Specialties and Food Products: 2023 Trends for the American Market

What food trends are gaining ground in the USA?

Updated October 20, 2022

The consumption pattern predictions for the American market from Whole Foods supermarket chain experts are among the most anticipated every year

Generally, time has confirmed the American Food and Beverage trends that emerged in the post-COVID period. At the same time, new preferences have surfaced, evolving from previous market trends.

U.S. consumers ban junk food in the name of health and wellness

For years now, the U.S. market has favored healthy and/or natural products as they are increasingly preferred by a larger segment of the public. Simultaneously, dietary supplements are becoming an essential component of the healthy lifestyle of millions of American consumers, demonstrating that trends are evolving towards greater consumer preferences (we're talking about a sector that now generates revenues of over $30 billion, with an estimated increase of 12.7% just in 2022).

The passion for seltzers is also confirmed, now more than ever alcoholic and usually canned, although the crowded market is changing growth factors: the keywords for a good alcoholic seltzer for the American market today are premiumization, flavor innovation, packaging, and health.

Below are some foods that, according to Whole Foods, have become central to the diet and on supermarket shelves: products like these are set to significantly expand their market share in the United States in 2023 and beyond.

YAUPON

This North American holly with an earthy flavor has conquered the beverage sector for the creation of teas, infusions, herbal teas, energy drinks, and cocktails. Some even say that one day yaupon will replace coffee.

REUSE OF PLANT-BASED BEVERAGE WASTE

With leftovers and pulp from plant-based foods, it is possible to produce upcycled and zero-waste food products. Millennial and Gen Z consumers like this approach to food: their desire to do good for the planet while saving has led to the growth of the plant-based bakery by-products segment starting from oats, soy, almonds, nuts, and so on.

ETHICALLY SOURCED MEAT AND DERIVATIVES

The number of consumers who have adopted a vegetarian or vegan diet in the United States has significantly decreased in favor of an omnivorous diet where meat consumption is lower and more conscious. In particular, we are seeing increased attention towards the quality of life of poultry that will later be sold in supermarkets as meat and eggs.

AVOCADO OIL

According to Whole Foods - considering that olive oil has reached astronomical prices - avocado oil will become a primary source of good fats and will also be used as a substitute for other oils in snacks and dressings.

Article originally published on January 20, 2021

The WholeFoods report represents a snapshot of American consumer trends in food consumption

For 2021, due to COVID-19, it is expected that health will be more prominent in purchasing decisions and consumers' eating habits. For example, consumers have (re)discovered a passion for cooking, have purchased more health and wellness-related items, and tend to have breakfast at home more often compared to the pre-COVID period. The Whole Foods Market Trends Council revealed what they believe will be the ten major food trends for 2021. Every year, the Trends Council, composed of over 50 members from the Whole Foods Market team, including local farmers, regional and global buyers, and culinary experts, makes trend predictions based on decades of experience and expertise in product sourcing, studying consumer preferences, and being at the forefront with emerging brands. Significantly influenced by the current state of the food industry, the 2021 trends report reveals some of the early ways the food industry is adapting and innovating in response to COVID-19.
 

Increased focus on natural and healthy food products

2021 will be the year when consumers take care of themselves like never before, which means increased purchase of probiotics, superfoods, broths, and nutrients. Foods like sauerkraut, mushrooms, local honey, fresh fruit, and kombucha will be preferred over supplements and chemicals.
 

Breakfast becomes an increasingly important consumption occasion

The pandemic has pushed more people to work remotely, which means there has been more time to prepare and enjoy meals, including breakfast. There is a whole new line of innovative products tailored for people who pay more attention to what they eat in the morning.
 

American families rediscover the joy of cooking meals at home

Since cooking is one of the main hobbies rediscovered during the pandemic, home chefs around the world are trying to give a twist even to the simplest foods. Spices, pasta and sauces, smoked salt, cauliflower rice, and basil pesto are experiencing renewed popularity.
 

New coffee products

We've been drinking coffee for hundreds of years, but now it's not enough just to drink it, we also want to eat it. In the United States, we can find numerous coffee-flavored foods: granola, snacks, steaks, almond butter, alcohol, smoothies, and even yogurt.
 

Healthy baby foods

Today's children are eating superfoods, products containing a wide range of healthy ingredients, from purple carrots to Omega-3-rich flaxseed, bold combinations like pear, strawberry, and rhubarb, well-seasoned meals, and turmeric. Moreover, baby foods are becoming increasingly easy to transport and take on the go. Thanks to this culinary innovation, parents have never had a wider or richer selection of ingredients to choose from.
 

Growing interest in oils in America

We often hear about olive oil and coconut oil, but new oils are taking over thanks to their unique flavors and versatility of use, from frying to salad dressings. Consumers are branching out and trying new varieties of oil, such as walnut oil and pumpkin seed oil.
 

Scraps and offcuts from processing ingredients and food products

Many food processing leftovers that supermarkets portion before packaging for public sale are actually edible, allowing us to reduce food waste. We will see products containing peels, stems, and pulp on shelves – all leftovers from foods used in the production of more traditional products.
 

SELTZER

Seltzers were hugely successful in 2018-2019, and kombucha has also become extremely popular in recent years, so it makes sense to create alcoholic versions as the next big trend in the beverage sector. Alcoholic kombucha has many positives: it's gluten-free, fizzy, and can contain probiotic cultures.
 

CHICKPEAS

Chickpeas are extremely versatile and are used in traditional foods like hummus, falafel, and chickpea pasta. Being an excellent source of fiber and plant-based proteins, they have become a first-choice snack for consumers; puffed chickpeas, tofu, flour, and cereals are the new variations of this legume.
 

DRIED FRUITS AND VEGETABLES

In the U.S., "jerky" is dried, strip-cut meat – a snack highly appreciated by American consumers, especially when flavored. Now, jerky is also available for vegetarians and vegans. Thanks to snacks made from mushroom or mango strips or dried banana and jackfruit, fruits and vegetables are taking on a new form – but always at the peak of freshness to preserve flavors and nutrients.


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