What's next in food? Whole Foods Market shares 8 trend predictions for 2026
The Whole Foods Market’s Trends Council predicts 2026 will be the year of fiber frenzy, fine-dining freezer finds, and an uptick in tallow. The forecast is part of the retailer’s annual Trends predictions report.
In a press release, Whole Foods Market explains its Trends Council—a collective of team members ranging from foragers and buyers to culinary experts—develops this trends report each year through a combination of deep industry experience, keen observation of consumer preferences, and collaborative sessions with emerging and established brands.
“This year’s trends highlight how curiosity, creativity, and conscious choices are shaping the way people eat and shop,” said Sonya Gafsi Oblisk, Chief Merchandising and Marketing Officer at Whole Foods Market. “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.”
Whole Foods Market’s food predictions for 2026—a breakdown
Tallow’s trendy takeover
From whipped to herb-infused varieties, beef tallow is making a comeback as a nourishing and nostalgic fat, says the retailer’s trends report.
Once a staple in traditional cooking and prized for its high smoke point and rich flavor, tallow is being rediscovered by consumers who value ancestral ingredients and are looking for oil alternatives.
Whole Foods Market says this old-school fat is having a moment on social media, and for customers supporting “nose to tail” use of the animal, this product provides a use for fat that is normally discarded.
Fiber—Don’t call it a comeback
Protein continues to be king, says the report, but fiber is gaining traction as consumers seek gut health, holistic digestive wellness, and natural ways to feel fuller longer.
Brands are getting on board with more fiber-forward callouts on packaging, and increasingly, Whole Foods Market is seeing products with added fiber hitting the shelves, like pastas, breads, crackers, and bars.
Year of the female farmer
The retailer says consumers may have already started to notice an increase in the number of women in agriculture highlighted in media, event panels, and on brand websites and packaging. According to Whole Foods Market, this visibility will translate into support at the register.
Brands are taking part, too. The Whole Foods Market highlights companies like Lotus Foods, which supports women on the farms they source from by providing premium wages and funding improvements in their local communities.
The retailer also mentions Kvarøy Arctic, which has an international scholarship and internship program specifically for women focused on aquaculture. Also, True Moringa supports women tree crop farmers in Ghana, allotting them a plot of land and providing training, access to irrigation, organic certification, childcare, health insurance, and more.
Haut kitchen couture
Dubbed “dopamine décor,” the report says this feel-good design concept, which creates vibrant home spaces that are emotionally uplifting, is now venturing onto kitchen counters.
Today’s consumers are drawn to eye-catching artwork that was previously reserved for wine labels but now brings an aesthetic appeal to everyday items and staples, says Whole Foods.
Brands have embraced this movement with bright, bold colors and designs that can enhance any countertop or kitchen shelf.
Freezer dinners—but make them fancy
The Whole Foods Market report says a wave of new frozen meals, appetizers, and sides means good news for consumers eager to have a delicious eating experience at home.
Customers are looking to pair high-quality ingredients with globally-inspired flavors and time-saving hacks. Frozen options are perfect for meal planners who need a night off or budget-conscious foodies who want a break from eating out, the report says.
Very vinegar
From sipping tonics to crushed fruit–infused varieties and raw, unfiltered “living” versions, Whole Foods says consumers are getting creative with vinegars, because they add depth and complexity while also delivering probiotic-like benefits.
Vinegar, or “sour wine” as it was once called, dates back thousands of years and was even used medicinally. Today, some content creators swear by drinking pickle brine before meals to stabilize blood sugar.
Now we’re witnessing vinegar’s modern renaissance, with consumers seeking out premium, small-batch options, bold new flavors, and innovative formats that elevate everything from home-cooked meals to craft cocktails and mocktails on restaurant menus, says the report.
Naturally sweet is always trendy
Having a sweet tooth will never go out of style, but Whole Foods says they’re seeing more customers who are mindful of their sugar intake.
This cohort is opting for products that are subtly sweetened with real cane sugar over alternative sources, the report explains, or simply sweetened with whole fruit, honey, or maple syrup.
Instant but gourmet
Once a word only associated with microwaves and convenience, now consumers can find innovative and better-for-you instant options, says the retailer.
TikTok is helping to reshape instant’s once boring reputation, with creators flaunting travel-ready, barista-level lattes and “desk drawer ramen” that uses bone broth bases, chili crisps, and adaptogenic add-ins.
The retailer reports seeing traditional products like ready-made rice upgrading their sourcing standards and emerging brands ready to disrupt the space. “Just add water” is getting the glow-up it’s needed for a while, they say.
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