The report compiled by the Whole Foods Market Trends Council, a collective of foragers, buyers, and culinary experts, the 2027 forecast points to shifting consumer behaviours centred around product origin, functional wellness, and simplified ingredient decks.

"This year's predictions reflect a real shift in how people are eating—a curiosity about origin, a willingness to try bitter and unexpected flavours, and a meaningful return to simpler, whole-food ingredients," said Cathy Strange, Ambassador of Food Culture for Whole Foods Market.

Key Food Trends for 2027

The 2027 report outlines eight distinct movements influencing global food and beverage manufacturing:

🌍 Terroir's New Territory: Consumer interest in provenance and Protected Designations of Origin is expanding beyond the wine aisle into regional honey, single-estate chocolate, named-source grains, and "merroir" seafood highlights.

🧴 Beautrition: The "beauty from within" movement is accelerating as shoppers turn to nutrient-dense foods, collagen, healthy fats, and hydration to support skin health, blurring the boundaries between snacks, supplements, and skincare.

🍱 The Yōshoku Effect: Japanese comfort food traditions rooted in European and American culinary adaptations, such as tonkatsu, curry rice, omurice, and Japanese-style milk bread, are gaining traction across retail shelves and home kitchens.

🔄 Dish Reinvention: Playful transformations of familiar dishes into unexpected formats are bridging nostalgia and novelty, inspiring new packaged grocery items ranging from speciality soups to fusion pasta bakes.

🏷️ Ingredient Minimalism: Heightened scrutiny surrounding ultra-processed foods (UPFs) and synthetic additives is driving manufacturers to simplify formulations and feature concise, transparent ingredient decks.

🌿 Bitter Done Better: Palates are shifting toward complex, bitter flavour profiles, with amaro-inspired drinks, radicchio, endive, and botanical additions gaining presence across hospitality menus and retail shelves.

♻️ Zero Waste 2.0: The sustainability mindset is evolving into circular systems, marked by a rise in upcycled ingredients, refill formats, and retail programs designed to minimise food waste.

🫘 The Bean Boom: Legumes and heirloom beans are moving from side dishes to centre-of-the-plate status as consumers seek budget-friendly, high-protein, and fibre-rich whole foods.

Industry Impact and Retail

The annual projections underscore how consumer demand for functionality and transparency is translating into mainstream retail innovation.

As these trends migrate from emerging culinary concepts into commercial grocery fixtures, food and beverage manufacturers are adjusting their product development pipelines to align with growing interest in provenance, functional health, and culinary experimentation.