Our team visited Expo West 2024 at Anahein, CA. Natural Products Expo West 2024 demonstrated a variety of trends in the food and beverage industry, revealing how customer preferences are changing and the sector is innovating.
- Following cannabis and CBD’s popularity, mushrooms such as lion’s mane and cordyceps are becoming popular for cognitive function improvement as well as relieving stress.
- Women’s health products have received increased attention, addressing various areas such as digestive health, urinary tract health, reproductive health, perimenopause, and sexual health.
- Consumers may be influenced to buy less food and spend more on supplements following a return to weight loss focus that has been championed by pharmaceuticals like Ozempic.
- Whey protein has returned as the leading protein source, mainly in liquid protein drinks, signing a return to traditional protein sources.
- Collagen supplements, among other nutricosmetics, are increasingly being used to enhance hair, skin, or nails, thus portraying consumers’ interest in holistic beauty needs.
- Probiotics (Psychobiotics in particular) have emerged to address the gut-brain axis, which is said to affect cognitive functions.
- The market is increasingly focused on promoting healthy aging through various approaches, including nutrigenomics and cellular health.
- Brand collaborations, women’s health, Gen Z influence, global flavors, regenerative agriculture, sustainability initiatives, and environmental responsibility were among the Expo trends’ highlights.
- The non-alcoholic beverages segment continues to expand with offerings such as mocktails and zero ABV options for consumers who want tasty non-alcoholic drink alternatives.
- Artificial sweeteners are being replaced with traditional sweeteners like fruit purees, dates, or honey within many low-sugar or sugar-free products, thus suggesting a movement towards natural sweetener options.
- Millennials and Gen Z consumers seek energy without caffeine, leading to the rise of products featuring protein, metabolism modulation, and vitamins instead of caffeine.
- Nutrient-dense options like lupini bean pasta and chickpea oatmeal have gained popularity as healthier alternatives to conventional foods.
- Brands have begun reintroducing loved favorites with nostalgia-inducing classic flavors, such as Neapolitan ice cream or zucchini bread, giving them a modern twist.
- The expo showcased an array of globally inspired flavors and ingredients, with brands offering diverse options such as salmon avocado rolls, kimchi, and Botana Sauces, reflecting consumers’ growing interest in global cuisine.
