Whole Foods Market UK has predicted that a growing appetite for Japanese comfort food, bitter flavours, premium beans and legumes, and simpler product labelling will be among the biggest trends set to shape the grocery sector in 2027.
The trends, which have been identified by the Whole Foods Market Trends Council – a collective of foragers, buyers and culinary experts – also include the rise of ‘beautrition’, which sees the merging of food and beauty.
The upmarket grocer said consumers are turning to ingredients rich in collagen, antioxidants, healthy fats and hydration, while products including collagen jelly sticks, olive oil shots and sea moss are “blurring the lines between snack, supplement and skincare”.
The Trends Council believes nutrient-dense foods including sardines and oysters, as well as ingredients such as carrots, cucumber and cabbage will continue to gain attention in the beauty conversation.
Elsewhere, Whole Foods is predicting that Japanese comfort food will make a bigger mark in the UK in 2027, highlighting products such as Jude’s Matcha Ice Cream, Little Moons Green Tea Mochi, Dream Sake Daiginjo Sake, and Nudie Snacks Katsu Curry Cauliflower Crisps.
It said that bitter ingredients will also show up more commonly on restaurant menus and in packaged goods and beverages, from amaro-inspired non-alcoholic serves to chocolate with added ingredients such as fennel pollen, tarragon, burnt sugar, liquorice root, ash and quinoa.
Whole Foods said the bean boom, which has seen beans and legumes increasingly used in main meals as sources of protein and fibre, will continue into 2027, while the idea of terroir – the soil, climate and geography that shapes a product’s taste and character – will move beyond the wine aisle as consumers increasingly seek regional honey, single-estate chocolate, and named-source grains.
Other trends include dish reinvention, with the likes of birria ramen, smash burger tacos and cinnamon roll focaccia set to become more popular, while growing scrutiny around additives and UPFs will encourage some consumers to seek out products with simpler formulations and recognisable ingredients.
“This year’s predictions reflect a shift in how people are eating here in the UK,” said Whole Foods Market UK executive lead of purchasing Jade Hoai. “Customers are increasingly curious about where their food comes from, open to discovering new and reinvented flavours, and show an overall desire for simple, whole-food ingredients that deliver on both quality and taste.
“From the growing appetite for beans and legumes to Japanese-inspired comfort food and more complex flavours, we’re seeing shoppers embrace a wider variety of ingredients and cuisines. At the same time, provenance and reducing waste continue to influence choices, showing that customers are thinking not only about what they eat, but where it comes from and how it is made.”
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