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Whole Foods Market Reveals Top 10 Food Trends for 2018

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Floral flavors, functional mushrooms and root-to-stem recipes are among the most anticipated food trends expected to take off in 2018, according to Whole Foods Market. Based on more than 100 years of combined experience in product sourcing and studying consumer preferences, the retailer’s global buyers and local experts have released a list of the up-and-coming flavors, products and culinary influences for the year ahead.

Whole Foods Market’s top 10 trends for 2018 include:

Floral Flavors

Culinary stars have embraced edible petals for years, but floral inspiration is finally in full bloom. From adding whole flowers and petals into dishes to infusing botanical flavors into drinks and snacks, this top trend makes for a subtly sweet taste and fresh aromatics. Lavender lattes and pink hibiscus teas are heating up the trend, while elderflower is popular in cocktails and bubbly drinks.

Super Powders

Because they’re so easy to incorporate, powders have found their way into lattés, smoothies, nutrition bars, soups and baked goods. For an energy boost or an alternative to coffee, powders like matcha, maca root and cacao are showing up in mugs everywhere. Ground tumeric powder is still on the rise, while smoothie fans are raising a glass to powders like spirulina, kale, herbs and roots.

Functional Mushrooms

Shoppers are buzzing about functional mushrooms, which are traditionally used to support wellness as an ingredient in dietary supplements. Now, varieties like reishi, chaga, cordyceps and lion’s mane star in products across categories. Bottled drinks, coffees, smoothies and teas are leading the way. The rich flavors also lend themselves to mushroom broths, while the earthy, creamy notes pair well with cocoa, chocolate or coffee flavors. Body care is hot on this mushroom trend too, so look for a new crop of soaps, hair care and more.

Feast from the Middle East

Foods like hummus, pita and falafel were tasty entry points, but now consumers are ready to explore the deep traditions, regional nuances and classic ingredients of Middle Eastern cultures, with Persian, Israeli, Moroccan, Syrian and Lebanese influences rising to the top. Spices like harissa, cardamom and za’atar are hitting more menus, as well as dishes like shakshuka, grilled halloumi and lamb. Other trending Middle Eastern ingredients include: pomegranate; eggplant; cucumber; parsley; mint; tahini; tomato jam; and dried fruits.

Transparency 2.0

More is more when it comes to product labeling. Consumers want to know the real story behind their food, and how that item made its way from the source to the store. GMO transparency is top-of-mind, but shoppers seek out other details, too, such as Fair Trade certification, responsible production and animal welfare standards. Whole Foods Market is making a push toward transparency in the following ways:

  • In January 2018, all canned tuna in Whole Foods Market stores will come from sustainable one-by-one catch methods;
  • In September 2018, labels will provide GMO transparency on all items in stores; and
  • Dishes from Whole Foods Market food bars and venues are now labeled with calorie information. The FDA’s deadline for nutrition labeling is among the first regulatory steps for greater transparency, but expect consumers and brands to continue leading the way into a new era of product intel.

High-Tech Goes Plant-Forward

Plant-based diets and dishes continue to dominate the food world, and now the tech industry has a seat at the table, too. By using science to advance recipes and manipulate plant-based ingredients and proteins, these techniques are creating mind-bending alternatives like “bleeding” vegan burgers or sushi-grade “not-tuna” made from tomatoes. These new production techniques are also bringing some new varieties of nut milks and yogurts made from pili nuts, peas, bananas, macadamia nuts and pecans.

Puffed & Popped Snacks

Crunchy snacks are perennial favorites, but new technology is revolutionizing all things puffed, popped, dried and crisped. New extrusion methods (ways of processing and combining ingredients) have paved the way for popped cassava chips, puffed pasta bow ties, seaweed fava chips and puffed rice clusters.

Tacos Come Out of Their Shell

This street-food star is no longer limited to a tortilla or to savory recipes. Tacos are showing up for breakfast, and trendy restaurants across the country have dessert variations. Most of all, tacos are shedding their shell for new kinds of wrappers and fillings too – think seaweed wrappers with poke filling. Classic tacos aren’t going anywhere, but greater attention to ingredients is upping their game. One end of the spectrum is hyper-authentic cooking with things like heirloom corn tortillas or classic barbacoa. And thanks to brands like Siete, there are grain-free options for paleo fans, too.

Root-to-Stem

Between nose-to-tail butchery and reducing food waste, a few forces are combining to inspire root-to-stem cooking, which makes use of the entire fruit or vegetable, including the stems or leaves that are less commonly eaten. Recipes like pickled watermelon rinds, beet-green pesto or broccoli-stem slaw have introduced consumers to new flavors and textures from old favorites.

Say Cheers to the Other Bubbly

LaCroix may have paved the way, but now there’s an entire booming category of sparkling beverages vying for consumer attention. Just don’t call them “soda.” These drinks are a far cry from their sugary predecessors. Flavored sparkling waters like plant-derived options from Sap! (made with maple and birch) and sparkling cold brew from Stumptown are shaking up a fizzy fix.

This year’s predictions came from Whole Foods Market’s experts and industry leaders who source items and lead trends across the retailer’s cheese, grocery, meat, seafood, prepared foods, produce and personal care departments, and spot trends for the retailer’s more than 470 stores.

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