There was no dominate trend at Natural Products Expo West this year as in years past when protein, plant-based alternatives or prebiotic sodas took the event, and industry, by storm.
Rather, this year, the massive show reflected an increased fragmentation of nutrition callouts, sustainability claims, packaging innovations and sensory appeal that reflects the natural and organic industry’s fast-expanding and diversifying consumer base.
As a result, the products that stood out at Expo West, and which will likely cut through the clutter on crowded shelves, are those that stack - or maxx - multiple trends while remaining authentic and true to their values.
Against that backdrop, a handful of clear themes still emerged from the floor - each reflecting how brands are responding to shifting consumer priorities across nutrition, sustainability and convenience.
Less packaging, more convenience
Several brands are slimming down their packaging to reduce their environmental footprint, while others are making the most of their wrappers by helping consumers convert them for increased convenience.
Ocean’s Halo’s Trayless Seaweed Snacks is able to forgo the protective plastic trays many competitors use by tweaking how it processes its seaweed sheets so they won’t crumble, tear or break. The move also allows it to fit more product on less shelf space, boosting its appeal to retailers.
The Rice Stuff Box leverages a new packaging that transforms from a pouch to a box, in which the product can be conveniently prepared by adding boiling water or microwaved. The packaging is more sustainable, with 80% recyclable cardboard.
Whimsy without worry
The growing laundry list of ingredients and attributes public health advocates, influencers and popular culture tell consumers to avoid – from artificial colors and flavors to processed meat, like bacon, and refined grains – may feel like food can’t be fun anymore. But several brands are delivering whimsy without the worry, such as Jonny Pops with its Rainbow Fruit Snacks frozen pops that are vividly colorful and flavorful but made with organic fruit and vegetable juice, turmeric and spirulina rather than artificial dyes.
For adults who don’t want to grow up, Plaid Circus offers non-alcoholic, barrel-aged spirits produced in Kentucky in a range of imaginative and nostalgic flavors, including Bubblegum Fantasy, Orange Lush and Kimono Dragon, which a spokeswoman described as inspired by Willy Wonka.
Back To Nature, Chocxo and Redefine offer permissible indulgence with sweets that are low sugar but which also skip the artificial sweeteners and high fructose corn syrup. Redefine Foods even adds more of what consumers want – like 15 grams of protein in its birthday cake-flavored protein donut.
Lifeway blends fun flavors and positive nutrition in its birthday cake-flavored kefir shots, which include 10 grams of protein.
‘Sensemaxxing’ skyrockets in practice, but few brands are using the term
Sensemaxxing – a term coined at the Specialty Food Association’s Winter Fancy Faire – is gaining traction among brands that layer texture, color, flavor and function into products that offer value-seeking consumers more of everything.
For example, That’s it – a brand known for better-for-you fruit leather – showcased its new high-fiber, high-protein take on granola. The brand’s Fruitola complements the functional nutrition consumers want with a variety of shapes and brightly colored bites of fruit that offer a feast for the eyes.
Other brands create multi-sensory experiences with flavor and texture combinations. For example, Good Pop adds an unexpected sour dusting to its fruit pops for a mouth puckering blend. Other brands lean into unexpected collaborations – for example, Like Air showcased a puffcorn that brings together a traditionally savory flavored format with Copper Cow Coffee’s Vietnamese Coffee.
Beef tallow continues to climb but remains niche
A handful of companies call out beef tallow either as a standalone product or star ingredient, but its assent is not as sharp as some may have expected given its status as a favored fat among the Make America Health Again movement. At Expo West, Legacy Roots, Marianne’s and Steak N Shake paired the beef tallow with “grass-fed” claims.
GLP-1 friendly
More brands are talking about the GLP-1 support benefits of their products, but few make direct claims on pack related to the popular drug used for weight management.
Good Idea’s lightly sparkling water claims to support balanced blood sugar and ‘prime your metabolism,’ which it backs with scientific clinicals.
Bonduelle offers a range of Lunch Bowls – ready to heat or eat pouches made with whole grains, legumes and vegetables – that contain between 10 and 13 grams of protein and 9 grams of fiber. A spokeswoman confirmed the line will soon have GLP-1 friendly claims on the front of pack.
Remedy Organics’ new Pro Power line of plant-based beverages includes 35 grams of protein, 6 grams of fiber and functional ingredients like MCTs and adaptogens. The line was created for consumers, like those on GLP-1 drugs for weight management, who want more protein, fiber and help hydrating.
Pre- and probiotics peak
Products packed with probiotics and prebiotics, especially shelf stable options, may have peaked first during the pandemic when consumers flocked to the ingredients to boost their gut health and immunity, but now, rising interest among GLP-1 users for gut health support is helping the ingredients remain relative even as other functional ingredients compete for consumers attention.
Kimchi and kraut climb
Consumer marketing firm Spins predicts “funky fermentations” are becoming everyday staples versus just side-dish afterthoughts. This includes a 5% increase in sauerkraut sales to $96.7 million in 2025 over the prior year and an 8% increase in kimchi sales to $67.1 million in the same period. At Expo West, Veggie Confetti, Cleveland Kitchen and Lucky Foods all are rising to meet this spike in demand.
War against seed oils gains soldiers
CPG brands continue to replace seed oils with options perceived as healthier, such as avocado oil. While science does not support the fearmongering around seed oils, consumer confusion and demand for alternatives is translating into real dollar sales – helping to speed the transition among brands across categories.
Mushroom madness
Functional mushrooms continue to move into the mainstream, riding a wellness wave into everything from coffee to shots to snacks. Stakeholders in the segment, however, acknowledge some choppy waters ahead as economic pressures and a crowded field are separating the winners from the rest.
Elevated chips
Chips are getting an upgrade with functional ingredients, like protein, shifting their status from junk food to “better-for-you,” while bold flavors and base diversity beyond corn and potato offer an elevated eating experience.
At Expo West, Hippeas showed off its new line of chickpea-based tortilla chips that tout 7 grams of protein per serving, while protein chip front-runner Wilde packs in 10 grams per serving thanks to the inclusion of chicken breast, egg whites and chicken bone broth. Newcomer Mamame Tempeh Chips offer the same amount of protein per serving as Wilde, but from soy, in addition to 14 grams of fiber.
Several potato chips tap into consumer demand for global flavors, including Svenska Lant Chips which claim a Scandinavian connection and Torres which makes a Spanish connection. Both offer paprika-flavored chips. Casa Arte Sano’s Nopalli Celtic Salt blend cactus into the base while Chao Sua adds fresh green chives to a range of flavored chips.
Retort pouches help rescue the office lunch
As more people return to the office and restaurant prices continue to rise, the problem of packing a lunch is resurfacing for many consumers. Retort pouches offer an easy solution with a range of shelf-stable meals that brands like I Pronti, Eatiful and Time-Wise promote as easily microwavable in the packaging. A spokesperson from Time-Wise noted that because the meals are shelf-stable they are gaining favor with consumers returning to the office as they can easily be stored in a desk drawer for emergencies.
Brain food
As more consumers seek products that are not just good for their bodies but also their minds, more brands are making brain-boosting and mood enhancing claims, including Mosh, Just Ingredients, and Vive.
Konjac moves mainstream
Once niche outside of Asia, konjac is breaking into mainstream US food and beverage, showing up in everything from functional drinks to sushi rice – thanks to younger consumers chasing fiber, weight management and wellness benefits.
Clear protein captivates consumers
Protein callouts are now table stakes for many brands and no longer a point of differentiation. An exception is clear protein, which is making inroads in beverages.
Regenerative Organic Certified emerges as sustainability claim of choice
Regenerative Organic Certified (ROC) is quickly gaining traction as consumers look beyond traditional organic and prioritize soil health, animal welfare and ethical sourcing. With buyer growth outpacing other labels, it’s emerging as one of the fastest-rising certifications in food.
Women take center stage
Several brands are creating products designed for – and often by women – including Elevate Organic, which showcased a grass-fed whey protein for women, and Greater Than, which offers a line of beverages to support women’s health and emotional wellbeing.
