Each year the retailer Whole Foods forecasts emerging flavors, culinary influences along with anticipated top selling products for the coming year. The Trends Council is comprised of 50 team members including foragers, buyers and culinary experts. Without further adue, here is the list for 2024.
Put the “plant” back in “plant-based”
The “veggie” is going back in your burger and labels are shrinking. New protien forward products with mushroom, walnut, tempeh and legumes in place of meat alternatives. Plant based milk labels will be simplifyed down to just two ingredients.
Use the whole cacao
Utilizing cacao pulp has been practiced in other countries for centuries. Now students in Costa Rica are tackling this and other environmental issues. The pulp is being made into jellies and jams. In 2023 we saw cacao fruit powders as a new sugar alternative, taking advantage of the sweet, ambrosial flavor.
Buckwheat is back
Buckwheat is gaining popularity as a cover crop that supports soil health. It is also a superfood seed containing protein, carbs and fiber. The best part - it’s naturally gluten-free. Soba noodles embraced the grain already, but watch for inclusions in plant-based milk, crackers and granola in the coming months.
Faux Fish gets Fancy
Earlier in 2023 tinned fish and caviar gained popularity. Now plant-based seafood brands are bringing the texture and flavor to rival the real thing. Look for carrots to replace lox, mushrooms to replace scallops and root vegetable konjac in sushi rolls and poke bowls.
Water Stewardship
The growing trend of regenerative agriculture promotes soil health initiatives that ultimately conserve water. Non-govermental organizations are showing support for farmed oysters, leveraging aquaculture to filter water and help restore coastal ecosystems. Lifestyle brands are promoting dry shampoos, shampoo bars and laundry detergent sheets.
Heat and Spice
Peppers from around the globe are becoming mainstream with the temps getting hotter. Varieties like Scorpion peppers, Guajillo or Hungarian Goathorn Peppers are fresh, whole ground or pickled are now present. Botana sauces - a mildly-spiced, tangy and versatile sauce made with garlic and peppers as well as chili oils are popping up in the condiment isle. Watch for pepper-infused drinks like kombuchas, cold-pressed juices and smoothies and ready to drink beverages like canned tepache - a fermented beverage made from the peel and rind of pinneapple that is sweetened and seasoned.
Noodles
Instant ramen is becoming better than ever. Watch for the preservatives and MSG (monosodium glutamate) disappearing from labels and these noodles going gourmet.
Women’s Health
This year we saw hormonal remedies, estrogen management and sleepy girl mocktails making headlines. Brands are popping up that support periods, pregnancy, postpartum, menopause and sleep. Food innovators are producing bars and snacks for cycle health.
Better boost
Coffee is the long-standing morning tradition for many, but now we are seeing caffeinated drinks with natural additives. We will see more mushrooms and probiotics ingredients added to those drinks. Try searching for “clean caffeine.”
Little Luxuries
We kinda love this one and are excited too see it make the top ten list. Treats, impluse buys and individual serving sizes can add joy on a budget. Things that come to mind for us are the fresh cookie jars on our deli counter in Ketchum, a bath bomb from the bulk jar at Natural Grocers or a gourmet afternoon tea.