Every March, the excitement of Natural Products Expo West reaches far beyond Anaheim. The products and energy from this massive event resonate through commerce and culture, driving new trends. For example, consider the rise of keto. Less than ten years ago, hardly anyone knew what it was. Then, keto products began appearing at the Expo, and now, it’s a mainstream concept.
Like previous Expo Wests, this year’s Expo highlighted several trends that are making their way to all types of retailers—from small food co-ops and natural channel retailers to conventional stores, online shops, and direct-to-consumer businesses.
Here are eight trends that are set to make waves at this year’s event:
Sweet Naturals
Back in the day, most sweet things got that way due to sugar. Then in the 1970s, products (here’s looking at you, diet soda) began swapping the sugar for things like saccharin and aspartame. You don’t encounter much of those artificial sweeteners today. But nowadays stevia, monk fruit, allulose and erythritol, among others, give many sugar-free or low-sugar treats their sweet. At the 2024 Expo West, however, editors saw many products that leveraged old-school sweeteners such as dates, honey, maple syrup, agave and fruit purees for their flavor advantages.
Featured Products:
- Bear Maple Yuzu Citrus Sparkling Ginseng Elixir;
- Just Date Organic Milk Chocolate Chips;
- Pure Wild Co. Mango Turmeric Marine Collagen;
- Bon AppéSweet Better Than Milk Chocolate.
Energy, Minus The Jitters
For thousands of years, people have relied on caffeine to kickstart their mornings and power through their days, from tea in China to yerba mate in South America. However, millennials and Gen Zers are now seeking alternatives to caffeine that provide a boost without the jitters. Some are turning to protein for sustained energy. Others are exploring options like metabolism boosters, vitamins, minerals, electrolytes, and even combinations like banana and coconut.
Keep an eye out for a growing range of energy products that skip the caffeine.
Featured Products:
- Good Idea Black Currant Sparkling Metabolism Beverage;
- Press Shot All in One Energy Ampoule;
- Wipala Banana + Coconut Energy Gel.
Mastering Nutrients
Understanding the essential nutrients your body needs is key to a healthy lifestyle. It’s not just about counting calories; it’s about ensuring you get the right balance of vitamins, minerals, proteins, fats, and carbohydrates.
Imagine pasta made from lupini beans or kernza, chickpea oatmeal, and instant miso soup loaded with vegetables. These innovative products, showcased at the Expo, offer more than just rich flavors—they are packed with nutrients. While the term “nutrient density” hasn’t fully entered mainstream conversation, that’s starting to change. From high-fiber options to products boasting double-digit grams of protein, nutrient-dense foods were a standout trend on the show floor.
Featured Products:
- ChiChi Grain Free Oatmeal
- Brami Spaghetti
- Tsubi Miso Cubes
- Patagonia Provisions Organic Fusilli
Let’s Return to The Fundamentals
Innovation often hinges on ingredients. This usually means adding more—more stabilizers, preservatives, artificial flavors, and synthetic dyes—essentially, more chemicals that are difficult to pronounce. However, in the natural and organic products industry, a new “s” word is gaining traction: simplicity.
Long ingredient lists no longer signify innovation. Instead, they prompt shoppers to scrutinize the product. For instance, instead of jams loaded with added sugar and citric acid, why not opt for simple fruit preserves? Or consider frozen meals made with just organic beans and vegetables. How about plant-based bacon made from organic mushroom mycelium, coconut oil, sugar, and salt? While this plant-based option may have more ingredients than traditional bacon, it still boasts a clean and straightforward list.
Featured Products:
- Blue Zone Kitchens Minestrone Casserole
- Just Spread Strawberry Preserve
- MyForest Foods MyBacon
The Non-Alcoholic Beverage Revolution
The non-alcoholic beverage movement has rapidly evolved. Today, it includes more than just booze-free lager. You can find sparkling wine, upscale craft beer, elegant spirits, and bright-tasting ready-to-drink beverages—even amaros. These options deliver the full drinking experience minus the tipsiness and hangover.
Some brands offer adult beverages for every part of the day, from morning energy elixirs to afternoon focus drinks and evening unwinders. The modern non-alcoholic beverage trend began in the natural food sector and continues to flourish, as evidenced by a stroll around Expo West 2024.
Featured Products:
- Eva’s Spritz
- For Bitter For Worse
- Wilderton Bittersweet Aperitivo
- Kin Euphorics Actual Sunshine Rise and Glow
Taste of Nostalgia
Do you remember the chocolate sauce your grandma poured over classic vanilla ice cream? How about the comforting flavors of zucchini bread or Neapolitan ice cream? These nostalgic tastes are making a comeback, with brands reimagining our favorite childhood treats.
Featured Products:
- Goodpop Neapolitan Pops
- Sunday Night Foods Vegan Chocolate Sauce
- Evergreen Chocolate Zucchini Bread Mini Waffles
- Cappello’s Almond Flour Buttermilk Biscuits
These products blend innovation with nostalgia, offering a delightful trip down memory lane while bringing something new to the table.
Focus It
Water is the only beverage consumed more frequently than coffee and tea worldwide. This translates to a vast amount of beverage consumption, much of which is brewed, canned, or bottled before being shipped globally—not exactly sustainable. Liquid is heavy, and transporting it consumes significant fossil fuels.
Thankfully, a new wave of coffee and tea brands is addressing these issues by creating delicious and innovative concentrates. These products help reduce shipping impacts and offer consumers convenience and affordability.
Featured Products:
- Rishi Tea London Fog
- Explorer Cold Brew Alchemist Dirty Spiced Chai
- Minor Figures Barista Chai Concentrate
Celebrating Kimbap and Korean Cuisine
The hottest restaurants in New York City right now? Korean. From kimchi-infused potato chips to pork rinds, mayonnaise, and even supplements, Korean flavors are taking over. Both home cooks and professional chefs are incorporating the spicy sauce gochujang into everything from salmon glazes to scrambled eggs.
Enter kimbap, a Korean classic. This dish features cooked rice, vegetables, fish, and meat (though not always all at once), rolled in seaweed and sliced into bite-sized pieces. Frozen versions of kimbap made a splash at this year’s Expo, with one even winning a NEXTY Award. But Korean cuisine didn’t stop there. The Expo also showcased the latest innovations in kimchi products, burdock root tea, seaweed snacks, and more.
Featured Products:
- Gimme Snacks Chili Lime Roasted Seaweed Snacks
- Sempio Foods Kimchi at Home Kit
- Lucky Foods Korean Style Kimchi Pancake
- C-Weed Seaweed Wasabi Bugak Chips
- Ocean’s Halo Kimbap Veggie Roll
Dive into these exciting Korean flavors and experience the culinary revolution taking the world by storm.
In conclusion, the Natural Products Expo West 2024 was once again a platform for innovation and inspiration in the food and beverage industry. This year’s event showcased a variety of trends that are quickly gaining popularity among both retailers and consumers. As we look towards the future, it is clear that these trends will continue to evolve and drive change in the way we eat and drink.
