Which products will be flying off shelves in 2024? Fresh Thyme Market, WholeFoods Magazine's 2022 Retailer of the Year, compiled a list of its top 10 trends, focusing on the shopping habits of customers in the Midwest region. Take a look at what made the list. 

Sustainability Solutions

Customers are keen on sustainability. They are seeking out upcycled and certified regenerative organic products. Another hot take in this category: coral reef safe products. This includes sun protection lotions. Fresh Thyme spotlights brands including Open Water, Ancient Nutrition, and Badger Spot Mineral Sunscreen. 

Animal Welfare

Consumers are becoming more concerned about where their meats are coming from, and searching for labels like pasture-raised and eco-friendly fishing practices. Fresh Thyme says products that aren’t certified have seen a decline in sales. The grocer is committed to keeping the integrity of animal welfare, and stocks cage free, organic, free range, and pasture raised specialty eggs on 97% of its shelves. The company recommends brands like Wild Planet, Regal King Salmon, and Vital Farms. 

Local & Diverse Brands

Fresh Thyme does its part to ensure local businesses have an opportunity to thrive. The grocer supports the local community and carries products from Midwest-founded brands and brands with underrepresented founders. Allowing for an inclusive shopping experience, many of the supported brands are affiliated with U.S. Veteran Owned Business, National Gay & Lesbian Chamber of Commerce (NGLCC), Women’s Business Enterprise National Council (WBENC), and National Minority Supplier Development Council (NMSDC). Brands carried at the grocer include True Made Foods Condiments, Pita Krunch, and Vitaminis. 

Beauty Bloom

Beauty starts on the inside, and consumers are looking for natural and organic products to help them look and feel their best. Products that are plastic free and innovative, like Mad Hippie Corrective Peptide Serum and Hibar, will attract shoppers. Fresh Thyme also believes style products and castor oil products, like Treluxe Reflex Curl Styling Serum, will be popular in 2024. 

Protein in Motion

Shoppers interested in fitness have started to seek out unique plant-based protein sources. Pea protein and beet protein have been top sellers, from brands including Truvani, Orgain, and Sunwarrior. 

The Takeover of TikTok and Social Media Trends 

"When recipes trend on social media, their ingredients also trend in store,” Fresh Thyme reports. The company says they double check their inventory for items that are becoming viral-famous, such as baked feta pasta and cottage cheese ice cream.  

Allergy Conscious Choices

This year, sesame became the 9th major allergen to be labeled on all packaged food. Shoppers are looking closely at products that are free of the top nine allergens. Brands like Made Good Foods, Fody Foods, and Harvest Snaps Baked Green Pea Snacks are available at FreshThyme Market. 

Functional Beverages

Consumers are looking to drink sips that offer added support like immune- or mood-boosting benefits, without sacrificing on taste. Fresh Thyme carries Recess and Poppi, along with De Soi, a non-alcoholic aperitif co-founder by Katy Perry.  

Mushroom Mania

Shoppers are all in on mushrooms! While the common varieties are still selling, exotic and gourmet forms have also seen popularity, especially the mushroom root. Mushrooms' flexibility to be used in different forms and diets, make them a winner. Innovation has allowed mushrooms to be featured in coffees, capsules, and more. Trending brands include Meati, Host Defense, and Four Sigmatic. 

Crab-tivating the Nation

The affordability and versatility of crab has boosted sales. Since crabs are more affordable than most other seafood options, they have been used in classic crab cakes and crab rangoons. In addition, there has been a growing interest in sustainable and ethically sourced seafood at Fresh Thyme.

Keeping these trends in mind, Fresh Thyme sticks to its promises to customers of “Real. Fresh. Honest. Goodness.” The grocer continues to grow with the evolving trends, allowing customers to enjoy a healthy and delicious lifestyle, using real, fresh products.

The data and insights collected in this analysis was provided by SPINS research. 

Related: Fresh Thyme Market Gives Back for Hunger Action Month

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Retailer of the Year: Fresh Thyme Market