The 45-year-old Expo West conference in Anaheim highlighted innovations in natural and organic products, drawing 60,000 attendees to explore trends like fiber enrichment and protein fortification. With 3,100 brands exhibiting across 500,000 square feet, the event reflected a $342 billion industry focused on wellness and longevity. Marketers emphasized functional benefits in foods and beverages amid rising consumer interest in health optimization.
Expo West, held at the Anaheim Convention Center, serves as a key indicator for the natural and organic products sector. The event, often called the 'Cannes Film Festival of natural nibbles,' featured products designed to support digestion, immunity, brain function, and muscle building, incorporating elements like creatine in coffee, mushrooms in mocktails, and protein in items such as pretzels and power bars.
A prominent trend was 'full-on fibermaxxing,' with fiber highlighted in various products. According to the National Institutes of Health, 95 percent of Americans fail to meet the daily recommended fiber intake. Brands innovated with flavors like dill pickle for bean snacks and positioned family-friendly options, such as those from Goodles, to address dietary gaps.
Protein remained a dominant theme, integrated into diverse items including pasta sauce, bread, chips, and pizza. This push aligns with increasing use of GLP-1 drugs, projected to reach 25 million American users by 2030. Olga Osminkina-Jones, group CMO for Flora Food Group, noted, “It’s not that consumers want protein in anything and everything—it can sometimes feel like a misfit for certain products—but yet they’re not rejecting it.” She added, “Protein is no longer a trend—it’s mass behavior.”
In the meat sticks category, chicken emerged as a new focus, capturing about 1 percent of sales. Chomps announced its first chicken sticks, targeting consumers who eat an average of 100 pounds of chicken annually. Elizabeth Carter, Chomps’ president, explained, “People want simplicity—they don’t have a lot of time to study ingredients—and they want something convenient and on-the-go.” She continued, “They’re very interested in protein, but they want to make the right choice.”
Brands also simplified ingredient lists while 'stacking' benefits, evident in alternative sodas and adaptogenic beverages promoting low sugar, prebiotics, energy, and mood enhancement. Hydration products moved beyond plain water, with innovation emphasized. Peter Burns, CEO of Justin’s, stated, “You have to innovate—that’s what Walmart wants, it’s what all retailers want.” He added, “Trends come and go, but if you have real food, you’re never going out of style.”
