Natural Products Expo West 2024 in Anaheim, CA showcased an array of trends shaping the natural products industry. Here are the top 10 key observations and takeaways from our team:
1. Regenerative organic and biodynamic: The focus on Regenerative Organic practices emerged as a prominent trend, emphasizing sustainable agriculture and community enrichment. Biodynamic products also gained traction, albeit at a slightly slower pace. The buzz around regenerative farming is continuing to prevail as a top trend.
2. Functional ingredients and adaptogens: Products incorporating functional ingredients and adaptogens remained a major player, catering to consumers' desire for holistic wellbeing and targeted health benefits.
3. Gut health: Brands spotlighted prebiotic and probiotic fiber for gut health, responding to the growing interest in the gut-brain axis and the demand for digestive-friendly options.
4. Diverse beverage landscape: Functional beverages dominated the show, featuring a myriad of options like RTD beverages with L-Theanine, mocktails, and hydration drinks. Nootropics, adaptogens, and nutraceuticals infused the beverage market with innovative formulations.
5. Innovative alternatives: Companies reimagined classic, "unhealthy" products using nutrient-dense alternatives, catering to consumers seeking guilt-free indulgence, intentional snacking, and on-the-go nutrition.
6. Functional mushroom boom: Functional mushrooms found their way into various products, capitalizing on their perceived health benefits and versatility. This is a massive trend that appears to be limitless.
7. Alcohol alternatives: The rise of alcohol alternative beverages featuring ingredients like L-Theanine and GABA reflected shifting consumer preferences. We also noticed alcohol-free bars opening in LA.
8. Plant-based options: Additionally, plant-based meat and dairy alternatives continued to expand, offering alternatives such as dairy-free cream cheese, plant-based burgers, and creamers.
9. Sustainability and responsibility: There was a noticeable trend towards sustainability, with companies adopting regenerative practices, carbon neutrality, and eco-friendly packaging materials to align with consumers' growing environmental consciousness.
10. Consumer education: Brands recognized the increasing consumer awareness regarding ingredient sourcing and product transparency. This led to a focus on clear labeling, catering to various dietary restrictions, nutritional preferences, and ethical considerations.
Natural Products Expo West 2024 highlighted a dynamic industry landscape characterized by innovation, sustainability, and a deepening commitment to holistic wellbeing. If you'd like to capitalize on any of these trends, you can reach out to our team below!
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