Whole Foods Market’s global buyers and experts revealed in late October the most innovative food trends for 2020 in the retailer’s fifth annual trends predictions announcement. Regenerative agriculture, West African foods, meat-plant blends, and new varieties of flour are among the food influences and movements expected to take off next year.
Each year, more than 50 Whole Foods Market team members, including local foragers, regional and global buyers, and culinary experts, compile the report based on decades of experience and expertise in product sourcing, studying consumer preferences, and participating in food and wellness industry exhibitions worldwide.
And the Austin, Texas-based retailer’s 2019 forecasted trends, including a rise in hemp-infused and topical CBD products, faux meat snacks, and eco-conscious packaging, show no signs of slowing down.
Farmers, producers, academics, government agencies, retailers, and more are taking a closer look at how to use land and animal management practices to improve soil health and sequester carbon. While the term “regenerative agriculture” can have many definitions, in general, it describes farming and grazing practices that restore degraded soil, improves biodiversity, and increases carbon capture to create long-lasting environmental benefits, such as positively impacting climate change.
Consumers on the baking bandwagon are seeking out ingredients used in traditional dishes, like teff flour used for Ethiopian injera. 2020 will bring more interesting fruit and vegetable flours like banana, and cauliflower into home pantries, in bulk, and baking aisles, rather than already baked into crusts and snack products. Consumer packaged goods are replacing traditional alternative flours with tigernut flour in chips and snack foods, and tasty pastries made with seed flour blends. As consumers look for more ways to boost their bake, “super” flours delivering protein and fiber join the trend.
Foods from West Africa
From indigenous superfoods to rich, earthy dishes, traditional West African flavors are popping up everywhere in food and beverages. The trio of tomatoes, onions and chili peppers form a base for many West African dishes, and peanuts, ginger and lemongrass are all common additions. Brands are looking to West Africa for its superfoods too like moringa and tamarind, and lesser known cereal grains sorghum, fonio, teff, and millet.
Out-of-the-Box, Into-the-Fridge Snacking
The keyword is “fresh” in this new generation of grabbing and going—gone are the days when the only options were granola bars and mini pretzel bags. The refrigerated section is filling up with the kind of wholesome, fresh snacks typically prepared and portioned in advance at home: hard-boiled eggs with savory toppings, pickled vegetables, drinkable soups, and mini dips and dippers of all kinds, all perfectly portioned and in convenient single-serve packaging. Even nutrition bars have made their way from the shelves to the chiller, thanks to the addition of fresh fruits and vegetables. These snacking innovations mean ingredients lists are shrinking.
Plant-Based, Beyond Soy
Tofu scrambles may always have a place at the vegan breakfast table, but in 2020 the trendiest brands are slowing down on soy, which has traditionally dominated the plant-based protein space.
Some of the products touting “no soy” in the next year will be replacing it instead with innovative blends (like grains and mung beans) to mimic the creamy textures of yogurts and other dairy products. In the supplement aisle, brands are swapping soy for mung bean, hempseed, pumpkin, avocado, watermelon seed, and golden chlorella, maintaining the smooth textures in vegan protein powders and bringing a spectrum of plant-based amino acids to the table.
Everything Butters and Spreads
Think seed butters beyond tahini – like watermelon seed butter – and seasonal products like pumpkin butter year-round. Nut butters beyond cashew, almond, and peanut (hello, macadamia) and even chickpea butters (no, it’s not a new name for hummus). Look for creamy vegan spreads perfect for toast, crackers, bagels, and celery sticks that get their full flavors from trending superfoods like pili. It helps the trend that spreads and butters are touting paleo- and keto-friendly attributes, but transparency is also a key player in this trend. Many brands are looking to either eliminate the use of palm oil or promote a Responsibly Sourced Palm Oil certification and use nuts grown in ways with less likelihood for environmental impact.
Rethinking the Kids’ Menu
Judging from the number of kids’ cooking and baking competitions on TV, kids are kitchen-savvier than ever. By 2026, 80 percent of millennials will have children, and many parents are introducing their kids to more adventurous foods — with great results. Food brands are taking notice for the next generation – possibly our first true “foodies” – expanding the menu beyond nostalgic foods with better-for-you ingredients and organic chicken nuggets. They’re bridging the gap from old-school basic kids’ menus and taking more sophisticated younger palates into consideration. Think non-breaded salmon fish sticks. Foods that are fermented, spiced, or rich in umami flavors. Colorful pastas in fun shapes made from alternative flours.
For those seeking sweetness outside of the usual suspects like sugar, stevia, honey, and maple syrup, there’s lots more to choose from for your cooking, baking, and tea- or coffee-stirring needs. Syrupy reductions from fruit sources like monk fruit, pomegranates, coconut, and dates are one way to add concentrated, unique flavors into recipes for desserts, meat glazes, and marinades. Sweet syrups made from starches like sorghum and sweet potato can be compared to the deep flavors of molasses or honey and can be used for baking and sweetening beverages.
Butchers and meat brands won’t be left out of the “plant-based” craze in 2020, but they’re not going vegetarian. Chefs have been on board with the trend for years through James Beard Foundation’s The Blended Burger Project, a movement that strives to make the iconic burger “better for customers and the planet” by blending in at least 25 percent fresh mushrooms. Major brands like Applegate are seeing if meat-eating consumers will swap a traditional beef burger for one with 30 percent plant-based ingredients, touting benefits of less fat and cholesterol. And other brands are taking note, too, with products like the Lika Plus Burger made using 75 percent ground beef blended with 25 percent Lika Plus (wheat, mushroom, barley yeast, and water).
Unique non-alcoholic options are popping up everywhere, from menus at the world’s most acclaimed bars to specialty stores. Many of these beverages seek to re-create classic cocktail flavors using distilling methods typically reserved for alcohol, creating an alternative to liquor meant to be used with a mixer rather than a drink on its own. Think alt-gin for gin and tonics and botanical-infused faux spirits for a faux martini. Add to that options enjoyed straight from the bottle or can, like hops-infused sparkling waters and zero-proof aperitifs.
Each Top Ten prediction provides a ‘Try the Trend’ products and brands illustrating 2020 food trends include a variety of products available now or coming to Whole Foods Market stores in 2020 for either local or national distribution. Look up the trending products by visiting wholefoodsmarket.com/products.