See the trend.
Know the shelf
potential.
Every leading forecast in one place, scored for attention, then judged by an operator on whether it can earn shelf space.
LiveA live board, not a yearly list. New trends land as forecasters call them, and the forecasters, products and brands behind them grow every week.
Two signals. Two calls.
“Tallow has a specific culinary use case worth separating from the broader takeover narrative.”
Mike Penner · Nov 1, 2026 · The full call ↗Score measures attention. Verdict is whether it earns the shelf.
- Fresh Thyme Market
- Kroger
- Whole Foods Market
- Brewers Association
- FMI
- New forecast · Nov 6MintelMintel predicts 2027 brand growth will shift from selling products to delivering outcomesNames 1 trend →
- New forecast · Nov 5NACS5 Flavor Trends Shaping 2027 ProductsNames 5 trends →
- Interest shift“ginger bread house” up 70%Year over yearThe search data behind it →
- On shelf · Nov 13Segara Coffee Chocolate & Cacao Espresso BeansWhere it’s sold and why it fitsSee the product →
From knowing the trend to acting on it.
Three ways in, depending on your side of the shelf.
Stores tell us what’s missing. We bring the brands that fit.
A store picks the gaps in its set. We match each one to a short list of brands, priced at that store’s margin, and make the introduction. Gaps stay private, and nobody gets a cold pitch.
- 01The store picks its gaps
- 02We match and review
- 03We introduce you
Get on the premium shelf
Tools and short guides, from a buyer’s side of the table.
Build the set that sells
Decide the mix, test it, and review it with the numbers.
What's trending, and whether it's real
- So what · So what
Sell the flavor, ritual, and social occasion rather than the absence of alcohol. Deliver adult-level complexity and a premium experience worth buying again.
AssortmentBuild a year-round zero-proof set with 6-10 options across craft NA beer, aperitif spritzes, and alcohol-free wine, positioned near mixers and adult beverages.
Customer demandInterest is cooling, with some talk (social 4/10). Demand is fading. Watch sell-through before adding more.
Why Real: Zero-proof is moving beyond Dry January and becoming a year-round premium beverage category, spanning nonalcoholic beer, dealcoholized wine, spirit alternatives, and bitter aperitif spritzes.
6 of 22 forecasters · interest cooling · FlavorRead the full call - So what · So what
Lead with a specific benefit like calm or focus, clear ingredient dosages, and great taste. Avoid exaggerated mood claims or promising immediate results.
AssortmentTest two or three magnesium or L-theanine drinks, chocolates, or gummies in the functional wellness set, grouped by calm, focus, or sleep occasion.
Customer demandInterest is steady, with little talk (social 1/10). The shelf is ahead of the talk: bought when seen, not yet sought out.
Why Niche: Mood-supporting foods are moving beyond functional beverages into gummies, chocolate, and everyday pantry products. Ingredients such as magnesium and L-theanine are increasingly positioned around calm, focus, relaxation, and sleep.
3 of 22 forecasters · interest steady · Health & functionRead the full call - So what · So what
Lead with coffee quality and a clear reason to try the new format, whether protein, flavor, or origin. Novelty must translate into great taste and repeat purchase.
AssortmentTest 3-5 innovations across protein RTD coffees, fruit-forward cold brews, and espresso snacks, merchandised near premium coffee and grab-and-go beverages.
Customer demandInterest is steady, with some talk (social 5/10). Demand is steady rather than new.
Why Real: Coffee is moving beyond the traditional cup, with protein lattes, functional RTDs, fruit-forward brews, coffee-infused snacks, and origin-led beans expanding how consumers experience and purchase coffee.
5 of 22 forecasters · interest steady · FlavorRead the full call - So what · So what
Lead with specific, supportable benefits like cognitive or metabolic health and transparent ingredient dosages. Avoid unsupported claims about extending lifespan.
AssortmentTest two or three brain-health or metabolic-wellness foods and drinks in the functional nutrition set, favoring clear ingredients over broad anti-aging promises.
Customer demandInterest is steady, with some talk (social 4/10). The shelf is ahead of the talk: bought when seen, not yet sought out.
Why Niche: Longevity eating is gaining momentum, but remains niche as high prices, complex health claims, and limited proof of long-term benefits restrict mainstream adoption. Consumer interest is growing faster than demonstrated repeat demand
4 of 22 forecasters · interest steady · Health & functionRead the full call
- So what · So what
Name the protein source and the eating moment. In a crowded set the claim alone will not justify a premium.
AssortmentFavor protein snacks where the source is obvious, like jerky, eggs and dairy pots, over another generic bar.
Customer demandInterest is steady, with some talk (social 5/10). Demand is steady rather than new.
Why Real: Recognizable protein sources and straightforward ingredient explanations create a clear proposition to test. “Clean” is too vague to carry the offer by itself; taste, convenience and price must explain the value.
7 of 22 forecasters · interest steady · Health & functionRead the full call - So what · So what
Sell the familiar meal with the grams stated plainly. The biggest number on pack loses if taste or tolerance suffers.
AssortmentSwap rather than add: carry protein-and-fiber versions of staples shoppers already buy, like pasta, oats and tortillas.
Customer demandInterest is steady, with some talk (social 5/10). Demand is steady rather than new.
Why Real: Fiber has staying power; the “fibermaxxing” frenzy and rush to fortify everything are less proven. The durable opportunity is in appealing, everyday products—repeat purchase will determine which launches outlast the buzz.
7 of 22 forecasters · interest steady · Health & functionRead the full call - So what · So what
Own one recognizable moment with a clear ingredient story and a taste that earns the repeat.
AssortmentOrganize the cooler by moment, like morning, workout and evening, and cut overlapping SKUs that promise the same thing.
Customer demandInterest is cooling, with some talk (social 5/10). Demand is fading. Watch sell-through before adding more.
Why Real: Functional beverages have proven their place in grocery, with hydration, energy, focus, and gut-health products becoming established shopping occasions. The trend is real but maturing, shifting the opportunity from broad category growth toward differentiation, efficacy, and repeat purchases.
8 of 22 forecasters · interest cooling · Health & functionRead the full call - So what · So what
Lead with what the place does to the taste. An unfamiliar region name alone will not carry the price.
AssortmentAdd one single-origin oil, honey or soy sauce beside the house brand, so shoppers have something to compare the origin against.
Customer demandInterest is steady, with little talk (social 1/10). The shelf is ahead of the talk: bought when seen, not yet sought out.
Why Real: Specific origin can give premium pantry products a meaningful point of difference. Its value depends on whether shoppers can taste or understand that difference well enough to justify the price.
5 of 22 forecasters · interest steady · Pantry & provenanceRead the full call - So what · So what
Sell the ritual and when to use it, and check the rules before kava or adaptogen claims go on pack.
AssortmentGive the set one clear occasion each: a calm drink, an energy drink and a restore drink, not five of the same promise.
Customer demandInterest is steady, with little talk (social 1/10). The shelf is ahead of the talk: bought when seen, not yet sought out.
Why Real: Third-space rituals are becoming repeatable at-home habits, with matcha, kava, sipping broths, and wellness drinks moving into packaged grocery. The opportunity is real because these products extend established social rituals into everyday consumption, rather than relying solely on novelty.
5 of 22 forecasters · interest steady · Health & functionRead the full call - So what · So what
Price it per serving against the café, about $1.25 to $3 a cup or plate, and make the reason to rebuy obvious.
AssortmentBuild a small at-home café set: latte mixes, syrups and a chef pasta shape, each with several servings per pack.
Customer demandInterest is steady, with little talk (social 2/10). The shelf is ahead of the talk: bought when seen, not yet sought out.
Why Niche: Small upgrades give shoppers a way to make an everyday meal or drink feel special while keeping the spend manageable. The shelf opportunity is in products that deliver several satisfying occasions per pack, with a clear cost per serving and a reason to buy again.
6 of 22 forecasters · interest steady · FlavorRead the full call
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Every forecast in one place
Retailer reports, association lists and research decks, logged the day they publish and credited with a source.
One score you can check
0 to 100 from forecasters, recency, press, search, social and products on shelf. Every input shown. How scoring works
A verdict, not a vibe
A dated call with its reasoning, from someone who has merchandised, priced and sold the category. Old calls stay on the record.
Everything behind the score.
MembersThe operator's takeThe shelf test, the proposition and the obstacle, plus what it means for your assortment.Read one →
MembersThe proof on shelf171 products and 154 brands, with stage, where sold and the price ladder.Browse products →
MembersThe playbooksGetting on the premium shelf, testing a trend, making content from it. 52 chapters.Start a playbook →
FreeThe Monday BriefingThe week's stories that matter, tied to the trends they move, in your inbox.Read this week →What moved, and why it matters
The reports land between now and March. Be on the list first.
- Oct 14 · doneWhole Foods 2027 trendsOn the board and scored.
- NowFree accessEvery trend, take and playbook open.
- JanuaryWinter FancyFaire and the SFA listFiled the day they land.
- January 1Free access ends, Pro beginsEarly members hold the founding price.
- MarchExpo WestLive coverage and the new products.
Mike Penner, founder and editorOperator · contracted COO and CTO for premium grocery · author of The Truth Behind Premium Grocery (2027)Every verdict asks the questions a store asks: would we carry it if it weren't trending, does it earn its facing at the department's margin, and will shoppers buy it again.
About Mike and how verdicts are made →