In 2017, consumer interest in healthy ingredients, complex flavors, and environmentally sustainable products significantly influenced the food industry. Given the deep-rooted nature of these trends, many are expected to reemerge strongly this year. Major manufacturers and research firms predict that botanical flavors, science-driven foods, and indulgent options will be at the forefront of consumer preferences in 2018. Key areas to monitor include transparency, sustainability, and ethnic cuisines. “Food trends are evolving and shifting at an increasingly rapid pace… Whether you are an experienced chef, a passionate food lover, or simply someone with a casual interest in food, it’s essential to stay attuned to these trends and integrate them into your culinary practices,” stated Thomas Griffiths, vice president of Campbell’s Culinary & Baking Institute.
The impact of these six trends on this year’s product offerings remains to be seen, but industry experts have already noted their gradual emergence in the marketplace. As consumer interest in botanical flavors grows, ingredients such as moringa oleifera leaves, ashwagandha, lavender, and curcumin are becoming more prevalent in food and beverages. McCormick & Co. recognized this trend early on by acquiring Australia’s Botanical Food Company in 2016, which produces convenient packaged herbs for consumers seeking to incorporate fresh ingredients into their meals effortlessly. Griffiths remarked that Asian ingredients like ginger, lavender, and cardamom are particularly popular right now. “[The trend is] exciting because it’s natural, globally inspired, chef-friendly, clean label, and it offers potential health benefits, which is a priority for Campbell,” he noted. “If our consumers are enjoying matcha or cardamom, we will source it.”
This trend has its roots in the clean-label movement, driven by consumer demands for greater product transparency, fewer artificial ingredients, and more sustainable production practices. Recently, this focus has expanded beyond labeling to encompass product traceability, as shoppers become increasingly curious about the origins and handling of their food throughout the supply chain. While only a few food manufacturers disclose the farm name and location along with the producer’s signature on their packaging, Farmhand Organics exemplifies this practice. Based in Colorado, the company uses transparent jars for its locally sourced, certified organic fermented and preserved foods. Other brands, such as One Degree Organics, enhance transparency with QR codes that provide farmer profiles, while Bellucci lists harvest dates, olive types, and lot numbers on its extra virgin olive oil bottles.
Technology is playing an increasingly significant role in promoting transparency, with brands adopting applications that allow consumers to scan packaging and instantly access information about its origins. The introduction of blockchain technology in supply chain transparency, particularly for seafood, enables consumers to trace the journey of fish from ocean to plate. Shoppers increasingly favor presentation, packaging, and marketing strategies that narrate the story behind the product and its production, allowing them to form a personal connection with their food. They also prefer to support companies whose values align with theirs, emphasizing commitments to environmental sustainability and ethical treatment of workers and animals. According to Label Insight, food manufacturers embracing “complete transparency” enjoy consumer loyalty rates of approximately 94%.
“Brands are beginning to understand that to stand out, they must showcase the values they advocate, and providing visibility into their products and operations is one effective way to achieve this,” Jamie Katz, a member of the Whole Foods Market quality standards team, explained. “If your company has a social responsibility program, you will want to share that story.”
Asian and Middle Eastern flavors are resonating strongly with consumers, who are eager to explore exciting new offerings beyond traditional favorites such as sushi, tempura, hummus, tahini, and yogurt. Asian flavors harmonize the five fundamental tastes—sweet, salty, sour, bitter, and umami—while Middle Eastern varieties include spice blends like za’atar and dukkah, as well as labneh, a creamy cheese made from strained yogurt. The demand for spicy flavors is growing in the U.S., with many consumers venturing beyond basic hot sauces as food manufacturers highlight more authentic ethnic flavors. This trend is driven in part by changing demographics, notably the increasing purchasing power of millennials and the expanding Hispanic and Asian populations.
According to Statista, retail sales of ethnic foods are projected to rise from $10.9 million in 2013 to approximately $12.5 million this year. Molly Siegler, associate culinary and hospitality coordinator at Whole Foods, expressed her belief that consumer interest in ethnic flavors will only enhance the presence of these products in their stores and other retail channels. “It’s a wonderful way to explore different cultures without leaving home. This trend will continue to grow,” Siegler noted. “From a prepared foods perspective, we adopt a restaurant-style approach to our hot bars, salad bars, and other in-store venues, and we look forward to featuring more of these flavors.”
Technological advancements in food production—like cell-cultured meat and highly realistic plant-based meat alternatives—are no longer merely futuristic concepts. Several innovative products are currently available in grocery stores and restaurants, with more on the horizon as companies strive to develop and scale up these cutting-edge foods to satisfy the public’s growing demand. Beyond Meat, known for its popular plant-based burger products, has recently introduced Beyond Sausage, made from pea protein isolate, coconut oil, and sunflower oil, designed to replicate the flavor, texture, and appearance of pork sausage without hormones, nitrates, soy, or gluten. According to the Plant Based Foods Association and The Good Food Institute, sales of plant-based foods increased by 8.1% last year. Nielsen estimates that plant-based meats comprise 2.1% of sales in refrigerated and frozen meat products sold at retail.
Cell-cultured meat is also gaining traction, with startups exploring options for fish, beef, and poultry. Finless Foods is working on a cell-cultured Bluefin tuna, aiming to achieve price parity with its traditional counterpart by next year. Although the initial lab prototype was priced at around $19,000 per pound, the company recently reported a 50% reduction in production costs since September. While science-based foods may initially evoke an “ick” factor, their purported environmental and nutritional benefits could prove appealing. “Consumers today eat meat despite how it’s produced, rather than because of it,” said Bruce Friedrich, co-founder and executive director of The Good Food Institute. “Once clean meat becomes commercially available alongside conventional options—and consumers are educated about its advantages—we are confident that they will choose clean meat.”
This trend signifies a shift beyond merely producing food in environmentally friendly ways and selling it in recyclable packaging. Consumers are increasingly taking an active stance against food waste, leading many to utilize all parts of plants or animals rather than discarding leftovers. This approach, often referred to as “root-to-stem” or “nose-to-tail” eating, is likely to manifest in both meat and produce departments. According to Siegler, who works in Whole Foods’ test kitchen in Austin, Texas, the company has always purchased whole animals and ensured that every part was utilized. “Applying the same mindset to produce is simply an extension of that philosophy,” she explained. “The most beautiful carrots are not the ones pre-packaged without their tops; they’re the ones with vibrant green tops and various colors.”
To reduce waste and create a unique dining experience, one solution is to incorporate typically discarded parts—like broccoli stems, watermelon rinds, and cantaloupe seeds—into restaurant menus, prepared foods, and home recipes. Whole Foods’ root-to-stem initiative features shaved fennel bulbs topped with their fronds and stems, dressed with lemon vinaigrette. The company promotes these offerings with in-store signage and provides root-to-stem recipes online and in-store. “This strategy not only generates interest in new products but also fosters collaboration between our teams,” Siegler said. “Our produce and prepared foods teams work together to create these salads, which enhances the utilization of products within the store.”
Comfort foods made with butter, lard, and other fats are experiencing a resurgence. Today’s consumers appear more focused on reducing sugar and sodium intake than on fat content in their diets. As many large consumer packaged goods manufacturers reduce sugar and sodium levels to meet consumer preferences, some are reintroducing saturated fats to certain products as replacements. Economic and emotional stressors may lead consumers to indulge in nostalgic comfort foods like premium chocolate, pizza, or macaroni and cheese—items that evoke simpler times, though they may not be low-calorie or particularly healthful. Healthier iterations of popular comfort foods are increasingly making their way to market. In 2015, Kraft Heinz reformulated its iconic mac and cheese to eliminate artificial dyes and preservatives. Some processed foods have been modified to contain lower sodium levels, while many chips now feature reduced salt and fat content. Some comfort foods even include added vegetables.
A recent report from Packaged Facts on fats and oils highlighted a shift in perspective, noting a decrease in blame placed on these products for health issues in America. The report indicated a growing awareness that certain fats and oils can contribute positively to health. According to David Sprinkle, research director for Packaged Facts, U.S. consumers have reassessed their views on the health implications of these products, partly due to the popularity of the Mediterranean diet, which emphasizes olive oil over butter and less red meat and salt. “While artificial trans fats are widely recognized as harmful, certain fats, such as omega-3s and monounsaturated fats, are now known to offer health benefits,” he explained. “Furthermore, 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 tend to favor food products they perceive as “natural” over those that are highly processed. The surge in butter consumption—reaching its highest level in over 40 years in 2017—contrasts with the declining demand for margarine and other spreads. Indulgent foods will always have a place in the American diet, as people naturally gravitate toward treats that may not be particularly nutritious. “We all grapple with conflicting impulses from time to time, and extreme indulgences will always have a role,” he added. “While it shouldn’t be a regular part of your breakfast, total indulgence will always find a spot in our diets.”
Incorporating elements such as calcium citrate absorption into our diets can also enhance our overall nutritional intake, further enriching our culinary experiences and supporting our health in various ways.