From yaupon to dates … Whole Foods unveils top 10 food trends for 2023

By Elaine Watson

- Last updated on GMT

From yaupon to dates … Whole Foods unveils top 10 food trends for 2023

Related tags Whole Foods top 10 food trends Whole foods market food trends

From avocado oil “going mainstream” in packaged foods, to date sweeteners and Yaupon tea, Whole Foods has just unveiled its annual list of 10 trends to watch in the year ahead.

On this year’s list:

New Brew: Yaupon​: A holly bush found in the southeastern United States and claimed to be North America’s only known native caffeinated plant, Yaupon has a mild, earthy flavor and can be brewed it into herbal tea or used in other functional beverages.

Pulp with Purpose​: By upcycling by-products such as oat, soy and almond pulp, brands are creating new products for the modern baker — think alternative flours, baking mixes and ready-to-eat sweets, says Whole Foods.

Produce Meets Pasta​: A new crop of plant-based pasta alternatives with ingredients such as spaghetti squash, hearts of palm, and green bananas.  

The Great Date​: Dates – or ‘nature’s candy’ are “having a major renaissance as a sweetener—not only for at-home bakers, but also in the form of pastes and syrups, and hidden in everything from ketchup to overnight oats​,” says Whole Foods.

A Poultry Revolution​: “More and more consumers believe chickens should be able to act like chickens, so they’re prioritizing welfare when shopping for both poultry and eggs​,” claims Whole Foods Market citing brands such as Vital Farms’ Organic Restorative Eggs, Mary’s Pasture Raised Slow-Growth Heirloom Chicken and Whole Foods’ G.A.P.’s Better Chicken Project Certified Pasture Raised Whole Chicken.

Help From Kelp:​ Kelp is moving into noodles, chips, fish-free sauces and more, as consumers seek out alternative ingredients and experiment with new flavors, says Whole Foods.

Climate-Conscious Callouts​: “Across our aisles, products are taking to their labels to talk about sustainability efforts in a time when consumers expect brands and retailers to do more related to carbon and climate.”

Retro Remix​: “Retro products are being reinvented with consideration for the wellness-conscious customer, creating the ultimate mash-up of throwback indulgences with better ingredients and special diets in mind.”

Only the Finest for Fido​: “Pet supplements like bone broth have exploded onto the scene, and pet food recipes are dialing up the deliciousness. Plus, all pet food and supplements at Whole Foods Market are required to meet our industry-leading Quality Standards for ingredients, making well-being easy for our furry friends.”

Avocado Oil Craze​: Avocado oil is “finally going mainstream in packaged products across the board​” and is now replacing oils such as canola and safflower oil in snacks, mayonnaise, ready-to-eat meals, says Whole Foods.

The list is produced annually by the Trends Council, a group of 50+ Whole Foods Market team members including local foragers, regional and global buyers, and culinary experts.

The retailer is also bringing back the Trends Discovery Box, a curated assortment of 10 products to represent each of the 10 trends in the forecast. The boxes, available for $30 at​, allow consumers the chance to taste all the trends at once.

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