Top 8 food trends in the market for 2024


As 2023 draws to a close, Whole Foods Market presents its top 8 anticipated food trends for 2024. The annual forecast report is produced by the Grocers Trends Council – a group of more than 50 Whole Foods market team members, including marketers, buyers and culinary experts. expert.Read more: Food Cooking techniques: Consider specialty cooking techniques such as sous-vide, grilling, or baking

“Our annual food trends forecast list is a way for consumers to pull back the curtain and share information about what our buyers and culinary experts have on their radar for the year ahead,” said Cathy Strange. There is a way.” Food market.

Whole Foods Market’s Top 8 Trending Items to Watch in 2024

Simple ingredient plant products

There are complex meat alternatives and protein-forward products made with simple ingredients like mushrooms, walnuts, tempeh and beans. The change is already affecting the plant-based industry, as Veggie Grill just announced a menu refresh that will bring the chain back to its whole-ingredient roots.

Whole cocoa

As upcycling continues to gain popularity, the use of by-products such as cocoa pulp (a practice that other countries have practiced for centuries) is something to look forward to in 2024. Instead of throwing the cocoa pulp away, jellies and jams are now being made. Similarly, the new cacao fruit powder is a sugar alternative that doesn’t compromise the sweet, spicy flavor.


Buckwheat has a lot going for it. It is used as a cover crop to support soil health; It is a superfood containing protein, carbohydrates and fiber; And it’s naturally gluten free. As more brands embrace regenerative agriculture, grains can appear in everything from plant-based milk alternatives to crackers and granola.

Fancy fake fish

Caviar is no longer just for the wealthy – this delicacy has exploded in popularity over the past several years and fancy fish has become a hot commodity. As such, plant-based brands are capitalizing on this trend and creating innovative alternative seafood products. Look for carrots masquerading as lox, trumpet mushrooms instead of scallops, and root vegetable konjac appearing in sushi rolls and poke bowls.

Water management

In 2024, products promoting water conservation will be available in grocery stores. Whether it’s responsibly grown food or lifestyle brands promoting water-conscious products like dry shampoo, shampoo bars and laundry detergent sheets – consumers and brands are rallying together in the interest of water conservation.

critical heat

Pepper is hot right now – literally and figuratively – and it’s getting hotter. In fact, hot pepper experts from South Carolina, who bred and cultivated the California Reaper (previously the world’s hottest pepper) a decade ago, broke their own record with a pepper that was three times hotter.

Ramen is all the rage

Brands are embracing consumers’ love of ramen with new innovations on old classics, often made without certain preservatives or added MSG. The demand for simple, convenient meals is unwavering and noodles offer all the comfort of a hot meal without the hassle of extensive preparation.

Little Treat Culture

TikTok is a constant source of inspiration for food trends, and the introduction of “little treat culture” has seen brands reduce both the price and format of their products. Small things can be daily rituals, like traveling with bubble tea, or spontaneous rewards, like throwing a cookie or bath bomb in the car. Either way, shoppers are looking for single-serving pack sizes that are easy to buy quickly without breaking the bank.

Women’s Health

Social media has made it possible for women to have more public conversations about their health, shedding light on symptoms and life stages that were previously secret. Brands have taken note and are now creating new products for periods, pregnancy, postpartum and menopause. Some companies also offer foods specifically formulated for various aspects of women’s health, such as menopause energy bars.

Caffeine with a purpose

Sure, consuming caffeine is great – but what about caffeine with added functional benefits? This is a better boost. In 2024, expect to see new coffee and energy drinks with functional ingredients like mushrooms, adaptogens, probiotics and more.

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