The packaged food and beverage industry is at an inflection point as consumers squeezed by higher prices and confronted by conflicting dietary guidance demand more value, nutrient-density, emotional connection and transparency around sourcing and processing.
Yet, few companies are meeting the moment with bold innovations or breakout branding – potentially because they are hamstrung by capital constraints, geopolitical pressures on supply chains and regulatory uncertainty that could force costly reformulation.
This raises a critical question: What will it take for the industry to once again innovate at the pace consumers expect and stretch beyond the established boundaries of what feels commercially safe?
That tension was palpable on the show floor at Natural Products Expo West, which historically has served as the coming out party for the booming natural and organic industry to showcase new products, marketing campaigns and startups, but which was a bit more conservative this year compared to pre-pandemic.
While the swag and samples were still strong – prompting long-lines for naturally-colored rainbow frozen pops and scavenger hunts for in-demand bags, including a tote shaped like a citrus slice that boasted a zipper – truly disruptive ideas that redefine categories or create entirely new ones, were relatively scarce.
This raises a critical question: What will it take for the industry to once again innovate at the pace consumers expect and stretch beyond the established boundaries of what feels commercially safe?
In this month’s special edition, FoodNavigator-USA explores where there are bright spots, where there is whitespace for additional innovation and how emerging technology can help brands and investors make bigger bets more confidently.
Some of the more promising trends spotted at Expo West centered on sensemaxxing, mood management, elevating staples and high-fiber ingredients like konjac. While maturing trends that demonstrated on-going traction included medicinal mushrooms, seed-oil free claims and seaweed snacks.
Solutions to consumer concerns about the environment, artificial ingredients and ultra processing also took center stage at Expo West, as did enhanced technology solutions to support brands trying to move the needle.
Check out the details of these stories and more by clicking through on the headlines below, or if you are FoodNavigator-USA subscriber, by checking your inbox for the special edition featuring Expo West Highlights.
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Natural Products Expo West highlights
Natural and organic food & drink poised to hit $427 billion by 2029 – With most shoppers buying natural and organic but many unsure what it really means, brands must better explain health benefits and value, according to experts
16 trends at Expo West: Convenience, function and ‘feel good’ food redefines innovation and marketing – From packaging breakthroughs and GLP-1 friendly formulations to regenerative claims and sensory-driven products, brands are balancing health, sustainability and indulgence in a rapidly evolving market
Expo West brands embrace ‘sensemaxxing’ with layered textures, bold flavors and playful formats – Brands at Expo West showcased snacks engineered for crunch, chew and snap, layering textures and subtle flavors to deliver bigger sensory experiences in smaller bites
How snack brands can stay resilient in an era of disruption – From GLP-1 drugs and AI to fast-shifting shopper preferences, founders and experts urge snack brands to double down on focus, purpose and agility
Classic condiment sales are slipping, and innovators are moving in – As mayonnaise, ketchup and salad dressing sales decline, brands like Primal Kitchen, Truff and Lucky Foods are driving growth with healthier oils, bold spices and elevated flavor experiences
Relaxation drinks boom as consumers seek calm – The global market for functional ‘chill out’ beverages is growing by more than 8% annually, driven by adaptogen-fueled brands like Recess, Hiyo, Brez and Trip
New beverage launches to watch at Expo West 2026 – Pure Soda, Beyond Meat, Nixie, Malk, Tractor Beverage and more unveil their latest innovations in natural and organic drinks
Mushroom boom in food and beverage faces shakeout as growth collides with inflation, consolidation – Functional mushroom products surge across beverages and snacks, but rising competition, consumer pullback and a wave of acquisitions signal a more challenging next phase
High-fiber konjac could be the next big competitor in better-for-you foods – From noodles to ‘inner beauty’ drinks, konjac is moving beyond Asia to challenge established categories across the US functional food landscape
Global seaweed snack sales could double to $4.66B by 2030 – North American and European markets are experiencing the fastest growth in seaweed snacks
Predictive data reveals the next wave of performance-driven wellness trends in food – Insights from Spate reveal consumers want functional, low-sugar and benefit-packed food and beverages that fit easily into their lives
Wisecode gives brands a new way to claim they’re non-UPF – Built on an ingredient-level ultra processed food standard and a database of more than 840,000 products, the app’s new Non-UPF Shield lets food and beverage manufacturers quickly verify products
Half of US shoppers worry about artificial ingredients, want EU-style bans – A new Acosta Group study finds growing demand for transparency and cleaner labels as consumers push for stricter rules on artificial ingredients
3 takeaways on capital fundraising from JPalmer Collective – Capital is returning to CPG, but on new terms: smarter growth, stronger fundamentals
Regenerative Organic Certified emerges as one of food’s fastest-growing labels – ‘The bottom line is, if we don’t have healthy soils, we are not going to have healthy plants … and we are not going to be healthy ourselves’
Seed oils are out, avocado oil is in – and snack brands are leading the switch – Chip makers are transitioning to avocado oil due to backlash against seed and vegetable oils
Rooted in Chicago and Nepal, two pet food brands share a strategy with simple ingredients – It’s a family affair for Nak Chews and Ava’s Pet Palace. Though their clean-label pet treats are developed on opposite sides of the globe, the two independent pet food companies share a common non-negotiable for today’s pet parents: no mystery chemicals in the bowl
