A boom in hydrating ready-to-drink beverages, a new wave of aquatic ingredients, added crunch to every meal, and fusion snack foods with international appeal are among the top 10 anticipated food trends for 2025 according to Whole Foods Market.
The Whole Foods Market Trends Council – a collective of more than 50 Whole Foods Market team members ranging from foragers and buyers to culinary experts – develop trend predictions each year through a combination of deep industry experience, keen observation of consumer preferences, and collaborative sessions with emerging and established brands.
Now in its 10th year of forecasting, the Trends Council reflects on a decade of sharing innovation and culinary exploration that crosses every aisle.
“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,” said Sonya Gafsi Oblisk, Chief Merchandising and Marketing Officer at Whole Foods Market.
“We’re eager to see these trends take shape and inspire our customers in the year ahead.”
International Snacking
Snack brands are adding in global flavours to create fusion foods that have mass appeal and entice consumers to try something new. On packaging, brands can tell their snack story by sharing their cultural roots and nostalgic childhood food memories.
Ever-Adaptable Dumpling
Dumplings, also known as pocket foods, are showing up in multiple aisles including frozen and shelf-stable single-serve formats. These products hit on a few trends – many are authentic to a founder’s cultural roots and ripe for fusion and unexpected mash-ups.
Crunch: Texture of the Moment
From crispy grains and granola to sprouted and fermented nuts to roasted chickpeas and mushroom chips – consumers are increasingly reaching for these items to enhance meals and add texture to meals. Brands are creating crunchier versions of the ever-popular chili crisp, while new seasonings marketed for their texture are stars of salads and roasted veggies.
Hydration Hype
Reusable water bottle culture is upon us, but consumers want more from their H2O these days, seeking added electrolytes and hydration in more innovative forms. New players are emerging in the space, like cactus waters that contain antioxidants and electrolytes, and better-for-you competitors to sugary and artificially colored sports drinks. Even kids can get in on this trend with new and tasty beverages in fun formats like pouches and mini coconuts.
Tea’s Time
There’s tea talk everywhere you turn –both in flavor popularity for food like desserts and granola (chai, Earl Grey, London fog), new steeping formats (tea strips, cold-brew bags for water bottles and powders) and a wave of new hot products like plant-based milk teas and sparkling teas. Vintage-inspired adult tea parties are poised to replace happy hour as customers looking for function can seek out brews with added adaptogens and benefits.
Next-Level Compostable
Products that aren’t ditching packaging completely are going the compostable route, making some or all elements of their packaging compostable.
More-Sustainable Sips
Forward-thinking boozy brands are working to reduce their environmental footprints by embracing regenerative practices and lower-impact packaging. Meanwhile, beer and whiskey brands are embracing ingredients like drought-resistant fonio or regeneratively farmed kernza.
Sourdough Stepped Up
Following the home-baking trend fo the pandemic, sourdough has moved into grocery aisles in both traditional and innovative ways – pizza crusts, flatbreads, brownies, crackers, chocolate and more – with customers looking for the benefits and flavour that sourdough offers without spending hours in the kitchen.
Plant-Based Aquatic Ingredients
With the continued popularity of seaweed and the increasing interest in harvesting readily available aquatic plants for more-sustainable sources of protein and nutrients, the tide is turning toward foods made with more sea and freshwater greens. Sea moss has been making a splash as wellness ingredient, while duckweed (water lentils) and agar-agar are in the early stages of emerging on the scene.
Protein Power-Up
Consumers are looking to incorporate more protein in their diet beyond traditional powders and bars, with an emphasis on ramping up protein consumption at meal times and with “whole food” snacking.