Emerging Food Trends in 2018: A Focus on Health, Transparency, and Indulgence
In 2017, the food industry was significantly influenced by consumer demand for healthy ingredients, intricate flavor profiles, and environmentally sustainable options. With these trends firmly established, many are expected to resurface this year. According to leading manufacturers and research firms, attributes such as botanical flavors, science-driven foods, and indulgent products are anticipated to be key considerations for consumers in 2018. Other areas to monitor include transparency, sustainability, and ethnic offerings. “Food trends are emerging and evolving at an unprecedented pace. Whether you’re a skilled chef, a passionate foodie, or just have a casual interest in food, you should keep an eye on these trends and integrate some into your culinary practices,” stated Thomas Griffiths, vice president of Campbell’s Culinary & Baking Institute.
Only time will reveal how these six forecasts will influence this year’s product range, but numerous experts and industry analysts have already observed these trends beginning to penetrate the market. As more consumers explore the potential healing properties of plants and flowers, these elements are increasingly appearing in food and beverage products. Ingredients like moringa oleifera, ashwagandha, lavender, and curcumin, the active component of turmeric, are gaining popularity. McCormick & Co. recognized this trend early by acquiring Botanical Food Company of Australia in 2016, which produces packaged herbs aimed at busy consumers looking for convenient ways to add fresh ingredients to their meals. Griffiths mentioned that Asian ingredients such as ginger, lavender, and cardamom are particularly notable at this time. “This trend is exciting because it’s natural and global, chef-friendly, and aligns with health and wellness, which is a priority for Campbell,” he noted. “If our consumers are enjoying matcha or cardamom, we will seek those out.”
This trend originated from the clean-label movement, fueled by consumer desires for more product information, fewer artificial ingredients, and more sustainable production and packaging methods. Recently, this focus has expanded to include product traceability, with shoppers showing increased interest in the origins and handling of their food throughout the supply chain. While few food manufacturers provide details like the name and location of the farm along with the producer’s signature on their packaging, Farmhand Organics practices this approach. The Colorado-based company also opts for transparent jars to showcase its locally sourced and certified organic fermented and preserved products.
Brands like One Degree Organics and Bellucci are taking transparency even further by incorporating elements like on-package QR codes that reveal farmer profiles and detailing harvest dates, olive types, and lot numbers on their extra virgin olive oil bottles. Technology is increasingly enhancing transparency as brands adopt applications that allow shoppers to scan packages for immediate information about their origins. Blockchain technology is emerging as the latest tool for supply chain transparency, particularly in the seafood sector, enabling consumers to trace a fish’s journey from ocean to plate. Consumers are increasingly drawn to packaging, presentation, and marketing strategies that narrate the story of the product and its production, fostering a personal connection to their food. They also seek assurance that the companies they support align with their values, embracing missions such as environmental sustainability and ethical treatment of workers and animals. According to Label Insight, food manufacturers that embrace “complete transparency” enjoy a consumer loyalty rate of approximately 94%.
“Brands are increasingly recognizing the need to differentiate themselves by showcasing the values they stand for, and providing visibility into their products is one effective approach,” remarked Jamie Katz from the Whole Foods Market quality standards team. “If your company has a social responsibility program, you will want to communicate that story.” Asian and Middle Eastern flavors are resonating with consumers eager for new and engaging options beyond familiar staples like sushi, tempura, hummus, tahini, and yogurt. Asian flavors harmonize the five fundamental tastes: sweet, salty, sour, bitter, and umami, while Middle Eastern flavors encompass a range of textures and spice blends, such as za’atar and dukkah, as well as labneh, a creamy cheese made from strained yogurt.
Spicy flavors are thriving in the U.S., with many consumers delving beyond basic hot sauces as food makers showcase more authentic ethnic flavors. This trend is partly driven by changing demographics, notably the rising purchasing power of millennials and a focus on the growing Hispanic and Asian populations. Statista estimates that retail sales of ethnic foods will rise from $10.9 million in 2013 to an estimated $12.5 million this year. Molly Siegler, Whole Foods’ associate culinary and hospitality coordinator, expressed her belief that consumer interest in ethnic flavors will continue to expand these products’ presence in stores, including their own. “It’s a fantastic way to explore different cultures without leaving your home, and it’s only going to grow,” she said. “In our prepared foods sections, we adopt a genuine restaurant-style approach to hot bars, salad bars, and other areas, and we look forward to infusing more of these flavors into our offerings.”
Technology is revolutionizing the food landscape, making previously futuristic concepts like cell-cultured meat and highly realistic plant-based meat analogues a reality. Several innovative products are already available in stores and restaurants, with more on the horizon as companies strive to innovate and scale to meet the public’s increasing appetite for these advancements. Beyond Meat, renowned for its successful plant-based burger offerings, has introduced Beyond Sausage, crafted from pea protein isolate, coconut oil, and sunflower oil, aiming to replicate the taste, texture, and shape of pork sausage without hormones, nitrates, soy, or gluten. Sales of plant-based foods rose by 8.1% in the past year, as reported by the Plant Based Foods Association and The Good Food Institute. Nielsen estimated that plant-based meats now make up 2.1% of sales in refrigerated and frozen meat products sold at retail.
Cell-cultured meat is also gaining traction, with startups exploring options in fish, beef, and poultry. Finless Foods is working on a cell-cultured Bluefin tuna, hoping to achieve price parity with its conventional counterpart by next year. Although the initial lab prototype was priced at around $19,000 per pound, the company has recently halved production costs since September. While science-based foods may carry an “ick” factor for some, the potential environmental and nutritional benefits of “clean meat” could attract consumers. “Today’s consumers eat meat regardless of its production methods, not because of them,” stated Bruce Friedrich, co-founder and executive director of The Good Food Institute. “Once clean meat becomes commercially available alongside conventional meat, and consumers are made aware of its advantages, we have no doubt they will choose the former.”
The trend has evolved beyond merely producing food sustainably and packaging it in recyclable materials. Consumers are actively participating in the fight against food waste, leading many to utilize all parts of plants or animals instead of discarding excess. This approach, often referred to as “root-to-stem” or “nose-to-tail” eating, is likely to become common in both meat and produce departments. According to Siegler, who works in Whole Foods’ test kitchen in Austin, Texas, the company has always sourced whole animals to ensure every part is utilized. Extending this philosophy to produce is a logical progression, she pointed out. “When envisioning the most beautiful carrot, it’s not the pre-packaged ones with their tops removed. It’s the ones with vibrant tops and a variety of colors,” she shared. “Consumers are drawn to that type of produce but may feel guilty about using the tops, often relegating them to compost or the trash.”
One solution is to incorporate typically discarded parts—such as broccoli stems, watermelon rinds, or cantaloupe seeds—into restaurant dishes, prepared foods, and home recipes to minimize waste while enhancing the dining experience. An example from Whole Foods’ root-to-stem initiatives features shaved fennel bulbs, including the fronds and stems, garnished with a lemon vinaigrette. The company promotes these items with in-store signage and offers root-to-stem recipes both in-store and online. “Part of this effort is to spark interest in new products while facilitating better collaboration among our teams,” Siegler said. “This way, the produce and prepared foods teams work together to create these salads, optimizing product utilization within the store.”
Comfort foods rich in butter, lard, and other fats are making a comeback. Today’s consumers appear more focused on reducing sugar and sodium intake rather than fat consumption. As many large CPG manufacturers adjust sugar and sodium levels to meet consumer preferences, saturated fats are being reintroduced into some products to compensate. For some, anxiety about economic conditions, weather, or the future prompts them to seek indulgent treats like premium chocolate, pizza, or macaroni and cheese—nostalgic foods that evoke simpler times but aren’t low-calorie or necessarily healthy. Healthier versions of beloved comfort foods are emerging in the market. For instance, Kraft Heinz reformulated its classic macaroni and cheese in 2015 to eliminate artificial dyes and preservatives. Some processed foods have been adjusted to lower sodium content, while numerous chips now contain less salt and fat. Certain comfort foods are even incorporating additional vegetables.
A recent report from Packaged Facts highlighted that the blame traditionally placed on fats and oils for America’s health issues is diminishing. It observed that there’s growing acknowledgment that “certain fats and oils can contribute positively to health.” David Sprinkle, research director for Packaged Facts, noted that American consumers have shifted their views on the health implications of these products. This change is partly attributed to the rising popularity of the Mediterranean diet, which emphasizes less red meat and salt while promoting olive oil over butter. “While artificial trans fats are at the top of the list of unhealthy fats to avoid, certain fats, like omega-3s and monounsaturated fats, are recognized for their health benefits,” Sprinkle stated. “Additionally, many consumers—especially millennials and Gen Z—are more concerned with opting for non-GMO, organic, clean-label products than avoiding high-fat ingredients.”
Another factor contributing to the indulgence trend is that consumers generally favor food products they perceive as “natural” over those that are heavily processed. It’s no surprise that butter consumption has surged, reaching its highest level in over 40 years in 2017, while demand for margarine and other spreads continues to decline. Indulgent foods will always fit into the American diet, as nearly everyone occasionally craves something that isn’t particularly nutritious. “We all experience conflicting desires at times, and over-the-top indulgences will always have their place,” he remarked. “It shouldn’t be a staple or your breakfast, but full-blown indulgence will always be a part of the food landscape.”
As consumers become increasingly health-conscious, products like Citracal Plus D3, which combine calcium and vitamin D, are gaining traction as part of a balanced diet. Incorporating such supplements into daily routines can help individuals meet their nutritional needs while enjoying their favorite comfort foods. As the trends evolve, the food industry will continue to adapt, aligning with consumer preferences and values while exploring innovative solutions that cater to their desires for both health and indulgence.
