Whole Foods Market’s trends council has published its top 10 anticipated trends for 2023, in the retailer’s eighth annual list of predictions. Each year, the trends council, a collective of more than 50 Whole Foods Market team members compile trend predictions based on experience and expertise in product sourcing and studying consumer preferences, as well as workshopping with emerging and existing brands.
 
“Our trends predictions are an exciting look at where we believe both product innovation and customer preferences are headed in the coming year. We anticipate seeing these trends in the food industry at large, on dinner tables, in lunch boxes, and on our store shelves,” said Sonya Gafsi Oblisk, chief marketing officer. “We’re thrilled to see things like baked goods with upcycled pulp from plant-based milks and ingredients like farmed kelp continue to gain popularity. From product labels that include sustainability efforts to poultry and egg suppliers that are leading the way in animal welfare, many of this year’s trends predictions showcase brands on a mission to make a true impact. We look forward to watching these trends come to life in our aisles in 2023.”
 
New Brew: Yaupon
 
Yaupon, a holly bush found in the southern region of the U.S., is North America’s only known caffeine-producing plant. Indigenous Americans brewed it into herbal tea and prepared it during purification rituals. It has a mild, earthy flavor and unique benefits, and has become increasingly popular.
 
Pulp With Purpose
 
One in three consumers use a non-dairy milk alternative at least once a week, Whole Foods Market reports, citing data from market researcher Morning Consult. The retailer projects that there will be an influx of brands innovating with upcycled oat, soy, and almond pulp to create new confectionary products, including alternative flours, baking mixes, and ready-to-eat sweets.
 
Produce Meets Pasta
 
Following trends like chickpea pasta, cauliflower gnocchi, and zucchini noodles, Whole Foods Markets predicts more pasta alternatives to help improve vegetable and fruit intake, with ingredients like spaghetti squash, hearts of palm, and green bananas.
 
The Great Date
 
Dates are having a major renaissance as a sweetener for at-home bakers, as well as in the forms of pastes and syrups, and in products like ketchup and overnight oats.
 
A Poultry Revolution
 
Consumers are more concerned than ever about the welfare of chickens, and it is translating to both poultry and eggs. The Global Animal Partnership is implementing a new initiative, the Better Chicken Project, to help improve birds’ lives as well as the quality of meat.
 
These concerns also resonate in buying patterns for eggs, with better-than-cage-free animal welfare standards for laying hens, which comes with a focus on outdoor time.
 
Help from Kelp
 
Kelp has a very potent ability to absorb carbon in the atmosphere, and kelp farming is becoming very relevant among the climate-conscious. It grows quickly, requires little fresh water or added nutrients, and is versatile in food products like noodles, chips, fish-free “fish” sauce, and beyond. As consumers seek out alternative ingredients and experiment with new flavors, kelp-inspired foods are gaining popularity. As consumers experiment with new ingredients and flavors, Whole Foods Market expects kelp-inspired foods to gain popularity.
 
Climate Conscious Callouts
 
Climate consciousness is more relevant than ever, and brands are working to improve the impact of food and beverage production. Labels frequently mention sustainability efforts as consumers expect brands and retailers to do more related to carbon and climate.
 
Whole Foods Market is setting quality standards which provide guidance on climate initiatives in order to improve consumer confidence on label claims.
 
Retro Remix
 
Nostalgia-inspired comfort foods like mac and cheese, pizza bites, old-school cereals and more are coming back. According to market researcher Mintel, 73% of U.S. consumers enjoy things that remind them of their past. Retro products are being reinvented for the wellness-conscious consumer to create a mashup of throwback indulgences with better ingredients and specialty diets in mind.
 
Only the Finest for Fido
 
More than 23 million American households adopted a pet during the pandemic, ASPCA reports. Innovation in dog products is more important than ever, and pet supplements and food recipes are dialing up taste and health attributes. Whole Foods Market requires all pet food and supplements to meet retailer quality standards for ingredients.
 
Avocado Oil Craze
 
Avocado oil is going mainstream, especially in cooking where it is valued for high oleic acid content and a high smoke point. It is taking the place of other oils like canola and safflower oil in snacks, mayonnaise, ready-to-eat meals, and more.