Whole Foods Market’s Trends Council, a collective of more than 50 experts including culinary professionals, buyers, and foragers, has released its highly anticipated annual report, predicting the top 10 food trends for 2024. Every year, the council studies consumer buying behaviors along with emerging and existing brand data to make trend predictions for the upcoming year.
The report indicates a strong emphasis on plant-based options, signaling a shift in consumer preferences towards more natural and less processed choices.
Cathy Strange of Whole Foods Market commented, “Our annual food trends predictions list is a way for us to pull back the curtain for customers and share insight into what our buyers and culinary experts are keeping on their radar for the upcoming year.”
Put the ‘Plant’ Back in ‘Plant-Based
One of the first notable trends is “Put the ‘Plant’ Back in ‘Plant-Based,” spotlighting plant-based brands that focus on simplicity and whole food ingredients. Emerging brands are embracing whole vegetables, such as mushrooms, walnuts, tempeh, and legumes, as alternatives to complex meat substitutes.
Plant-based brands and products highlighted include:
Actual Veggies Green Burger: Actual Veggies produces a line of chef-created, gourmet, 100% vegetable burgers. The company has reported over 300% growth in the past year, and its Green Burger patties contain only whole veggies like kale, broccoli, and spinach.
Meati Carne Asada Steaks: Meati creates meat alternatives from a specific type of mycelium it calls MushroomRoot. The Carne Asada Steak debuted last year, featuring a whole-cut MushroomRoot filet seasoned with cumin, paprika, and other spices.
Abbot’s Butcher Plant-Based Chopped Chick’n: Abbot’s Butcher is not a traditional butcher. The company creates plant-based meat alternatives using clean ingredients like yellow peas and porcini mushrooms, and all its products are free from soy, gluten, and preservatives, along with being NonGMO project verified and Whole30 Approved. The Chopped Chick’n is a versatile plant-based chicken alternative with tender, slow-roasted pieces.
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