FullTilt Marketing, a national produce and food marketing agency, has named broccolini the 2026 Vegetable of the Year following an analysis of social conversations, consumer behavior and emerging culinary trends using Tastewise food intelligence.

Vegetables continue to gain cultural relevance, accounting for 18 percent of all food and beverage social share with a 5.3 percent year-over-year increase in popularity. The growth is driven by consumer interest in health, comfort, flavor and emotional connection. Within this surge, one vegetable stands out.

Why Broccolini Leads 2026

Broccolini has surged from a specialty item to a mainstream staple, landing in the “trending” stage of the vegetable lifecycle with a 25 percent year-over-year increase in social discussions — one of the strongest growth rates among established vegetables.

Consumers are drawn to broccolini for its mild flavor, versatility and alignment with top culinary and wellness trends. It fits seamlessly into comfort-centered meals and global cuisine exploration.

Tastewise data shows consumers increasingly associate vegetables with attributes such as hearty, comfort, cozy and guilt-free, making broccolini a strong match for the emotional and nourishing eating experiences shaping 2026.

Its rise also reflects the demand for functional, plant-forward foods that are easy to prepare and incorporate into everyday meals.

“Broccolini is having a moment, and that moment is turning into a movement,” said Melinda Goodman, founder and principal of FullTilt Marketing. “Its growth is being driven by consumers who want foods that feel comforting and wholesome but also fresh, modern and globally inspired. Broccolini checks every box.”

Honorable Mention: Sweetpotatoes

Sweetpotatoes also earned recognition, ranking among the most consistently rising vegetables with a 16 percent year-over-year increase in social conversations.

Their performance ties into dominant wellness themes — including hormone balance, anti-bloat benefits, polyphenols and electrolytes — underscoring the momentum behind functional foods. Their versatility across meals, snacks, baked goods and beverages positions sweetpotatoes as a continued growth driver for retailers and foodservice.

Vegetables to Watch for 2026–27

FullTilt identified two emerging vegetables to watch: kabocha and endive. Both are in the early stage of trend adoption and are expected to see increased experimentation from restaurants and culinary creators. They could break into trending use by late 2026 and gain broader traction in 2027.

“Social media has changed the conversation about how we see and use food, particularly fruits and vegetables,” Goodman said. “It will be exciting to watch these trending and emerging vegetables reflect the accelerating consumer desire for produce that is functional, aesthetically unique and globally inspired.”

What Consumers Want in 2026

Tastewise data points to several forces shaping vegetable consumption, including emotional eating, functional foods and culinary exploration.

Broccolini, sweetpotatoes, kabocha and endive each align with high-growth consumer needs, offering growers and marketers a roadmap for relevance in 2026.

“The insights are clear, and brands that lean into these trends now will shape category leadership for years to come,” Goodman said. “Understanding how consumers talk about vegetables unlocks smarter campaigns, stronger storytelling and better alignment with what shoppers value most.”