Whole Foods Market’s Trends Council just released its 2027 forecast — an annual ritual built from a year of farm visits, trade shows, and restaurant scouting. Here are the five shifts coming to your aisles.
Terroir Goes Mainstream
The number-one trend is provenance: regional honey, single-estate chocolate, and named-source grains, plus “merroir” — how the ocean shapes seafood flavor. Shoppers want to taste exactly where food comes from. Expect single-estate olive oils, Parmigiano Reggiano from select Parma farms, and coffee brands telling origin stories right on the bag.
Beautrition: Food as Skincare
Trend two blurs snack and serum. Collagen jelly sticks, sea moss gummies, and olive oil shots promise skin benefits from the grocery aisle, as shoppers chase collagen, antioxidants, and hydration. Even sardines and oysters are getting attention as beauty foods.
The Yoshoku Effect
Japanese comfort food keeps gaining in the U.S. — think milk bread, matcha everything, and mochi desserts. Whole Foods calls it one of the fastest-moving ideas in everyday kitchens.
Bitter Is the New Sweet
Bitter flavors are rising in packaged foods and drinks: fennel pollen, tarragon, burnt sugar, licorice root, even ash and quinoa folded into chocolate.
Simpler Labels, Bigger Beans
Shoppers are scrutinizing ultra-processed ingredients — Whole Foods already bans more than 300 of them — while beans and legumes keep booming as protein and fiber staples.
Sources: Whole Foods Market Trends Council
