AUSTIN, TX — Whole Foods Market’s Trends Council revealed its top 10 food trends it anticipates for 2024.
Each year, a coalition of more than 50 team members from the retailer collect trend predictions based on experience in the industry, consumer preferences and workshopping with a range of brands.
“Our annual food trends predictions list is a way for us to pull back the curtain for customers and share insight into what our buyers and culinary experts are keeping on their radar for the upcoming year,” said Cathy Strange, ambassador of food culture for Whole Foods Market and member of the Trends Council. “From specific product ingredients and flavor trends to growing movements in the food industry, we can’t wait to see these trends gain momentum in the year ahead.”
Of the top 10 trends, two specifically referred directly to the baking industry: Buckle Up for Buckwheat and Little Luxuries.
Buckwheat is an ancient grain-like seed that is gaining traction in the CPG space. With its protein, carbs and fiber benefits as well as being naturally gluten-free, the ingredient is appearing on retail shelves. Buckwheat can be found in products such as Maine Crisp Buckwheat Crackers in Savory Fig & Thyme, Bob’s Red Mill Buckwheat Pancake & Waffle Mix and Fancy Pants Vegan Chocolate Cardamom cookies with buckwheat flour, which will debut in December.
Spurred by “Little Treat Culture,” which gained popularity on TikTok, this trend focuses on small tastes of indulgence often found in single-serve packages and at a lower price point. Some treats identified by the Trends Council for this trend include the retailer’s self-serve macarons from its perimeter bakery.
Other trends mentioned include the upcycling of cacao, spice-infused food and drink, and products created to support women’s health in several ways. For the full list of trends and additional insights, visit the Whole Foods website.
