Whole Foods IDs Top 2024 Food & Beverage Trends
What will consumers be eating and drinking in 2024? To offer some insight, Whole Foods Market’s Trends Council unveiled its Top-10 Anticipated Food Trends for the coming year.
Caffeine with added benefits, going back to basics in the plant-based category, complex heat from global peppers, and water conservation and stewardship are all among the food trends expected to rise in popularity across the industry in the next year.
These and other topics were identified by the Trends Council, which is made up of more than 50 Whole Foods Market team members.
“Our annual food trends predictions list is a way for us to pull back the curtain for customers and share insight into what our buyers and culinary experts are keeping on their radar for the upcoming year,” said Cathy Strange, ambassador of Food Culture for Whole Foods Market and member of the Trends Council. “From specific product ingredients and flavor trends, to growing movements in the food industry, we can’t wait to see these trends gain momentum in the year ahead.”
The top-10 food trend predictions for 2024 are:
Put the “Plant” Back in “Plant-Based”
The OGs of plant-based cuisine are making a comeback, putting the “veggie” back in your veggie burger and shrinking labels all over the plant-based category. Whole Foods is seeing new and emerging protein-forward products with mushrooms, walnuts, tempeh and legumes in place of complex meat alternatives. Even plant-based milk alternatives are participating, with some brands simplifying labels to just two ingredients
Use the Whole Cacao
Utilizing by-products like cacao pulp has been practiced in other countries for centuries, and now brands like Blue Stripes are spotlighting the whole cacao with their craveable products for even more consumers. At EARTH University in Costa Rica, where student researchers are tackling some of the biggest systemic environmental issues, the typically discarded cacao pulp is being made into jellies and jams. The emergence of cacao fruit powders in 2023 also presents an opportunity for brands seeking a new sugar alternative without compromising on sweet, ambrosial flavor.
Buckle Up for Buckwheat
Gaining popularity as a cover crop to support soil health, buckwheat is a superfood seed containing protein, carbs and fiber. Plus, it’s naturally gluten free. You may have seen it in the form of soba noodles, but with more brands on a mission to improve agriculture for consumer’s favorite products, shoppers may see buckwheat in everything from plant-based milk alternatives to crackers and granola.
Fancy Faux Fish
With tinned fish and caviar taking off earlier this year, it’s prime time for the fancy fish trend to dip its fins into the vegan pond. Thankfully, some worthy plant-based seafood brands are stepping up and bringing the flavor and texture needed to rival the real thing. Watch out for carrots in place of lox, trumpet mushrooms for scallops, and the root vegetable konjac getting its moment in sushi rolls and poke bowls.
Clean & Conserve: Water Stewardship
Brands across the aisles are promoting water conservation, and consumers are listening. New water brands use water from fruit by-products, which would otherwise be discarded. With the growing trend of regenerative agriculture, a Regenerative Organic Certification also requires soil health initiatives that ultimately conserve water. And it doesn’t stop at conservation — non-governmental organizations are showing their support of farmed oysters, leveraging aquaculture to filter water and help restore coastal ecosystems. Lifestyle brands are also pushing water-conscious products like dry shampoos, shampoo bars and laundry detergent sheets. Even household cleaners — like Whole Foods Market’s ingredient-conscious products, developed in part to help keep certain ingredients out of waterways — are making an impact.
Complex Heat
Complex heat continues its evolution with global peppers taking off in every aisle — and the trend is only getting hotter. Specialty varieties such as Scorpion Peppers, Guajillo or Hungarian Goathorn Peppers are found fresh, whole, ground or pickled, and a new wave of botana sauces and chili oils are popping up in condiment aisles nationwide. Pepper-infused drinks are going beyond kombuchas, cold-pressed juices and smoothies, with ready-to-drink beverages like canned tepache filling up the fridge with a refreshing kick. Even Tajín is expanding from candies and cocktails to spicing up grocery store sushi, desserts and more.
Noodle News
Shoppers have been finding ways to dress up their instant ramen at home for years now, but as brands step up their game, noodle lovers can take on less of the workload. Even better, brands are creating more gourmet options to rival the classics without certain preservatives and added MSG. As people seek simple and instant meals, noodles are bringing all the ease and comfort of a warm bowl with quality ingredients and tantalizing flavors.
Little Luxuries
TikTok creators have brought “Little Treat Culture” into the zeitgeist. Whole Foods knows firsthand the power of a treat, like an impulse macaron buy or a fizzy, functional and flavor-forward bev. Brands are getting in on the trend by considering both cost and format — like individual serving packages that add joy without breaking a budget, and outlets like The Kitchn regularly dish out lists of “Little Luxuries” found for $10 or less. Whether it’s a daily ritual like having a milk tea on your commute home or a spontaneous reward like a bath bomb in your grocery cart, get ready to make room for those little luxuries.
Women’s Health: from Taboo to Top of Mind
This year on social media, hormonal remedy recipes go viral, including raw carrot salad for estrogen management, seed cycling energy bites for each cycle phase and “sleepy girl mocktails.” More brands are making products to support periods, pregnancy, postpartum, menopause and even sleep that address life stages and symptoms previously swept under the rug. Food innovators are introducing specially formulated bars and snacks for cycle health, such as menopause energy bars, at industry trade shows and conferences.
A Better Boost
Whatever the go-to source of caffeine, there are new ways to get the absolute most out of the morning or afternoon pick-me-up. Combining a boost with benefits has never been easier, thanks to new coffee and energy drinks with added mushrooms, probiotics and more. There’s never been a better time to search the “clean caffeine” space for your next obsession.