March 24, 2022

Trends from the Natural Products Expo West Tradeshow

Theo Schweitz

Trends from the Natural Products Expo West Tradeshow

Trade shows are back. We were on location for the Natural Product Expo West tradeshow last week with about seventy thousand buyers, exhibitors, and industry professionals. The atmosphere was almost exuberant as attendees and exhibitors all celebrated being back together in person.

The natural products industry has continued to mature and this show highlights the next evolution. As manufacturers hunt for growth opportunities, they are tapping into niche consumer dietary needs and beautifully designed packaging to attract new consumers. The show’s early days were marked by handmade products and self-designed labels, but ongoing investment in this space has ushered in a new era of specialization, advantaged product development, and level of finish.

Plant-Based Foods

This is the hottest industry buzz word right now with many exhibitors touting “plant-based 2.0” and “next generation plant-based.” It has felt like “plant-based” has been a trend for 10+ years, but it was all over the show like it was the newest trend since “gluten free”. This new generation of plant-based includes making food that previously included animal products, such as diary, eggs, and meat from plants.

Just Eggs are a new egg substitute made from plants.

Vegan Butter makes it easy to live a plant-based life when eating toast

In Plants We Trust. It could be the mantra for the show

Its the entire kitchen, its all plant-based

Harmless Harvest helps consumers imaging food production in a kinder and gentler way.

A plant based cheese spread is definitely a perk.

Not Butter, Not Cheese, Not... a great dairy alternative

Signs we’ve jumped the plant-based shark: Plant Crisps are a nutritious crunchy snack that are made from plants. In the past we just called them potato chips.

Plant-Based Meat Substitutes

It’s a subcategory of plant-based trend that continues to explode. This trend has moved past burgers into spam, bacon, and chicken. This is an exceptionally hard category to excel in because the texture is difficult to emulate. This year’s exhibitors have advanced substantially by creating products that truly replicate the meat experience.

Not Co is a brand that names all of its products after that they are not. E.g Not Burger, Not Milk, etc

Like Meat was showing off their new chicken products, but they have an entire portfolio of meat-free meat

I thought this was a joke when I saw it, but the smell pulled me in and the taste sold me. Its a good bacon alternative.

Un Meat Meat Free Luncheon Meat. The hardest part about replicating Spam is the texture and they did a great job.

Chkn is not chicken, but it tastes just like it.

Mushrooms

This trend was just getting started before the pandemic, but is maintaining its space. As a fantastic source of Umami, mushrooms provide a great base for many innovations.

Fungus Among Us has a mushroom for every need and recipe.

Om sells mushroom based functional foods

Small Hold helps you grow your own mushrooms.

Two Concepts I Loved

Ritual Zero Proof make non-alcoholic hard liquor. Its sees like a paradox, but the product is good and allows consumers to enjoy all of their favorite cocktails without any alcohol.

Rind took the consumer trend of utilizing all of a food by creating snack foods from the rind. To quote them "keep it real, eat the peal"

It feels like the Natural/Organic segment has arrived. The technically amazing, well packaged, tasty new products show that innovative teams can accomplish anything.