Japanese comfort food, bitter flavours and a bean boom: Whole Foods Market predicts 2027’s food trends

From Japanese milk bread and single-estate chocolate to upcycled pasta and snacks made from legumes, Whole Foods Market’s latest predictions offer a taste of what could be coming next to food and drink shelves.

The retailer has identified eight trends for 2027, drawing on the expertise of its Trends Council, which brings together buyers, foragers and culinary specialists. For food and drink buyers, producers and distributors, the predictions offer inspiration for product discovery and range development.

Provenance moves beyond the wine aisle

Under the banner of “Terroir’s New Territory”, Whole Foods Market predicts greater interest in how a product’s origin influences its flavour and character. Regional honey, single-estate chocolate and grains from named sources are among the examples, alongside seafood whose flavour reflects its marine environment.

For brands with a distinctive regional identity, this could offer opportunities to tell more detailed stories about the farms, landscapes and growing conditions behind their products.

Food meets beauty

The retailer’s “Beautrition” prediction explores the growing crossover between food, drink and beauty. Its examples include collagen teas, sparkling collagen water and olive oil shots, alongside interest in everyday foods such as carrots, cabbage and tinned fish.

The trend points towards product positioning around “beauty from within”, as food and drink brands seek to connect with consumers’ wider wellness routines.

Japanese comfort food gains ground

Whole Foods Market also highlights yōshoku: a culinary tradition that adapts European and American dishes to Japanese tastes. Examples include Japanese curry rice, tonkatsu, omurice and hamburger steak.

The retailer expects this interest to extend further into grocery categories, from bakery products and condiments to prepared meals. Japanese-style milk bread, mayonnaise, sauces and katsu bowls illustrate how familiar formats can introduce shoppers to different flavours and eating experiences.

Familiar dishes take unexpected forms

“Dish Reinvention” focuses on the transformation of recognisable meals into new products. Think birria soup dumplings, mango sticky rice ice cream and chicken lasagne with Buffalo-style flavours.

For product developers and buyers, the appeal lies in combining something familiar with an unexpected format, creating products that invite discovery while retaining an accessible point of reference.

Shorter ingredient lists attract attention

The retailer’s “Ingredient Minimalism” trend reflects scrutiny of additives and ultra-processed foods, alongside interest in simpler formulations.

Examples span seed crackers, nut-based snacks, coconut milk and pistachio butter, highlighting how ingredient lists are becoming part of the purchasing conversation across categories.

Bitter flavours find new audiences

Whole Foods Market predicts growing appetite for more complex, bitter flavours, including herbal drinks, alcohol-free aperitifs and chocolate with unusual botanical ingredients.

Its examples range from grapefruit bitters and soda to liquorice tea and burnt caramel dark chocolate, suggesting opportunities for brands exploring flavour profiles beyond sweetness.

Waste reduction inspires product innovation

“Zero Waste 2.0” looks at a broader approach to making better use of resources. Examples include pasta made from unused bakery bread and baking ingredients produced from oat pulp and okara, a by-product of soya processing.

The prediction also encompasses refill formats and circular systems, connecting product innovation with efforts to reduce waste throughout the supply chain.

Beans move into the spotlight

Finally, “The Bean Boom” puts beans and legumes at the heart of meals and snacks. Whole Foods Market highlights instant lentil bowls, chickpea and edamame snacks, and products featuring lupini beans.

For the IFE community, the eight predictions provide plenty to explore, from new flavour combinations and international influences to provenance, ingredient simplicity and resourceful production.

Explore all eight trends and read the original Whole Foods Market announcement.