Last updated on October 25th, 2024
Whole Foods Market’s Trends Council has released its 10th annual Top 10 anticipated food trends predictions report.
For 2025, Whole Foods Market forecasts a boom in hydrating ready-to-drink beverages, a new wave of aquatic ingredients, added crunch to meals and fusion snack foods with international appeal.
The Whole Foods Market Trends Council – a collective of more than 50 Whole Foods Market employees ranging from foragers and buyers to culinary experts – develop these trend predictions each year through a combination of industry experience, observation of consumer preferences and collaborative sessions with emerging and established brands.
“Our 10th anniversary of trend forecasting marks an important milestone for us, reflecting a decade of sharing innovation and culinary exploration that crosses every aisle,” said Sonya Gafsi Oblisk, chief merchandising and marketing officer.
“This year, we’re especially excited to celebrate how far we’ve come by spotlighting trends for 2025 that not only reflect growing consumer preferences but also push the boundaries of what’s possible for the world of food. We’re eager to see these trends take shape and inspire our customers in the year ahead.”
Whole Foods Market’s top 10 food trend predictions for 2025 include:
- International snacking – The snack aisle is a perfect place for disruption with brands taking on salty snacks like popcorn and adding in global flavors to create fusion foods that have mass appeal and entice consumers to try something new. On packaging, brands can tell their snack story by sharing their cultural roots and nostalgic childhood food memories. Products in this trend introduce consumers to different parts of the world through a mix of traditional international snacks and new combinations.
- Ever-adaptable dumpling – Dumplings are dough pockets with a typically savory filling, usually cooked by boiling, steaming or pan frying. Also known as pocket foods, they’re showing up in multiple aisles including frozen and shelf-stable single-serve formats. These products hit on a few trends — many are authentic to a founder’s cultural roots and are ideal for fusion and unexpected mash-ups, which have continued popularity on TikTok and restaurant menus. Dumplings are long-standing staples in cuisines across the globe, making them a trend everyone can feel involved in and get excited about.
- Crunch: Texture of the moment – Consumers are increasingly reaching for crunchy items to enhance meals and add texture to meals. Brands are creating crunchier versions of the chili crisp, while new seasonings marketed for their texture are stars of salads and roasted veggies. Dehydrated fruits and candy are taking over social media, with consumers seeking a light, airy crunch. This trending texture can also be seen in beverages and desserts.
- Hydration hype – Reusable water bottle culture is upon us, but consumers want more from their H2O, seeking added electrolytes and hydration in more innovative forms. It’s impossible to ignore the growing trend at food and beverage trade shows, where you’ll find popsicles with electrolytes, sparkling coconut water, chlorophyll water and protein water.
- Tea’s time – There’s tea talk everywhere you turn — both in flavor popularity for food like desserts and granola, new steeping formats and a wave of new hot products. Vintage-inspired adult tea parties are poised to replace happy hour as customers looking for function can seek out brews with added adaptogens and benefits.
- Next-level compostable – Products that aren’t ditching packaging completely are going the compostable route, making some or all elements of their packaging compostable. Some brands are entering new territory with home-compostable products, meaning all components can compost in a home bin versus requiring a commercial process. In the produce world, Rainer Fruit is working on commercially compostable produce stickers.
- More sustainable sips – Forward-thinking boozy brands are working to reduce their environmental footprints. Natural and organic wines may not be new, but brands are taking things a step further by embracing regenerative practices and lower-impact packaging. Meanwhile, beer and whiskey brands are embracing ingredients like drought-resistant fonio or regeneratively farmed kernza.
- Sourdough stepped up – During the pandemic, we saw a sourdough resurgence with at-home bakers trying their hand at the classic fermented bread. Whole Foods Market is seeing this trend move into grocery aisles in traditional and innovative ways with customers looking for the benefits and flavor that sourdough offers without spending hours in the kitchen. There’s also a variety of innovative sourdough breads launching in the Whole Foods Market Bakery, including Pumpkin Turmeric.
- Plant-based aquatic ingredients – With the continued popularity of seaweed and the increasing interest in harvesting readily available aquatic plants for more-sustainable sources of protein and nutrients, the tide is turning toward foods made with more sea and freshwater greens.
- Protein power-up – Consumers are looking to incorporate more protein in their diet beyond traditional powders and bars, with an emphasis on ramping up protein consumption at meal times and with “whole food” snacking. Recipes incorporating cottage cheese may have kick-started customers’ desires to seek out protein in whole food sources, with consumers prioritizing animal protein.
“Whole Foods Market has been keeping an eye on trends and spotlighting innovation in food and beverage from the beginning,” said Cathy Strange, ambassador of food culture for Whole Foods Market and member of the trends council.
“From important food movements around animal welfare, climate, and transparency, to the evolving tastes and preferences of consumers, trends in food end up driving our dinner table conversations for years to come and help spark some of the best ideas and solutions for the future.”
