AUSTIN, TX - Whole Foods Market unveiled their top food trends for 2027 in the retailer’s annual Trends predictions report. Whole Foods Market predicts 2027 will be the year of terroir (seeking a “taste of place” and product origin), Japanese comfort food, food as skincare, and a rise in bitter flavors. These and more are set to influence the food landscape, showing up in restaurants, grocery aisles, and home kitchens.
The Whole Foods Market Trends Council – a collective of Whole Foods Market team members ranging from foragers and buyers to culinary experts – develops these trend predictions each year through a combination of deep industry experience, keen observation of consumer preferences, and long-standing relationships with emerging and established brands.
“Since we opened our doors, Whole Foods Market has led the industry in seeking and stocking the latest innovations in food and beverage," said Sonya Gafsi Oblisk, VP of Worldwide Grocery Stores Private Brands & Marketing and Whole Foods Market's Chief Merchandising & Marketing Officer, in a press release. “From being an early prognosticator of fermented foods to highlighting essential movements like regenerative agriculture, we've been on the forefront of what's new and next. We're excited to bring even more innovation to our shelves in the coming year and continue to find emerging trends that will impact the way we eat for years to come."
"This year's predictions reflect a real shift in how people are eating — a curiosity about origin, a willingness to try bitter and unexpected flavors, and a meaningful return to simpler, whole-food ingredients," said Cathy Strange, Ambassador of Food Culture for Whole Foods Market and member of the Trends Council. "Our Trends Council spends the year in the field, from farmer's markets to trade shows to neighborhood restaurants, and the 2027 list captures just how quickly these ideas are moving from emerging concepts into everyday kitchens."
Whole Foods Market’s top food trend predictions for 2027 include:
Terroir’s New Territory
Terroir refers to the soil, climate and geography that shape a product’s taste and character, and that idea is gaining ground far beyond the wine aisle. Growing interest in provenance and Protected Designations of Origin are drawing customers to the distinct flavors of regional honey, single-estate chocolate and named-source grains. Brands like Jacobsen Salt Co. and Counter Culture Coffee are helping to normalize origin-specific storytelling, while Row 7 Seed Co.’s tinned produce highlights vegetables grown on specific regional farms, preserving a sense of place from field to finished product. The concept has even expanded into categories like seafood through the rise of “merroir,” which highlights how the ocean environment influences flavor. Whole Foods Market is increasingly emphasizing regional identity through offerings like single-estate extra-virgin olive oils, Parmigiano Reggiano sourced from select farms in Parma, Italy, and exclusive products like Principe San Daniele prosciutto, a traditionally aged product sourced from the only Certified Humane farm in Italy.
Try the Trend: Jacobsen Salt Co. salts (product of Oregon; available in select stores), Row 7 Seed Co.’s tinned vegetables (sourced from single organic farms across the U.S.; launching in 2027), Parmigiano Reggiano (product of Italy), Principe San Daniele Prosciutto (product of Italy), Whole Foods Market single-origin coffees (products of Costa Rica, Guatemala, Kenya), Seggiano vinegars (product of Italy), Damya Extra Virgin Olive Oil (product of Tunisia), Whole Foods Market Steelhead Trout (product of Norway), Heydoh Single-Origin Soy Sauce (part of Whole Foods Market’s 2026 LEAP Early Growth Cohort), Whole Foods Market Transparent Trade Peruvian 70% Dark Chocolate (launching fall 2026).
Beautrition
Glowing skin is becoming an inside job. “Beauty from within” is gaining momentum as consumers are turning to ingredients rich in collagen, antioxidants, healthy fats and hydration to support skin health. Collagen jelly sticks, skin glaze gummies, olive oil shots and “drink your sunscreen” products are emerging in the beauty and wellness market, blurring the lines between snack, supplement and skin care. Both content creators and wellness media continue to drive momentum around nutrient-dense, skin-supportive foods like carrots, cabbage, cucumber and tinned fish. Sardines and oysters are gaining attention as skin-supportive foods, with sardines offering omega-3s and vitamin D, and oysters providing zinc and copper to support hydration, collagen production and a healthy skin barrier. This trend is also extending to food-inspired aesthetics (from “glazed donut skin” to “strawberry girl makeup”) and products made with edible ingredients (like lip plumpers enhanced with cinnamon and cayenne).
Try the Trend: Kuli Kuli Sea Moss & Blue Spirulina Superfood Gummies, True Sea Moss Mango and Pineapple Sea Moss Gel, Rizo Radiance Collagen Teas (available in select stores), Kosterina Extra Virgin Olive Oil Shots (available in select stores), Purely Elizabeth Instant Superfood Oatmeal with Collagen, Vital Proteins Sparkling Collagen Water (launching fall 2026), Whole Foods Market’s Detox Blend (coming to the salad bar in January 2027), Whole Foods Market Fresh Oysters, FOND.
Ingredient Minimalism
When it comes to ingredient lists, less is becoming more. Fueled by viral “read your labels” social content and growing scrutiny around additives and ultra-processed foods (UPF), shoppers are embracing pared-down ingredient lists as a marker of quality. Manufacturers are responding by simplifying formulations, replacing once-lengthy ingredient lists with concise ones. A growing number of non-UPF apps and certification programs are also emerging to help consumers navigate store shelves. This broader industry trend has long been foundational to Whole Foods Market, where our Quality Standards currently ban more than 300 food ingredients.
Try the Trend: Vandy Crisps, Ella’s Flats Superfood Seed Crackers, Avaline Wine**, Daily Crunch Sprouted Nuts, Simple Mills Nut & Seed Trail Mix Bars (Non-UPF Verified), MALK Organic Unsweetened Coconut Milk, Lovebird Cocoa O’s Grain-Free Cereal, RXBAR Protein Energy Bites, Whole Foods Market Pistachio Butter, Spindrift Tea (Non-UPF Verified), Teton Waters Ranch 100% Grass-Fed Beef Meatballs, HOL Health Club Bone Broth Protein Bars (part of Whole Foods Market’s 2026 LEAP Early Growth Cohort).
Zero Waste 2.0
While food waste reduction has been gaining traction for years, consumers are now embracing a broader zero-waste mindset, looking for ways to reduce waste across their daily lives. Rather than viewing sustainability as a series of individual actions, shoppers are embracing more circular systems that maximize resources and minimize what ends up in landfills. Upcycling has moved beyond the produce department, which led this trend, to become a source of product innovation in other categories. Wasted Pasta transforms unused bakery bread into dried pasta, Renewal Mill turns by-products such as oat pulp and okara into baking ingredients, Graza uses olive pomace in its Frizzle cooking oil and Whole Foods Market brand coffee spotlights cascara, the often-discarded fruit surrounding the coffee bean. To serve customers with zero-waste mindsets, retailers are investing in refill formats, bulk departments and circular collaborations. Examples include Whole Foods Market’s collaboration with Mill, food waste conversion technology that turns produce scraps into nutrient-rich chicken feed, as well as Too Good To Go and Enjoy Today, programs that offer customers deep discounts on products nearing expiration to help keep food out of landfills.
Try the Trend: Wasted Pasta (available in select stores), UpCircle Face Scrub with Coffee + Rosehip Oil, waste Cocktails** (available in CA), Fancypants Baking Co. Cookies (available in MA), Barnana Plantain Chips, Blue Stripes Cacao Superfruit Gummies, Graza Frizzle High Heat Cooking Oil, Lundberg Family Farms Organic Upcycled Jasmine White Rice.
