ExpoWest was (and always is) a whirlwind, to say the least. Here’s what we took away:
Entrenched Trends
These trends aren’t going anywhere!
- Mushroom Mavens: Supplements, foods, beverages, gummies (and more) continue to elevate this ingredient.
- Protein Power: Meat sticks, powders, bars, snacks and ready-to-eat meals continue to emphasize this satiety-enhancing, lean-mass-building macronutrient.
- Better Beverages: Prebiotic/probiotic sodas, fun non-alcoholic drinks and intriguing ingredients (like yuzu, date concentrate and exotic extracts).
- Gut Health: This is officially mainstream. (See below for more thoughts on this.)
Interesting Observations
We spent a lot of time listening and observing at ExpoWest. Here’s what rose to the top:
- A2 Dairy on the Rise: We’ve been noticing A2 milk showing up more frequently at retail. We spoke with the folks at Bellwether Farms—a delightfully traditional, non-trendy brand—who recently added “A2” to their yogurt label. Interestingly, most of the milk Bellwether had been sourcing for years was already A2, but after studying the trend, they committed to sourcing only A2 milk and decided to call it out on their label. That’s a big move for such a heritage brand. The result? With the addition of “A2” (and virtually nothing else different), sales increased for this long-standing brand.
- Seed Oils Get the Side-Eye: There’s a growing conversation around seed oils among nutrition, health and wellness experts—and the industry is responding. While not all brands are reformulating, many are. We heard chatter about seed oils, reformulations and seed-oil-free product launches, including Pirate’s Booty, which is releasing a new SKU—Captain Bootyhead—made with buckwheat (for more fiber) and avocado oil (instead of sunflower, canola, or corn oil used in their other SKUs).
- Gut-Everything Axis: We sat in on a presentation by Nutrition Business Journal (NBJ), where they discussed the rise of gastrointestinal health in the dietary supplement industry. NBJ noted a shift from viewing gut health as connected to individual organs to a broader understanding: the gut-everything axis. Their consumer survey revealed that while 23% of consumers say they optimize gut health to heal a GI issue, 38% do so to support overall health.
- Hydration is Huge: Hydration is clearly top-of-mind for consumers—and brands are responding. Hydration beverages, powders and even hydration gummies are flooding the market. NBJ reported that hydration supplements are one of the fastest-growing supplement categories, with 28.9% year-over-year growth.
What Made Us Stop and Stare
This wasn’t an ExpoWest where our minds were blown by a flood of new product innovations. We had to dig to find products that felt genuinely fresh and exciting. A few standouts:
- Big Bold Health’s Himalayan Tartary Buckwheat: Dr. Jeffrey Bland, known as the father of functional medicine, has launched a product line featuring a unique ingredient: Himalayan Tartary Buckwheat (HTB), “an ancient plant with immune-restoring properties.” We’ve heard him discuss HTB on podcasts over the years and were excited to experience the product line firsthand. True to Dr. Bland’s style, the products dive deep into the intersection of food chemistry and human biochemistry. The line emphasizes HTB’s unique traits—over 100 polyphenols and naturally occurring vitamins and minerals that support immune health. Big Bold Health also shares several published studies on their site.
- Farmer Bob’s Beyond Berries: We love berries in all forms, but one form not often seen at retail? Purée. Typically reserved for manufacturers or foodservice, berry purée shows up in products like jams and baked goods. But Farmer Bob—an actual berry farmer from Oregon—is doing something new: combining berry purée with date syrup and flash-freezing it into bite-sized, berry-shaped treats (red raspberry, black raspberry and blueberry). Super innovative and super fun.
- WoolAid Merino Wool Bandages: As a food, ag and nutrition marketing agency, we didn’t expect to be talking about bandages—but when they’re made of wool, it suddenly fits right in. WoolAid is a New Zealand-based company launching 100% medical-grade merino wool bandages in the U.S. They’re biodegradable, breathable, flexible, soft—and they look surprisingly classy.
- Nielsen-Massey Pack Sizes: In a sea of trendiness, stopping by Nielsen-Massey was grounding. Known for their exquisite vanilla products, they were showcasing new single-serve vanilla and vanilla bean paste—just enough for one recipe—sold in sleek individual sleeves. When we asked what drove this innovation, they shared that they were inspired by European single-serve ingredient packaging, which helps consumers save cupboard space and manage grocery costs. They were also highlighting their new Mexican Vanilla Paste for foodservice, launched in a bulk container. Why? Chefs love the flavor but find Mexican vanilla beans tricky to work with—so Nielsen-Massey made it easier.
