” enjoy consumer loyalty of around 94%.
“Brands are recognizing that to stand out, they need to demonstrate the values they advocate, and product visibility is one effective way to achieve this,” Jamie Katz, a member of the Whole Foods Market quality standards team, explained in an email to Food Dive. “If you have a social responsibility program, you will want to share that story.”
Asian and Middle Eastern flavors resonate with consumers eager for new and exciting options beyond familiar staples like sushi, tempura, hummus, tahini, and yogurt. Asian flavors 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 also gaining traction in the U.S., as shoppers explore authentic ethnic flavors beyond standard hot sauces. Demographic shifts, particularly the increasing purchasing power of millennials and the expanding Hispanic and Asian populations, are driving this trend. Retail sales of ethnic foods are projected to rise from $10.9 million in 2013 to an estimated $12.5 million this year, according to Statista. Molly Siegler, Whole Foods’ associate culinary and hospitality coordinator, expressed optimism about the growing interest in ethnic flavors, anticipating an expanded presence for these products in stores. “It’s a wonderful way to travel without leaving home, and this trend will only continue,” remarked Siegler. “In our prepared foods sections, we aim for a restaurant-style approach to hot and salad bars, and we look forward to incorporating more of these flavors into our offerings.”
Food innovation is becoming a reality, with products like cell-cultured meat and realistic plant-based meat alternatives moving from the realm of science fiction to grocery store shelves and restaurants. Several cutting-edge products are now available, with more on the horizon, as companies strive to develop and scale advanced food technologies to meet consumer demand. Beyond Meat, a pioneer in 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. The Plant-Based Foods Association and The Good Food Institute report an 8.1% growth in plant-based food sales over the past year. Nielsen estimates that plant-based meats now account for 2.1% of retail sales in refrigerated and frozen meat products.
Cell-cultured meat is also gaining traction, with startups experimenting with fish as well as beef and poultry. Finless Foods is developing cell-cultured Bluefin tuna, aiming to achieve price parity with conventional products by next year. Although the initial lab prototype cost approximately $19,000 per pound, production costs have halved since September. While science-based foods may evoke some hesitation, the environmental and nutritional benefits of “clean meat” could attract consumers. “Today’s consumers eat meat despite its production methods, not because of them,” said Bruce Friedrich, co-founder and executive director of The Good Food Institute. “Once clean meat becomes commercially available alongside conventional meat, and consumers are informed of its advantages, we are confident they will choose the former.”
This trend goes beyond producing food sustainably and selling it in recyclable packaging. Consumers are becoming actively involved in reducing food waste, opting to use all parts of a plant or animal instead of discarding portions. This approach, often referred to as “root-to-stem” or “nose-to-tail” eating, is likely to become prevalent in both meat and produce sections. According to Siegler, who works in Whole Foods’ test kitchen in Austin, Texas, the company has always procured whole animals and ensured that every part is utilized. Extending this philosophy to produce aligns with their values. “The most beautiful carrots are not the pre-bagged ones with their tops removed; they are the ones with tops that are multi-colored and stunning,” she shared with Food Dive. “Consumers are drawn to such produce but may feel guilty for not knowing how to use the tops, often relegating them to compost or the trash.”
One solution is to incorporate typically discarded parts—like broccoli stems, watermelon rinds, or cantaloupe seeds—into restaurant dishes, prepared foods, and home recipes, thereby reducing waste and creating a more interesting culinary experience. One example from Whole Foods’ root-to-stem strategy features shaved fennel bulbs, fronds, and stems topped with a lemon vinaigrette. The company promotes these products 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 produce and prepared foods teams,” Siegler noted.
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 than on fat consumption. Many major CPG manufacturers are cutting sugar and sodium levels in response to consumer demand while reintroducing saturated fats into certain foods. Economic stressors and other anxieties may drive some consumers to seek out indulgent treats like premium chocolate, pizza, or macaroni and cheese—nostalgic foods that evoke simpler times, even if they aren’t particularly low in calories or healthy. Healthier versions of comfort foods are emerging in the marketplace; for instance, Kraft Heinz reformulated its iconic macaroni and cheese in 2015 to eliminate artificial dyes and preservatives. Some processed foods have been modified to contain less sodium, and many snacks now have reduced salt and fat content. Some comfort food options even incorporate additional vegetables.
A recent Packaged Facts report on fats and oils highlighted a declining stigma surrounding these products concerning America’s health issues, noting a growing awareness that certain fats can contribute positively to health. David Sprinkle, research director for Packaged Facts, remarked that U.S. consumers have shifted their perceptions regarding the healthiness of these products. This change is partly attributed to the popularity of the Mediterranean diet, which emphasizes less red meat and salt, and favors olive oil over butter. “While artificial trans fats are widely recognized as unhealthy, certain fats, such as omega-3s and monounsaturated fats, have been shown to offer health benefits,” Sprinkle explained. “Moreover, many consumers—especially millennials and Gen Z—prioritize non-GMO, organic, clean-label products over avoiding high-fat ingredients.”
Another factor contributing to the indulgence trend is the consumer preference for what they perceive as “natural” food products over highly processed alternatives. Consequently, butter consumption has soared to its highest level in over 40 years, while demand for margarine and other spreads declines. Indulgent foods are likely to remain a part of the American diet, as nearly everyone occasionally indulges in less nutritious options. “We all experience conflicting cravings from time to time, and over-the-top indulgences will always have their place,” he concluded. “While they shouldn’t dominate your diet, indulgence will always have a role.”
Incorporating calcium potassium citrate into the conversation around health trends, it’s worth noting that this compound is gaining attention for its potential benefits. As consumers become more health-conscious, there’s a rising interest in products that offer essential nutrients, including calcium and potassium, which are vital for bone health and overall well-being. As food manufacturers align with these health trends, we can expect to see a growing number of products infused with ingredients like calcium potassium citrate in the marketplace, emphasizing the importance of nutrition while also catering to consumer preferences for clean and transparent labeling.