As we head into a new year, health and nutrition remain top of mind for many consumers, which is especially the case for those who are striving to eat healthier this year as part of their 2026 New Year’s resolutions.
Although financial goals such as saving money and sticking more closely to budgets are topping many of the lists, health and wellness resolutions are trailing closely behind – 45% of respondents said that they plan “to eat healthier” this year in a recent survey by Statista, while 74% reported that they’re striving to do the same in the latest Ipsos Consumer Tracker.
Upping your intake of vegetables is one way to accomplish such a goal – and the following veggies in particular are expected to trend in the coming year.
2026 Vegetable of the Year: Broccolini
Also known as baby broccoli, broccolini is essentially broccoli’s cooler cousin and was originally developed to serve as a milder-tasting alternative to broccoli that could also withstand higher temps; however, now it’s picking up steam in its own right.
As a matter of fact, FullTilt Marketing named the lesser-known cruciferous vegetable as its 2026 Vegetable of the Year based on an analysis of social conversations, consumer behavioral patterns, and emerging trends.
Social conversations involving broccolini increased by 25% year over year, according to the Tastewise platform, reflecting its metamorphosis from a niche varietal into a staple of the produce aisle.
“Its growth is being driven by consumers who want foods that feel comforting and wholesome but also fresh, modern, and globally inspired,” said Melinda Goodman, founder and principal of FullTilt Marketing. “Broccolini checks every box.”
In terms of nutrition, broccolini is a rich source of vitamin A, vitamin C, and vitamin K, as well as folate and glucosinolates.
Broccolini also has a similar profile of phenolic acids as other vegetables in the Brassica family, most notably containing flavonoids, and emerging research on the flavonoids found in broccolini leaves suggests that they may inhibit the growth of some cancers. However, that research also found that some cooking methods – particularly boiling – may reduce its phenolic acid content.
2026 Honorable Mention: Sweet Potatoes
FullTilt Marketing named sweet potatoes as its honorable mention, as the humble tuber saw a 16% increase in social conversations year over year.
Much of its rising popularity has been attributed to its health perks, which just so happen to align with many of the goals of today’s wellness-minded consumers, such as enhancing gut health and reducing sugar intake.
Sweet potatoes are a rich source of fiber, offering around six grams per serving, which aids in digestion, as well as antioxidants, which can help protect cells from damage.
Other health benefits include:
- Vitamins A and C
- Potassium
- Zinc
- Magnesium
- Folate
Other Veggies to Watch This Year
The marketing agency also expects that two other vegetables – the kabocha, a type of dark-green winter squash, and the endive, a leaf vegetable belonging to the genus Cichorium – will both gain traction in the coming year as well.
Food for Thought Leadership
This Episode is Sponsored by: Koelnmesse
Snacking in the U.S. has been on the rise for many years, but is this a global phenomenon? Sabine Schommer, Director, ISM, and Guido Hentschke, Director, ProSweets Cologne and ISM Ingredients, explore European and global snacking trends, and how the trio of ISM, ISM Ingredients, and ProSweets Cologne serve as a meeting place for the global snacking industry.
