Broccolini is 2026’s hottest vegetable as popularity soars

You might not have expected broccolini to be a big deal in 2026, but according to FullTilt Marketing, we could be seeing a lot more of the long-stalked vegetable next year.

The firm analyzed social media movement, consumer behavior, and culinary trends, and found that broccolini shifted from a specialty item to a popular choice, with a 25 percent year-over-year increase in social mentions.

This represents one of the highest growth rates in the vegetable category, leading the agency to name the broccoli hybrid as 2026’s vegetable of the year.

The broccolini movement

FullTilt points out that broccolini stood out as the only vegetable to gain disproportionate cultural traction within the category, which, in general, is becoming more popular thanks to Americans’ growing interest in health, comfort, and flavor. In 2025, vegetables overall became 5.3 percent more popular compared to the previous year.

But the broccolini is ahead of the curve, and buzz will only intensify in 2026. Melinda Goodman, Founder and Principal of FullTilt Marketing, says the long-stalked green is having a moment, which will turn into a full-on movement in 2026.

“Its growth is being driven by consumers who want foods that feel comforting and wholesome but also fresh, modern, and globally inspired,” she said. “Broccolini checks every box.”

The root of Sweet potatoes’ rising popularity

Sweet potatoes deserve an honorable mention, FullTilt Marketing says. The tuber experienced a 16 percent YoY increase in social conversation and ranked among the most popular vegetables this past year.

The firm attributes the root's popularity among consumers to its health benefits, including hormone balance, anti-bloat effects, polyphenols, and electrolytes, all of which are major health priorities for consumers nowadays.

The agency also highlights kabocha and endive as up-and-coming vegetables. They expect restaurants and chefs to experiment with them more in 2026, which could make them popular trends by the end of the year and into 2027.

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