As 2027 approaches, Whole Foods Market has identified several emerging food trends expected to shape consumer preferences in the coming year. The Amazon-owned grocery chain’s Trends Council, comprising food industry experts, culinary professionals, and product foragers, analyzed current eating habits and retail innovations to predict key developments in ingredients, flavors, and eating patterns.

Among the notable trends highlighted is the growing interest in origin transparency. Shoppers are increasingly seeking products with clear provenance, such as regional honey and single-estate chocolates. Whole Foods cited examples like Row 7 Seed Co., which markets tinned produce linked to specific local farms, allowing customers to trace items like sweet prince tomatoes directly to their source in Seneca Lake, New York.

Another trend gaining traction is “Beautrition,” a category focused on foods believed to enhance skin health. This includes items rich in collagen, antioxidants, healthy fats, and hydration, such as carrots, cabbage, cucumbers, sardines, and oysters. According to Whole Foods, consumers are motivated by the potential skin benefits of these nutrient-dense foods.

Japanese comfort food, particularly dishes classified under yoshoku—a style that adapts European and American cuisine to Japanese tastes—is also rising in popularity. Social media platforms have amplified interest in meals like omelet rice, omurice, shio pan (salted bread), and katsu sandwiches. The grocery chain noted that its 2025 launch of Japanese-style milk bread received significant online attention.

Experimentation with food combinations remains a significant theme both in home kitchens and commercial offerings. Customers have been creating innovative dishes such as ramen topped with birria and burgers transformed into tacos. Reflecting this trend, Whole Foods announced upcoming new products like Laoban Birria Soup Dumplings, Zuppa Toscana Take and Bake Pizza, and Beef Shawarma Soup slated for release through 2027.

Consumer preference is also trending toward products with shorter, simpler ingredient lists. Driven by increased awareness of food additives and ultra-processed ingredients, shoppers favor items with more transparent, manageable compositions. Whole Foods mentioned Teton Waters Ranch’s 100% Grass-Fed Beef Meatballs as an example of this shift.

The appeal of more bitter flavors has emerged as well, a preference the council associates with a heightened focus on digestive health and palate expansion. This has led to increased availability of bitter greens such as broccoli rabe and dandelion greens, alongside nonalcoholic bitter cocktails in the marketplace.

Sustainability and waste reduction continue to be priorities for consumers. The council highlighted companies like Renewal Mill, an Oakland-based brand that repurposes food byproducts—including oat pulp and okara—into baking ingredients, aligning with shopper interest in zero-waste initiatives.

Finally, legumes have moved beyond their traditional role as side dishes to become central components of meals. Pulses like butter beans, lentils, and heirloom beans are being consumed as main courses to support diets richer in protein and fiber. Food producers are responding by offering products such as instant lentil bowls and chickpea snacks.

Whole Foods Market’s Trends Council, which began annual forecasting in 2015, compiles its findings by monitoring farmers’ markets, trade shows, and neighborhood restaurants. The group’s ongoing observations provide a lens into evolving consumer tastes and innovative product developments expected to influence grocery retail in 2027.