Whole Foods Market’s Forecast: Top 10 Food Trends for 2024


This ninth edition unveils the top 10 food trends expected to dominate 2024. From the resurgence of plant-based basics to the fiery flavors of global peppers, let’s delve into what the food industry has in store for us.

Plant-Powered Evolution:
The pioneers of plant-based cuisine are returning to the roots. The focus is shifting from complex meat alternatives to simpler, protein-rich ingredients like mushrooms, walnuts, tempeh, and legumes. Brands are even simplifying plant-based milk alternatives, making them ideal for vegetarian purists.

Cacao’s Full Potential:
Brands like Blue Stripes are championing the use of the entire cacao, introducing consumers to products made from traditionally discarded parts like cacao pulp. This trend not only offers a new sugar alternative but also promotes sustainability.

Buckwheat’s Rise:
Buckwheat, a nutrient-rich superfood seed, is gaining traction. Known for its protein, carbs, and fiber content, it’s also gluten-free. Expect to see buckwheat in diverse products, from plant-based milk alternatives to crackers.

Plant-Based Seafood Alternatives:
The vegan world is diving deep into the seafood realm. With innovations like carrots replacing lox and trumpet mushrooms as scallops, the plant-based seafood trend is set to make waves.

Water Stewardship:
Brands are increasingly emphasizing water conservation. From using water from fruit by-products to promoting regenerative agriculture, the focus is on sustainable water use and conservation.

Global Peppers Heat Up:
The heat is on with global peppers making a spicy statement. From Scorpion Peppers to Hungarian Goathorn Peppers, expect a fiery explosion in the condiment aisle.

Noodle Innovations:
The humble noodle is getting a gourmet makeover. Brands are introducing preservative-free options, ensuring both taste and health are on the menu.

Everyday Luxuries:
Thanks to platforms like TikTok, “Little Treat Culture” is in vogue. From impulse buys to functional beverages, small indulgences are big this year.

Women’s Health in Focus:
From hormonal remedies to products supporting various life stages, women’s health is no longer a taboo topic. Brands are introducing products that cater to specific needs, ensuring holistic well-being.

Caffeine with Benefits:
Your daily caffeine fix is about to get better. New coffee and energy drinks are infusing benefits like mushrooms and probiotics, making every sip count.

Cathy Strange, Ambassador of Food Culture for Whole Foods Market, encapsulates the essence of these predictions, stating, “Our annual food trends predictions offer insights into the evolving food industry. We eagerly await the rise of these trends in the coming year.”


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