Conquering Expo West is no small feat! Each hall is an experience of its own. As we traversed every aisle, we found some interesting trends popping up that we’d like to share.
Standing Out in a Sea of Brands
With thousands of brands competing for attention, differentiation was clearly top of mind. From the booth designs to the bold packaging and layered product benefits, brands are working harder than ever to carve out a distinct identity. It’s no longer enough to simply be natural or clean. Brands are blending thoughtful design, functional ingredients, and purpose-driven messaging to create a stronger story for consumers. At Expo West, the brands that stood out most were the ones that combined all three—great products, clear benefits, and a compelling reason to believe.
Unique Structures
We saw so many unique structures, from the food category to beauty. The packaging was clean, modern, and striking. Many of these structures featured a smooth, matte finish with areas of spot gloss. They were smooth to the touch and very eye-catching. The calm stood out among the chaos. Shout out to BIOM and SPORTS RESEARCH! In a show filled with bright colors and loud messaging, these minimalist designs created a moment of pause. Brands are clearly recognizing that structure and finish can be just as powerful as graphics when it comes to grabbing attention on a crowded shelf.
Alternate Sweeteners
Many brands are using sweeteners that go beyond the traditional stevia to achieve a more natural taste. While stevia is a popular choice, especially for beverages, it was refreshing to see some alternatives. Honey, agave, maple syrup, dates, coconut sugar, and monk fruit made appearances as brands searched for ways to create sweetness without sacrificing flavor. We really enjoyed SUNBUTTER’s new Honey Sunflower Seed Butter. Consumers are becoming more discerning about ingredient lists, and brands are responding by leaning into sweeteners that feel more recognizable and less processed.
Added Benefits
Wow, can we say overload! Collagen, creatine, protein, electrolytes, energy, even colostrum were among the many additives we say in drinks and even beauty products. These added benefits are truly saturating the market. Gone are the days when no artificial ingredients were enough. Today, brands must offer something more. Functional benefits are quickly becoming cost of entry, with products promising to support hydration, muscle recovery, gut health, focus, or overall wellness. The line between food, supplements, and personal care continues to blur as brands compete to pack more value into every product. There were so many brands that featured these functional ingredients – KOKO & KARMA Coconut Water, ALLDAE Superfruit Sodas, and HIPPEAS with Protein were some of our favorites.
Back to Basics
At the same time that products are becoming more functional, another countertrend is emerging – brands emphasizing simplicity and traditional ingredients. Simple ingredient lists, whole foods, and time-tested preparation methods are being highlighted as signals of authenticity and quality. In a world of highly engineered products, many brands are leaning into the idea that sometimes less is more.
Gut Health Takes Center Stage
Gut health messaging has expanded well beyond kombucha. Probiotics, prebiotics, fiber blends, and fermented ingredients were showing up across beverages, snacks, supplements, and even personal care products. Brands are positioning digestive wellness as a foundation for overall health—impacting everything from immunity to mood to skin. It’s clear that gut health is no longer a niche benefit; it’s becoming a core platform that brands are building entire product lines around.
Giving Back
Many brands promoted their philanthropy efforts. We saw messaging about helping to clean up the environment, efforts to reduce plastic, funding charities, supporting education, and more. The interactive game at OPEN WATER’s booth encouraged participation to enhance beach cleanup. Consumers seek out brands that give back and it is obvious that brands are paying attention. Sustainability claims, recyclable packaging, and mission-driven messaging were often front and center in booth displays and packaging copy. For many brands, purpose has become part of the product story itself, helping build emotional connection and loyalty with consumers who want their purchases to have a broader impact.
Upcycled Ingredients
Sustainability also showed up in the ingredients themselves. Several brands highlighted upcycled ingredients—materials that might otherwise go to waste but are repurposed into new products. Fruit pulp, spent grains, and imperfect produce are being transformed into snacks, powders, and baking mixes. This approach allows brands to reduce waste while also telling a compelling sustainability story.
Global and Bold Flavors
Another noticeable trend was the expansion of global flavor inspiration. From spicy chili oils and Korean-inspired sauces to Middle Eastern spices and tropical fruit combinations, brands are leaning into bold, adventurous flavor profiles – queue BIBIGO, where we tried the gochujuan sauce, which was delicious! Consumers appear increasingly willing to experiment, and brands are responding by bringing more international inspiration into everyday snacks and pantry staples.
Unexpected Ingredients
Beef products were a new and unexpected trend. Bone broth and tallow have been around for a long time, but this show proved that these ingredients are starting to take center stage. We saw bone broth and tallow added into everything from protein bars to skin care products. FATWORKS is starting a new tallow skincare line, and HOL protein bars utilize bone broth for protein. These ingredients are being positioned as nutrient-dense, traditional, and minimally processed—qualities that resonate strongly with today’s health-conscious consumers. What once felt niche now appears to be moving more mainstream. It seems that beef is the new “better.”
Convenient Wellness
Consumers clearly want health benefits without sacrificing convenience. Many brands focused on portable formats—stick packs, ready-to-drink beverages, single-serve snacks, and grab-and-go wellness shots. Products that combine multiple benefits—such as energy, hydration, focus, and immunity—in one convenient format were especially prominent. The message was clear: wellness needs to fit seamlessly into everyday life.
In closing, Expo West always offers a glimpse into where the natural products industry is headed, and this year was no exception. From innovative packaging to functional ingredients and purpose-driven brands, the show highlighted how quickly the market continues to evolve. Consumers are looking for products that do more—deliver benefits, tell a meaningful story, and fit seamlessly into their lifestyles. While the trends may shift from year to year, one thing remains constant: brands that combine innovation, authenticity, and thoughtful design will be the ones that stand out on the shelf and in the minds of consumers.