Whole Foods’ 2026 Trends Signal Sourcing Changes

Whole Foods Market has released its annual trends forecast, providing insight into the sourcing changes and consumer behaviours expected to shape the food and beverage industry in 2026.

The report from Whole Foods Market’s Trends Council identifies eight key movements, with a notable focus on sustainability and agricultural innovation that could present new considerations for procurement and supply chain leaders.

One of the report's key predictions is the return of beef tallow as a primary cooking fat, signalling a move away from conventional vegetable oils. This trend aligns with a wider industry push towards reducing waste through “nose to tail” consumption. By utilising animal fat that might otherwise be discarded, businesses can improve resource efficiency within their supply chains.

The forecast suggests procurement teams may need to explore new supplier relationships for products like Epic Provisions Beef Tallow and South Chicago Packing Wagyu Beef Tallow Cooking Spray to meet this emerging demand.

The trend is already gaining traction in the restaurant sector where establishments are substituting traditional oils with tallow.

Ethical sourcing and supplier diversity

The 2026 forecast also places a strong emphasis on supporting female farmers.

This aligns with the United Nations Food and Agriculture Organisation’s declaration of 2026 as the International Year of the Woman Farmer, creating a clear mandate for businesses to review their sourcing strategies.

"With multigenerational farms dwindling and fewer young people choosing careers in farming, it's more important than ever to celebrate changemakers in the industry," the report states.

For procurement departments this could mean prioritising suppliers with demonstrable commitments to gender equity. Whole Foods highlights several brands that have built direct support programmes into their supply chains. These include:

• Lotus Foods; which provides premium wages to women on its sourced farms and funds local community improvements.
• True Moringa; a brand that supports female tree crop farmers in Ghana by allocating land plots and providing training.
• Kvarøy Arctic; which operates an international scholarship and internship programme for women in aquaculture.

These examples show a model for how sourcing can be leveraged to deliver social as well as commercial value.

The National Young Farmers Coalition's Young Farmer Grant programme also directs 50% of its grants to female-identifying, non-binary and trans farmers.

Certification in regenerative supply chains

Another key area identified in the forecast is the growth in regenerative and organic sourcing.

As businesses face increasing pressure to meet environmental, social and governance (ESG) targets, sourcing products with verifiable sustainability credentials becomes a priority.

The report features several products carrying regenerative or organic certifications, which could indicate a wider market trend.

Products such as Diestel Family Ranch Regeneratively Raised Ground Turkey and Whole Foods Market's own Regenerative Organic Certified Maple Butter demonstrate a commitment to these standards.

On the produce side, Rancho Durazno Certified Organic Yellow Peaches and Tomatero Farm Organic Early Girl Dry Farmed Tomatoes, represent a focus on sustainable growing practices.

For procurement professionals, the rise of these certifications highlights the need for robust supplier verification processes and transparent supply chains to ensure claims can be substantiated.

New ingredients and consumer consciousness

The report also discusses a rising consumer interest in fibre intake for health reasons, pointing to the growing popularity of ingredients like cassava, chicory and konjac.

This trend, coupled with the continued adoption of plant-based diets, presents an opportunity for procurement teams to diversify their sourcing and reduce reliance on traditional livestock supply chains, which could help to offset carbon emissions.

These evolving consumer preferences are changing the landscape for product development and sourcing.

"Curiosity, creativity and conscious choices are shaping the way people eat and shop." says Sonya Gafsi Oblisk, Chief Merchandising and Marketing Officer at Whole Foods Market.

Her comment suggests that staying ahead of these trends requires a proactive and adaptable procurement strategy that is responsive to both ethical considerations and market dynamics.