The grocer’s 2026 forecast predicts a rise in better-for-you foods, including beef tallow, fiber-rich ingredients and fancy frozen meals
The wellness industry tends to chase what’s next, whether it’s new proteins, new powders or new promises. But if Whole Foods’ 2026 food and beverage forecast is any clue, the next big thing might actually be something old that’s been revitalized on TikTok.
The report, compiled by the grocer’s internal Trends Council, which hits farmers markets, industry trade shows and local restaurants to explore what’s ahead, spans several themes expected to shape what lands in shopping carts and restaurant menus next year.
“Each year, our Trends report captures the pulse of what’s next in food, and 2026 is no exception,” Whole Foods Market chief merchandising and marketing officer Sonya Gafsi Oblisk said. “This year’s trends highlight how curiosity, creativity and conscious choices are shaping the way people eat and shop.”
Among them is beef tallow, a once-traditional cooking fat now trending again on social media as consumers rediscover ancestral ingredients and look for alternatives to seed oils.
Unsurprisingly, protein made the list, but Whole Foods says fiber is officially on the come-up for its gut health cred and “feel-full-longer” flex. Brands are catching on quickly, with “fiber-forward” callouts now appearing on packaging. Cassava and chicory root have become regulars on ingredient panels, while konjac is having a quiet glow-up in plant-based, ready-to-eat meals. Even oats are getting their due, rebranded as a prebiotic powerhouse that’s easy on the gut.
Elsewhere, “fine-dining freezer finds” are changing how consumers approach healthy convenience, trading bland frozen dinners for chef-level dishes that support a balanced lifestyle with high-quality ingredients.
Even indulgence is getting a wellness remix. “Mindful sweets” made with whole fruit, honey and maple syrup are edging out the ultra-processed stuff, showing up in everything from jam to chocolate to gummy snacks. And on TikTok, creators are still obsessed with DIY candy bars made from peanut butter and dates, showing that the sweet tooth isn’t going anywhere, it’s just getting a better-for-you twist.
Vinegar is also having a moment. From sipping tonics to crushed-fruit infusions and “living” raw varieties, consumers are turning the pantry staple into a probiotic player, boosted by content creators who are downing pickle brine before meals to stabilize blood sugar. Just last month, Bragg Live Food Products (the OG of apple cider vinegar) hosted its first “Trendy Trade-In” pop-up in Santa Monica to celebrate National Apple Cider Vinegar Day.
The campaign, called “A Dose of What Works,” invited visitors to swap unused wellness products for bottles of Bragg Apple Cider Vinegar, following a brand survey that found one in four Americans waste $500 or more each year chasing short-lived wellness fads. The biggest spenders (and regretters) were Gen Z and Millennials, Bragg found.
Lastly, “instant” is finally cool again. What used to scream microwave meals now signals innovation and a better-for-you flex. TikTok is all over it, with creators showing off travel-ready lattes and “desk drawer ramen” made from bone broth, chili crisp and adaptogens.
