Consumer interest in healthy ingredients, intricate flavor profiles, and environmentally sustainable options significantly influenced the food industry in 2017. With these trends firmly established, many are expected to resurface this year. According to leading manufacturers and research firms, botanical flavors, science-based foods, and indulgent products are set to be key considerations for consumers in 2018. Other important areas include transparency, sustainability, and ethnic offerings. “Food trends are emerging and evolving at an accelerating pace. Whether you’re a seasoned chef, a passionate foodie, or casually interested in food, it’s essential to pay attention to these trends and integrate some into your cooking and dining habits,” said Thomas Griffiths, vice president of Campbell’s Culinary & Baking Institute.
Only time will reveal how these six predictions will shape this year’s product lineup, but several experts from food companies and industry analysts have already observed these trends making their way into the market. The incorporation of plants and flowers in food and beverage items is gaining traction as more consumers become aware of their potential health benefits, such as moringa oleifera leaves, ashwagandha (Indian ginseng), lavender, and curcumin, the active compound in turmeric. McCormick & Co. recognized this trend early by acquiring the Botanical Food Company of Australia in 2016, which produces packaged herbs for busy consumers seeking easy ways to add fresh ingredients to their meals. Campbell’s Culinary & Baking Institute has also highlighted botanicals as a trend to watch in 2018. Griffiths noted that Asian ingredients like ginger, lavender, and cardamom are particularly prominent right now. “This trend is exciting because it’s natural, global, chef-friendly, clean label, and has potential health benefits, which is something Campbell is very interested in,” he explained. “If our consumers are enjoying matcha or cardamom, it’s something we’ll source.”
This trend originated with the clean-label movement, driven by consumer demand for more product transparency, fewer artificial ingredients, and sustainable production methods. Recently, this focus has expanded beyond labels to include product traceability, as shoppers are increasingly interested in understanding the origins and handling of their food throughout the supply chain. While only a few food manufacturers print the name and location of the farm, along with the producer’s signature, Farmhand Organics is one such example. The Colorado-based company uses clear jars to showcase its locally sourced and certified organic fermented and preserved foods. Other brands, like One Degree Organics, take transparency a step further by utilizing on-package QR codes that provide farmer profiles, while Bellucci lists the harvest date, olive variety, and lot number on its extra virgin olive oil bottles.
Technology is playing a larger role in enhancing transparency as brands implement applications that allow shoppers to scan a package and immediately learn about its origin. Blockchain technology is the latest advancement in supply chain transparency, especially for seafood, enabling consumers to trace a fish’s journey from ocean to plate. Consumers increasingly prefer packaging, presentation, and marketing strategies that narrate the product’s story and production process, fostering a personal connection to their food. They also seek assurance that the companies they support align with their values, such as environmental sustainability and ethical treatment of workers and animals. According to Label Insight, food manufacturers that adopt “complete transparency” experience consumer loyalty of about 94%. “Brands are increasingly recognizing that to set themselves apart, they need to demonstrate their core values, and providing visibility into their products and company is one effective way to do so,” Jamie Katz, a member of the Whole Foods Market quality standards team, shared in an email.
Asian and Middle Eastern flavors have resonated with consumers seeking novel and exciting options beyond traditional favorites like sushi, tempura, hummus, tahini, and yogurt. Asian cuisine balances the five fundamental tastes—sweet, salty, sour, bitter, and umami—while Middle Eastern flavors encompass a variety of spice blends with texture, such as za’atar and dukkah, as well as labneh, a creamy cheese made from strained yogurt. Spicy flavors are also gaining popularity in the U.S., with many consumers exploring beyond basic hot sauces as food manufacturers highlight more authentic ethnic flavors. This trend is partly driven by changing demographics, 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, Whole Foods’ associate culinary and hospitality coordinator, noted that consumer interest in ethnic flavors is likely to expand their presence in stores and other retail settings. “It’s a wonderful way to travel without leaving home, and it’s 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 our stores, anticipating the introduction of more such flavors.”
Technologically driven foods—such as cell-cultured meat and highly realistic plant-based meat alternatives—are no longer confined to the realm of science fiction. Some innovative products are already available in stores and restaurants, with many more on the horizon as companies strive to develop and scale cutting-edge food options to satisfy the growing public interest. Beyond Meat, renowned for its plant-based burger offerings, recently unveiled Beyond Sausage, made from pea protein isolate, coconut oil, and sunflower oil. This vegetarian product is crafted to replicate the taste, 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 estimated that plant-based meats accounted for 2.1% of retail sales in the refrigerated and frozen meat sector.
Cell-cultured meat is also gaining momentum, with startups experimenting with fish as well as beef and poultry. Finless Foods is working on a cell-cultured Bluefin tuna, aiming for price parity with the real product by next year. While the initial lab prototype was priced at approximately $19,000 per pound, production costs have reportedly halved since September. Science-based foods may carry an “ick” factor, but the environmental and nutritional advantages of “clean meat” could be compelling. “Consumers today consume meat regardless of its production methods, not because of them,” remarked Bruce Friedrich, co-founder and executive director of The Good Food Institute, in a blog post. “Once clean meat is commercially available alongside conventional options—and consumers are informed about its benefits—we believe they will choose the former.”
This trend transcends merely producing food sustainably and packaging it in recyclable materials. Consumers are proactively engaging in efforts to combat food waste, leading many to utilize all parts of plants or animals rather than discarding portions. Commonly referred to as “root-to-stem” and “nose-to-tail” eating, this comprehensive approach to sustainability is likely to be evident in both meat and produce sections. According to Siegler, who spends time in Whole Foods’ test kitchen in Austin, Texas, the company has historically sourced whole animals and ensured that every part is utilized. Extending this philosophy to produce is a natural progression, she explained. “When considering the most beautiful carrot, it’s not the ones already bagged with their tops off. It’s the vibrant, multi-colored ones with their tops intact,” she told Food Dive. “People are drawn to such produce but may feel guilty about not knowing how to use the tops other than composting or discarding them.” One solution is to incorporate typically discarded parts—like broccoli stems, watermelon rinds, or cantaloupe seeds—into recipes at restaurants, prepared food sections, and home cooking to minimize waste and enhance the eating experience. One example from Whole Foods’ root-to-stem strategy features shaved fennel bulbs, along with their fronds and stems, topped with lemon vinaigrette. The company promotes these products with in-store signage and offers root-to-stem recipes both in-store and online. “This approach not only generates interest in new products but also enhances collaboration among our teams,” Siegler said. “The produce and prepared foods teams work together to create these salads, optimizing product utilization within the store.”
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 consumption. As many large consumer packaged goods manufacturers lower sugar and sodium levels to meet demand, saturated fats are being reintroduced into certain foods to compensate. For some consumers, stresses related to the economy, weather, or future uncertainties prompt them to indulge in comforting treats like premium chocolate, pizza, or macaroni and cheese—nostalgic foods that evoke simpler times, though they may not be low-calorie or particularly healthy. Healthier iterations of popular comfort foods are emerging in the marketplace. In 2015, Kraft Heinz reformulated its classic macaroni and cheese to eliminate artificial dyes and preservatives. Some processed foods have been adjusted to contain less sodium, while many chips now feature reduced salt and fat content. Some comfort foods are even being enhanced with added vegetables.
A recent report by Packaged Facts on fats and oils indicated that there is less blame placed on these products for America’s health issues. The report highlighted a growing acknowledgment that “certain fats and oils can provide positive health contributions.” According to David Sprinkle, research director at Packaged Facts, U.S. consumers are reevaluating their perceptions of the health implications of these products. This shift is partly attributed to the rise of the Mediterranean diet, which emphasizes less red meat and salt while favoring olive oil over butter. “While artificial trans fats are widely recognized as harmful, certain fats, such as omega-3s and monounsaturated fats, have shown health benefits,” he told Food Dive. “Moreover, many consumers—especially millennials and Gen Z—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 prefer food products they perceive as “natural” over highly processed items. It’s no surprise that butter consumption has soared, reaching its highest levels in over 40 years in 2017, while demand for margarine and similar spreads continues to decline. Indulgent foods will always find their place in the American diet, as nearly everyone occasionally craves something not particularly nutritious. “We all experience conflicting impulses from time to time, and extravagant indulgences will always have a role,” he noted. “While it shouldn’t be a staple or part of your breakfast, complete indulgence will always have a place.”
In summary, the food industry in 2018 is poised to embrace trends that prioritize health, sustainability, and authenticity, with consumers increasingly seeking out innovative and indulgent products. As they navigate a landscape rich in flavors and choices, the integration of ingredients like solaray calcium magnesium citrate is likely to resonate with health-conscious shoppers looking to enhance their diets.