Whole Foods Market, ( US and UK) , has unveiled its list of the top 10 food trends for 2024, with a strong emphasis on consumer well-being.
The retailer's Trends Council, comprising more than 50 experts from various fields within the company, has compiled this comprehensive report based on years of experience, consumer preferences, and insights from emerging and existing brands.
Source: Whole Foods Market
'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,' says Cathy Strange, Ambassador of Food Culture for Whole Foods Market and a member of the Trends Council.
'From specific product ingredients and flavour trends to growing movements in the food industry, we can't wait to see these trends gain momentum in the year ahead.'
Whole Foods Market's top 10 food trend predictions for 2024 are as follows:
1. Put the "Plant" Back in "Plant-Based"
The plant-based movement is returning to its roots, focusing on natural ingredients like mushrooms, walnuts, tempeh, and legumes instead of complex meat alternatives. Plant-based milk is also simplifying labels, catering to vegetarian purists.
Source: Whole Foods Market
2. Use the Whole Cacao
Brands are now spotlighting the whole cacao, including by-products like cacao pulp, offering sweet and ambrosial flavor without compromising on taste. This trend also sees the rise of cacao fruit powders as a sugar alternative.
Source: Whole Foods Market
3. Buckle Up for Buckwheat
Buckwheat, a superfood seed that supports soil health and is naturally gluten-free, is making its way into various products, from plant-based milk to crackers and granola.
4. Fancy Faux Fish
Plant-based seafood alternatives are gaining popularity, featuring ingredients like carrots for lox, trumpet mushrooms for scallops, and konjac in sushi rolls and poke bowls. A perfect choice for both plant-based and seafood-conscious consumers.
5. Clean & Conserve: Water Stewardship
Brands are promoting water conservation, using fruit by-products for water, and supporting regenerative agriculture. Consumers and brands are actively participating in water conservation and cleaning initiatives.
6. Complex Heat
Global peppers, including specialty varieties like Scorpion Peppers and Guajillo, are spicing up various products. Pepper-infused drinks and condiments are becoming widespread.
Source: Whole Foods Market
7. Noodle News
Noodle lovers can now enjoy gourmet, preservative-free options as brands offer instant ramen with quality ingredients and tantalizing flavors.
8. Little Luxuries
The "Little Treat Culture," popularised by TikTok, is embraced by brands offering affordable indulgences, making room for daily rituals like milk tea or spontaneous rewards like bath bombs.
9. Women's Health: from Taboo to Top of Mind
This year, social media has witnessed viral hormonal remedy recipes, and brands are creating products to support women's health during various life stages. Food innovators are introducing bars and snacks for cycle health, and brands are supporting menstrual charities.
10. A Better Boost
Consumers can now enjoy caffeine with added benefits thanks to products like coffee and energy drinks infused with mushrooms and probiotics.
Source: Whole Foods Market
Whole Foods Market's annual food trend predictions offer valuable insights into the changing landscape of consumer preferences and wellness.
As 2024 approaches, these trends are set to shape the way we shop and eat, emphasising the importance of natural, sustainable, and health-focused choices in our diets.
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