FullTilt Marketing, a Minot, N.D.-based produce and food marketing company, has named broccolini its Vegetable of the Year for 2026. The company says the recognition follows a comprehensive analysis of social conversations, consumer behavior and emerging culinary sentiment using Tastewise food intelligence.
Vegetables continue to grow in cultural significance, says the marketing firm, pointing to data that reveals broccolini is gaining disproportionate traction.
Broccolini has rapidly moved from a specialty item to a mainstream favorite, landing in the trending stage of the vegetable life cycle with a more than 25% year-over-year increase in social discussions, one of the strongest growth rates among established vegetables, says FullTilt.
“Broccolini is having a moment, and that moment is turning into a movement,” says 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.”
Meanwhile, Tastewise data shows that consumers increasingly associate vegetables with claims like hearty, comfort, cozy and guilt-free, making broccolini a match for the emotional and nourishing eating experiences shaping 2026 food culture, the company says.
Honorable Mention: Sweetpotatoes
While broccolini leaves its veggie counterparts green with envy, sweetpotatoes undeniably earned a place on the podium, ranking as one of the most consistently rising vegetables with a more than 16% year-over-year increase in social conversation, the company says.
“Sweetpotato performance ties into dominant wellness themes, including hormone balance, anti-bloat, polyphenols and electrolytes underscoring the importance of the functional food movement making sweetpotatoes both emotionally comforting and nutritionally compelling,” the firm says in a news release.
FullTilt says to expect sweetpotatoes' broad usage across meals, snacks, bakery items, and beverages to make them a continual growth engine for retailers and foodservice alike.
Vegetables to Watch for 2026-27
While the trending vegetables get all the attention, FullTilt's research identified two strong emerging contenders that deserve attention and should be watched throughout the coming year in the emerging conversation category: kabocha and endive, the release says.
FullTilt says it expects both will be rising stars in the emerging stage of trend adoption, receiving more experimentation from restaurants and culinary creators.
“Social media has changed the conversation about how we see and use food, particularly fruits and vegetables,” says Goodman. “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 From Vegetables in 2026
In addition to broccolini, Tastewise intelligence reveals several powerful trend drivers shaping produce consumption including emotional eating, functional foods and culinary exploration, according to FullTilt.
“The insights are clear and brands that lean into these trends now will shape category leadership for years to come,” Goodman says. “Trend intelligence is a powerful tool for growers and brands who want to elevate demand and strengthen their category story.
“Understanding the nuances of how consumers talk about vegetables unlocks smarter promotional campaigns, more compelling storytelling and better alignment with what shoppers value most,” she adds.
