Trend and trade calendar
The 2027 trend cycle starts in October and runs to Expo West. Each forecast becomes trend calls on this site the day it publishes; each show becomes products. Dates shift a little every year, so these are the usual months.
- Mid-OctoberWhole Foods MarketWhole Foods Market trend predictions
Ten trends for the coming year from its Trends Council; the loudest single forecast in the category.
Use it forBrands: position against one named trend before January. Creators: the first content wave of the season.
- Late OctoberPinterestPinterest Predicts
Search-driven predictions across categories, with food inside.
Use it forThe planning signal: what shoppers will cook and buy months out.
- NovemberRetailersSprouts, Kroger and other retailer lists
Retailer trend lists and private-label previews.
Use it forWhere consensus starts to form; a trend on two retailer lists is a different thing from a trend on one.
- JanuarySpecialty Food AssociationWinter Fancy Food Show · SFA trend list
The specialty trade's own forecast, released at the show.
Use it forBuyers: the first look at who is exhibiting a trend as product. Brands: the room where independents source.
- FebruaryNew HopeNatural Products Expo West exhibitor list
The roster goes public before the show.
Use it forFirst-time exhibitors are the Emerging list for the year.
- MarchNew HopeNatural Products Expo West
The largest natural and specialty show in North America.
Use it forWhere a trend becomes a shelf: products, distributors, buyers in one place.
- JuneSpecialty Food AssociationSummer Fancy Food Show
The specialty trade's East Coast show.
Use it forMid-year check: which winter trends made it to product.
- SeptemberNew HopeNatural Products Expo East (as scheduled)
The smaller East Coast natural show.
Use it forLate-year launches; what will be on the shelf at the holidays.
- QuarterlyThe Shelf SignalThe Shelf Signal scorecard
Our record: which verdicts changed and why.
Use it forJudge us before you pay us.