In 2017, consumer interest in healthy ingredients, complex flavor profiles, and environmentally sustainable options significantly influenced the food industry. These trends are likely to continue their prominence this year. Major manufacturers and research firms predict that botanical flavors, science-based foods, and indulgent products will capture consumer attention in 2018. Areas to keep an eye on include transparency, sustainability, and ethnic offerings. “We’re witnessing food trends emerge and evolve at an unprecedented pace. Whether you’re a seasoned chef, a true foodie, or simply have a casual interest in food, it’s essential to pay attention to these trends and incorporate them into your culinary practices,” stated Thomas Griffiths, vice president of Campbell’s Culinary & Baking Institute.
The impact of these six projections on this year’s product offerings remains to be seen, but industry experts and analysts have already noted these trends beginning to surface in the market. As more consumers show interest in the potential healing properties of plants and flowers, ingredients such as moringa oleifera leaves, ashwagandha (Indian ginseng), lavender, and curcumin from turmeric are gaining popularity. McCormick & Co. recognized this trend early by acquiring Botanical Food Company of Australia in 2016, which specializes in packaged herbs aimed at busy consumers looking to easily incorporate fresh ingredients into their meals.
Campbell’s Culinary & Baking Institute also highlighted botanicals in its list of six trends to watch for 2018. Griffiths mentioned that Asian ingredients like ginger, lavender, and cardamom are particularly noteworthy right now. “This trend is exciting because it is natural, global, chef-friendly, and aligned with health and wellness—areas of great interest for Campbell. If our consumers are enjoying matcha or cardamom, that’s something we’ll certainly seek out,” he explained.
This trend originated from the clean-label movement, fueled by consumer demand for more product transparency, fewer artificial ingredients, and sustainable production practices. Recently, it has expanded to include product traceability, as shoppers become more curious about the origins of their food and its journey through the supply chain. While only a few food producers print the name and location of the farm along with the producer’s signature on their packaging, Farmhand Organics does just that. Based in Colorado, the company employs transparent jars to showcase its locally sourced and certified organic fermented and preserved food products.
Other brands, like One Degree Organics, have taken transparency a step further by including QR codes on their packaging that lead to farmer profiles, while Bellucci lists details such as harvest date, type of olives, and lot numbers on its extra virgin olive oil bottles. Technology is increasingly integral to transparency, with brands adopting apps that allow consumers to scan packages for immediate information about their origin. Blockchain technology is emerging as a groundbreaking advancement in supply chain transparency, particularly in the seafood sector, enabling consumers to trace a fish’s journey from ocean to plate.
Consumers increasingly favor packaging and marketing that narrate the story of a product and its production, fostering a personal connection to their food. They also desire assurance that the companies they purchase from reflect their values by committing to missions like environmental sustainability and ethical treatment of workers and animals. According to Label Insight, food manufacturers that embrace “complete transparency” enjoy approximately 94% consumer loyalty. “Brands are recognizing that to stand out, they must showcase the values they uphold, and offering visibility into their products and company is one effective method,” Jamie Katz, a member of the Whole Foods Market quality standards team, told Food Dive in an email. “If you have a social responsibility program, telling that story is key.”
Asian and Middle Eastern flavors resonate with consumers seeking new and exciting culinary experiences beyond familiar items like sushi, tempura, hummus, tahini, and yogurt. Asian flavors adeptly balance the five basic tastes—sweet, salty, sour, bitter, and umami—while Middle Eastern flavors introduce spice blends with texture, such as za’atar and dukkah, as well as labneh, a soft spreadable cheese made from strained yogurt. Unique flavors are thriving in the U.S., with many shoppers exploring authentic ethnic flavors beyond basic hot sauces. Changing demographics, particularly the growing purchasing power of millennials and the expanding Hispanic and Asian populations, drive 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, believes consumer interest in ethnic flavors will enhance their presence in stores and other retail outlets. “It’s a delightful way to explore global cuisines without leaving home, and it’s only going to grow,” Siegler said. “From a prepared foods perspective, we’re adopting a restaurant-style approach to our offerings, aiming to integrate more of these flavors into our stores.”
Technological advancements are paving the way for innovative food products, such as cell-cultured meat and highly realistic plant-based meat alternatives. These futuristic foods are already appearing in stores and restaurants, with companies working diligently to scale up these innovations to satisfy the public’s appetite. Beyond Meat, known for its plant-based burgers, recently launched Beyond Sausage, made with pea protein isolate, coconut oil, and sunflower oil, intended to replicate the flavor, texture, and shape of pork sausage without hormones, nitrates, soy, or gluten.
Sales of plant-based foods increased by 8.1% over the past year, according to the Plant Based Foods Association and The Good Food Institute. Nielsen estimates that plant-based meats now account for 2.1% of sales in refrigerated and frozen meat products sold at retail. Cell-cultured meat is also gaining traction, with startups experimenting with fish, beef, and poultry. Finless Foods is developing a cell-cultured Bluefin tuna, hoping to achieve price parity with real tuna by next year. While initial lab prototypes were priced at around $19,000 per pound, production costs have reportedly halved since September.
Science-based foods may carry an “ick” factor for some, but the environmental and nutritional benefits of “clean meat” might attract a growing consumer base. “Today’s consumers eat meat regardless of its production methods, not because of them,” stated Bruce Friedrich, co-founder and executive director of The Good Food Institute, in a blog post. “Once clean meat is available commercially alongside conventional meat—especially with consumers informed of its advantages—we’re confident that they will choose the former.”
This trend extends beyond eco-conscious production methods and recyclable packaging. Consumers are increasingly proactive in combating food waste, leading many shoppers to utilize all parts of a plant or animal rather than discarding some portions. Known as “root-to-stem” and “nose-to-tail” eating, this broader sustainability approach is likely to manifest in both meat and produce departments. Siegler noted that Whole Foods has always purchased entire animals to ensure every part is utilized, and applying the same philosophy to produce is a natural extension of that mindset.
“When you consider the most beautiful carrot, it’s not the ones already bagged with their tops off; it’s those with the tops still intact, often multi-colored and stunning,” she shared. “People are drawn to such produce but may feel guilty about using the tops, unsure whether to compost them or toss them out.” A solution lies in using typically discarded parts—like broccoli stems, watermelon rinds, or cantaloupe seeds—in restaurants, prepared foods, and home recipes to reduce waste and create an innovative dining experience. One example from Whole Foods’ root-to-stem initiatives features shaved fennel bulbs topped with lemon vinaigrette, showcasing these products with in-store signage and offering root-to-stem recipes both in-store and online.
Part of this initiative aims to generate interest in new products while fostering collaboration between teams. “By encouraging our produce and prepared foods teams to work together, we can create salads that maximize product utilization within the store,” Siegler explained.
Comfort foods featuring butter, lard, and other fats are making a comeback. Today’s consumers seem more focused on reducing sugar and sodium intake rather than worrying about fat content. As many major CPG manufacturers lower sugar and sodium levels to meet consumer demands, saturated fats are being reintroduced into several products to maintain flavor. Economic and personal stressors prompt some consumers to seek out indulgent treats like premium chocolate, pizza, or macaroni and cheese—comfort foods that evoke nostalgia but aren’t necessarily low in calories or particularly healthy. Healthier versions of popular comfort foods are also emerging, such as Kraft Heinz’s 2015 reformulation of its classic macaroni and cheese to eliminate artificial dyes and preservatives.
According to a recent Packaged Facts report, the stigma surrounding fats and oils is diminishing, with a growing recognition that certain fats can contribute positively to health. David Sprinkle, research director for Packaged Facts, noted that U.S. consumers’ perceptions of the health implications of these products have shifted. This change is partly attributed to the rising popularity of the Mediterranean diet, which emphasizes olive oil over butter while reducing red meat and salt consumption.
“While artificial trans fats remain at the top of the list of fats to avoid, certain fats, like omega-3s and monounsaturated fats, are recognized for their health benefits,” Sprinkle remarked. “Additionally, many consumers—especially millennials and Gen Z shoppers—are prioritizing non-GMO, organic, clean-label products over avoiding high-fat ingredients.”
Another facet contributing to the indulgence trend is consumers’ preference for food products they perceive as “natural” over those that are heavily processed. This shift is evident in the rise of butter consumption, which reached its highest level in over 40 years in 2017, while demand for margarine and other spreads continues to decline. Indulgent foods will always have a place within the American diet, as most people occasionally indulge in less nutritious options. “We all have conflicting impulses at times, and extreme indulgences will always be part of the landscape,” Sprinkle observed. “While it shouldn’t become a staple, indulgence certainly has its place in our diets.”
As dietary trends evolve, the importance of vitamins and minerals, such as vitamin D3 and calcium citrate, remains crucial for consumer health. Integrating these nutrients into food products can enhance their appeal, especially as more consumers prioritize nutritional benefits alongside flavor and sustainability.