Fiber named top 2026 trend by Whole Foods

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Fiber named top 2026 trend by Whole Foods

9 Oct 2025

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

AUSTIN, TX — Year after year, Whole Foods Market leans on its Market Trends Council to identify top food trends for the future. The retailer continued this pattern with the release of eight food trends slated to define and shape 2026.

“Each year, our Trends report captures the pulse of what’s next in food, and 2026 is no exception,” said Sonya Gafsi Oblisk, chief merchandising and marketing officer at Whole Foods Market. “This year’s trends highlight how curiosity, creativity and conscious choices are shaping the way people eat and shop. We’re inspired by the innovation we’re seeing across the food landscape and can’t wait to watch these ideas come to life in our aisles and beyond.”

A collective of Whole Foods employees across various specialties lends their perspectives to develop the Trends report, which is an amalgamation of consumer preference insights and collaborations with CPG companies.

“Our trends predictions are inspired by the council’s deep expertise and boots-on-the-ground discovery — at farmers markets, industry trade shows, local restaurants and more,” said Cathy Strange, ambassador of food culture for Whole Foods and a Trends Council member. “The 2026 list reflects how quickly ideas can move from emerging concepts to everyday favorites. It’s exciting to see how these trends will shape conversations in kitchens, communities and the broader food culture in the year ahead.”

“This year’s trends highlight how curiosity, creativity and conscious choices are shaping the way people eat and shop.” — Sonya Gafsi Oblisk | chief merchandising and marketing officer | Whole Foods Market

Of the eight outlined by the council, two stand out in terms of relevance to the baking industry: fiber and frozen foods.

Fueled by fiber

While protein has been the health claim on everyone’s mind as of late, piqued consumer interest in gut health is steering shoppers toward fiber-filled offerings such as breads, crackers and bars. The Trends Council identified an uptick in labeling that calls attention to a product’s fiber content.

Two standouts defined by the retailer include Sola bagels in Everything and Blu-Berry flavors, as well as Olyra Blueberry Soft Baked Bites.

Frozen and flavorful

As consumers seek restaurant-style experiences on a budget, they oftentimes turn to the freezer section of their local grocery store. Frozen foods in categories such as appetizers and sides also satiate interest in global flavors and time-saving meal options.

One such brand aligned with this trend is Flour + Water, which unveiled a flash-frozen pizza line at Whole Foods this summer.

View the complete list of 2026 food trends on the Whole Foods website.