Sourdough rises on Whole Foods 2025 trends list

BACK TO ALL NEWS

Sourdough rises on Whole Foods 2025 trends list

16 Oct 2024

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 — Whole Foods Market has rolled out its 10th annual Trends prediction report.

“Our tenth 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 at Whole Foods Market. “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.”

The report is developed by the retailer’s Trends Council, which is composed of more than 50 Whole Foods Market team members across various specialties. The trends are outlined through a mix of industry knowledge, insight on consumer preference and collaborative sessions with CPG brands.

“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 and a Trends Council member. “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.”

Of the 10 food trends outlined by the retailer, five spotlight the innovation occurring within the baking industry.

International Snacking

With cross-generational interest in global foods, this trend leans into increased interest in products that fuse new flavors with familiar formats. Disruptive snacks intrigue consumers by offering a new eating experience. One brand recognized for its innovation aligned with this trend is Siete Foods for its new cookie varieties: Grain Free Hint of Mexican Vanilla Chocolate Chip and Grain Free Fresas con Crema.

Crunch: Texture of the Moment

Unique mouth feel is also drawing interest from consumers looking to elevate different meal occasions. While seen across various sections of the food and beverage space, the trend is populating on the baking side through inclusions in pastries and revamped formats. Freezecake, which participated in the retailer’s 2024 LEAP Early Growth Cohort, was recognized as a CPG brand that aligned with this trend through its Freeze-Dried Cheesecake Bites.

“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.” — Sonya Gafsi Oblisk | chief merchandising and marketing officer | Whole Foods Market

Tea’s Time

While commonly enjoyed in its original beverage format, the Trends Council noted an increase in new dessert products that drew flavor inspiration from teas such as chai, Earl Grey and London Fog. In fact, Whole Foods’ in-store bakery is leaning into this flavor profile with its Figgy Foggy Chantilly Cake and its soon-to-launch Vanilla Earl Grey Scone.

Next-Level Compostable

Sustainability is top-of-mind for consumers, but CPG brands are innovating beyond a product’s packaging. The report notes that some brands are breaking new ground with products that are fully compostable from home. Coyotas, a female-founded tortilla brand, offers its organic cassava tortillas in fully compostable packaging made from three plant materials. Similarly, Pacha bread products — including its Sourdough Sprouted Buckwheat Bread — come in compostable packaging.

Sourdough Stepped Up

Following the pandemic-induced rise of at-home sourdough making, CPG brands are bringing the fermented product to consumers in traditional and disruptive formats. With increased consumer interest in better-for-you foods, the gut health benefits of sourdough draw shoppers in. While Whole Foods’ in-store bakery is leaning into this trend with a Pumpkin Tumeric Sourdough, baking companies are taking the helm in this category. The retailer noted innovative products such as Wasa’s Swedish Style Sourdough Crispbread, Rudi’s Gluten-Free Sourdough Texas Toast with Garlic, Berlin Natural Bakery Old Fashioned Sourdough Spelt Bread, Base Culture Sourdough, Essential Bake-at-Home Sourdough and Patagonia Provisions Sourdough Sea Salt Organic Crackers.

Visit the Whole Foods website for a deep dive into the full 2025 trends list.

Advertisement

BACK TO ALL NEWS