Retailer’s Trends Council predicts emerging flavors, culinary influences and products poised for the spotlight in the coming year
AUSTIN, Texas (Oct. 19, 2020) – Today, Whole Foods Market global buyers and experts unveiled their top 10 anticipated food trends for 2021 in the retailer’s sixth annual trends predictions. Hard kombucha, upcycled foods, leveled-up breakfasts and jerky made from produce are among the food influences expected to take off in the next year.
Each year, a Trends Council of more than 50 Whole Foods Market team members, including local foragers, regional and global buyers and culinary experts, compile trend predictions based on decades of experience and expertise in product sourcing, studying consumer preferences and being on the frontlines with emerging and existing brands. Significantly influenced by the state of the food industry, the 2021 trends report reveals some of the early ways the food industry is adapting and innovating in response to COVID-19 for a post-pandemic food world.
“There have been radical shifts in consumer habits in 2020. For example, shoppers have found new passions for cooking, they’ve purchased more items related to health and wellness, and more are eating breakfast at home every day compared to pre-COVID,” said Sonya Gafsi Oblisk, Chief Marketing Officer at Whole Foods Market. “Food trends are a sign of the times, and our 2021 trends are no exception.”
While Whole Foods Market’s predictions for 2020, including regenerative agriculture, new varieties of flour and meat-plant blends, continue to evolve, the 2021 trends represent what’s new and next for the coming year and what consumers should expect to see on the food scene.
Whole Foods Market’s top 10 food trend predictions for 2021:
EPIC BREAKFAST EVERY DAY
With more people working from home, the most important meal is getting the attention it deserves, not just on weekends, but every day. There’s a whole new lineup of innovative products tailored to people paying more attention to what they eat in the morning. Think pancakes on weekdays, sous vide egg bites and even “eggs” made from mung beans.
Try the Trend: 365 by Whole Foods Market Atlantic Salmon (coming 2021): Hot Smoked, Cold Smoked; Just Egg Folded plant-based “eggs”; Whole Foods Market Dutch-Style Pancake Bites; Meatless Farm: Meat Free Sausage Patties, Meat Free Breakfast Sausages link to The Meatless Farm; 365 by Whole Foods Market Organic Gluten Free Pancake & Waffle Mix; Whole Foods Market Uncured Ham & Gruyère Cheese Egg Bites; Birch Benders Pancake Keto Cups: Chocolate Chip, Classic Maple; Breakfast Pizza – found at Whole Foods Market’s pizza venues in select regions
WELL-BEING IS SERVED
The lines are blurring between the supplement and grocery aisles, and that trend will accelerate in 2021. That means superfoods, probiotics, broths and sauerkrauts. Suppliers are incorporating functional ingredients like vitamin C, mushrooms and adaptogens to foster a calm headspace and support the immune system. For obvious reasons, people want this pronto.
Try the Trend: Cleveland Kraut: Roasted Garlic, Gnar Gnar; Beekeeper’s Naturals B.Powered Superfood Honey; Om Mushroom Superfood Mighty Mushroom Broth; Navitas Organics Superfood+ Adaptogen Blend Smoothie Booster; Health-Ade Kombucha PLUS: Belly Reset, Beauty, Energy; fresh exotic citrus fruits like Buddha’s Hand
COFFEE BEYOND THE MUG
The love affair between humans and coffee burns way beyond a brewed pot of joe. That’s right, java is giving a jolt to all kinds of food. You can now get your coffee fix in the form of coffee-flavored bars and granolas, smoothie boosters and booze, even coffee yogurt for those looking to crank up that breakfast parfait.
Try the Trend: Jameson Cold Brew Irish Whiskey; Marge Granola Georgetown Coffee Nib Muesli (coming 2021); 365 by Whole Foods Market Coffee & Almond Protein Chewy Bites (coming late 2020); EVOLVED Coffee Keto Cups; Nancy’s Oatmilk Non-Dairy Yogurt – Cold Brew Coffee with Vanilla; Blender Bombs Coffee, Almond Butter & Cacao Smoothie Booster
BASICS ON FIRE
With more time in the kitchen, home chefs are looking for hot, new takes on pantry staples. Pasta, sauces, spices — the basics will never be boring again. Get ready for reimagined classics like hearts of palm pasta, applewood-smoked salt and “meaty” vegan soup.
Try the Trend: Whole Foods Market Applewood Smoked Salt; Spicewalla Chai Masala spice; RightRice Risotto (coming 2021): Basil Pesto, Creamy Cracked Pepper; Acid League Living Vinegar: Meyer Lemon Honey, Strawberry Rose; link to The Acid League; Whole Foods Market Hearts of Palm Linguine; Otamot Sauce made with organic vegetables: Organic Essential, Spicy Organic; Upton’s Naturals Vegan Soup: Chick Tortilla, Italian Wedding
BABY FOOD, ALL GROWN UP
Thanks to some inspired culinary innovation, parents have never had a wider or richer range of ingredients to choose from. We’re talking portable, on-the-go squeeze pouches full of rhubarb, rosemary, purple carrots and omega-3-rich flaxseeds. Little eaters, big flavors.
Try the Trend: 365 by Whole Foods Market new Organic Baby Food: Pear Strawberry Rhubarb, Apple Pumpkin Blueberry with Ground Chickpeas, Apple Butternut Squash with Ground Oats and Turmeric; Happy Baby Organics (coming 2021): Sweet Potatoes & Olive Oil with Rosemary; Purple Carrots, Cauliflower & Avocado Oil with Oregano; Pumpkin Tree Organic Mango Purée with Oat Fiber & Seeds + a squeeze of Orange; Once Upon a Farm Organic OhMyMega Veggie! with Ginger and Flax Seed
Peels and stems have come a long way from the compost bin. We’re seeing a huge rise in packaged products that use neglected and underused parts of an ingredient as a path to reducing food waste. Upcycled foods, made from ingredients that would have otherwise been food waste, help to maximize the energy used to produce, transport and prepare that ingredient. Dig in, do good.
Try the Trend: The Ugly Company: 100% Upcycled Kiwis, Apricots and Peaches; Pulp Pantry Pulp Chips (coming 2021): Barbecue, Jalapeño Lime, Salt ‘n’ Vinegar; Barnana Organic Banana Bites: Peanut Butter, Dark Chocolate Peanut Butter Cup; Renewal Mill: 1-to-1 Baking Flour made from okara, or upcycled soybean pulp; Spudsy Sweet Potato Puffs snacks: Vegan Buffalo Ranch; ReGrained SuperGrain+ Bars made with an upcycled blend of barley, wheat and rye: Manuka Honey, Cinnamon & Turmeric Immunity, Blueberry, Sunflower & Ginger Antioxidant
Slide over, olive oil. There’s a different crop of oils coming for that place in the skillet or salad dressing. At-home chefs are branching out with oils that each add their own unique flavor and properties. Walnut and pumpkin seed oils lend a delicious nutty flavor, while sunflower seed oil is hitting the shelves in a bunch of new products and is versatile enough to use at high temps or in salad dressing.
Try the Trend: 365 by Whole Foods Market Expeller Pressed Walnut Oil; International Collection Pumpkin Seed Oil; 88 Acres Seed Dressing, Smoky Chipotle Dressing with Sunflower Seeds; 365 by Whole Foods Market Grain Free Cassava Flour Tortillas made with sunflower seed oil; innovative menu items from Whole Foods Market in-store venues like PLNT Burger’s Crispy Chik N Funguy Sandwich and Next Level Burger’s Tots and Fries, both made with organic sunflower seed oil
We tipped you off about hard seltzer bursting on the scene in 2018, and now alcoholic kombucha is making a strong flex on the beverage aisle. Hard kombucha checks all the boxes: It’s gluten-free, it’s super bubbly and can be filled with live probiotic cultures. Cheers to that!
Try the Trend: Strainge Beast Hard Kombucha: Ginger, Lemon & Hibiscus; Passion Fruit, Hops & Blood Orange; Juneshine Hard Kombucha: Blood Orange Mint, Acai Berry; BOOCHCRAFT Organic Hard Kombucha: Grapefruit Hibiscus; Kombrewcha Hard Kombucha: Ginger Lemon; Wild Tonic Hard Kombucha: Blueberry Basil, Mango Ginger; Jiant Hard Kombucha: The Original, Hicamaya; hard kombucha on tap at Whole Foods Market taprooms
THE MIGHTY CHICKPEA
You can chickpea anything. Yep, the time has come to think beyond hummus and falafel, and even chickpea pasta. Rich in fiber and plant-based protein, chickpeas are the new cauliflower — popping up in products like chickpea tofu, chickpea flour and even chickpea cereal. That’s garbanzo-bonkers.
Try the Trend: Biena Vegan Ranch Chickpea Puffs; Peppi’s Greek Gourmet GreekFreez frozen dessert made with chickpea aquafaba: Orange Chocolate, Mint Chocolate Chip; Chikfu Chickpea Tofu; Three Wishes Cereal made with chickpeas (coming 2021): Cinnamon, Honey; Siete Family Foods Chickpea Flour Tortillas; Banza Pizza made with chickpeas: Margherita, Roasted Veggie
FRUIT AND VEGGIE JERKY
Jerky isn’t just for meat lovers anymore. Now all kinds of produce from mushrooms to jackfruit are being served jerky-style, providing a new, shelf-stable way to enjoy fruits and veggies. The produce is dried at the peak freshness to preserve nutrients and yumminess. If that’s not enough, suppliers are literally spicing things up with finishes of chili, salt, ginger and cacao drizzle.
Try the Trend: Snack Jack Jackfruit Jerky: Cracked Pepper, Sweet Chili; Pan’s Zesty Thai Mushroom Jerky; Solely Organic Fruit Jerky: Mango with Chili & Salt, Pineapple with Chili & Salt, Mango with Drizzled Cacao; Wild Joy Banana Jerky: Original, Chipotle Lime, Ginger Teriyaki; Fat Top Farm Spicy Mushroom Jerky (coming late 2020)
“Try the Trend” products include a variety of items available now or coming to Whole Foods Market stores for either local or national distribution. Shoppers can seek out trending products by visiting Whole Foods Market on Amazon. About Whole Foods Market: For 40 years, Whole Foods Market has been the world’s leading natural and organic foods retailer. As the first national certified organic grocer, Whole Foods Market has more than 500 stores in the United States, Canada and the United Kingdom. To learn more about Whole Foods Market, please visit https://media.wholefoodsmarket.com.