Whole Foods Market has released its annual forecast for 2025 food and beverage trends, with the retailer’s Trends Council identifying plant-based aquatic ingredients as a notable area of growth.
The council, comprised of over 50 team members from Whole Foods—including buyers, foragers, and culinary experts—has been tracking consumer preferences for a decade. This year’s report reveals how new categories like seaweed-based ingredients are shaping the future of food innovation.
“Trends in food […] help spark some of the best ideas and solutions for the future”
Ambassador of Food Culture for Whole Foods Market, Cathy Strange, stated, “From important food movements around animal welfare, climate, and transparency to the evolving tastes and preferences of consumers, trends in food end up driving our dinner table conversations for years to come and help spark some of the best ideas and solutions for the future.”
Plant-based aquatic ingredients
One of the standout trends in the report is the rising use of plant-based aquatic ingredients. Foods derived from sea and freshwater plants, such as sea moss, duckweed, and agar-agar, are gaining attention for their sustainability and nutritional value.
Sea moss, in particular, has become a popular wellness ingredient due to its high levels of iron, magnesium, and iodine. It is already being incorporated into products like beverages, gummies, and even bacon alternatives, as seen with brands like MaryRuth’s Sea Moss Gummies and Umaro Foods’ seaweed-based bacon.
Aquatic plants are not only being recognized for their nutritional properties but also their environmental potential. Umaro Foods expressed its enthusiasm for the recognition of the category by such a reputable leader in food sustainability, with CEO Beth Zotter noting that “saltwater crops are an under-appreciated and under-studied solution to climate change,” and their inclusion in mainstream products could signal a shift toward more sustainable food production.
This trend builds on the momentum of last year’s prediction from Whole Foods, which spotlighted the growing interest in plant-based seafood alternatives. Brands such as ALGAMA Foods and Konscious Foods use aquatic ingredients to replicate the taste of seafood, further connecting plant-based aquatic ingredients to the alternative seafood market.
Whole Foods’ report also identified other key trends for 2025, with protein consumption remaining a major focus. The “Protein Power-Up” trend reflects consumers’ ongoing interest in diversifying their protein sources, including alternatives like plant-based options.
However, Whole Foods notes that traditional animal proteins are still dominating the US market, echoing recent insights from Statista, with growing interest in nutrient-dense organ meats. These are now being included in blended meat products, making it easier for consumers to incorporate organ meats into their diets without needing to prepare them from scratch.
Sustainability at the forefront
Sustainability continues to be a recurring theme throughout the 2025 forecast. The report highlights the adoption of “next-level compostable” packaging, with brands increasingly opting for plastic-free alternatives.
Additionally, the “more sustainable sips” category showcases efforts by beverage companies to reduce their environmental impact, including the use of drought-resistant ingredients in beer and lower-impact packaging in the wine industry.
As Whole Foods celebrates its tenth year of trend forecasting, Sonya Gafsi Oblisk, Chief Merchandising, and Marketing Officer, reflected on the retailer’s role in shaping food innovation: “This year, we’re especially excited to celebrate how far we’ve come by spotlighting trends for 2025 that not only reflect growing consumer preferences but also push the boundaries of what’s possible for the world of food.”
