Natural Products Expo West continues to show where the natural products industry is heading. This year reinforced several trends that have been building for years while also showing some shifts in how brands approach formulation, ingredients, and product positioning.
Protein Remains the Dominant Driver
Protein continues to lead across the show floor. Nearly every category still leans into protein claims. Snacks, bars, beverages, frozen foods, and breakfast products are all finding ways to increase protein content.
What stood out this year is that protein is moving beyond the traditional bar category. Brands are pushing protein into beverages, baked goods, bagels, frozen items, snacks, and even candy formats. The goal is simple. Make it easier for consumers to add protein throughout the day rather than relying on a single product.
Protein Plus Fiber Is the Next Phase
A noticeable shift this year is the pairing of protein and fiber. For years protein has been the main claim on packaging. Now many brands are combining protein with fiber to support digestion, satiety, and overall nutrition balance.
This combination also allows brands to present a more balanced nutrition profile instead of focusing on a single macro. Expect to see more products built around this pairing in the coming years.
Traditional Ingredients and Simpler Formulas
Another theme across the show floor was the return to simple and recognizable ingredients. Many brands are moving away from long ingredient lists and focusing on foods consumers already understand.
Tallow showed up across multiple categories including snacks and prepared foods. Its growth reflects interest in traditional fats and cooking methods that rely on fewer processed ingredients.
This shift toward simpler ingredients also appeared in sweet products. More brands are leaning into whole food sweeteners such as dates and honey instead of refined sugars or highly processed alternatives.
The common thread is clarity. Consumers increasingly want to understand what is in their food and where it comes from.
Functionality Is Becoming More Credible
Functionality remains important, especially in beverages, but the category appears to be maturing. In previous years many products included functional ingredients at levels that looked good on a label but did little to support real outcomes.
At this year’s show more products appear to be formulated with meaningful amounts of active ingredients. This suggests brands are moving toward formulations that can actually support energy, focus, recovery, or digestion rather than relying only on marketing language.
Functional beverages are still present across the show floor, though the pace of new launches appears to be slowing as the category becomes crowded.
Matcha Gains Visibility
One ingredient gaining noticeable traction is matcha. Matcha appeared in beverages, powders, and energy products across the show.
It fits well with several of the broader trends seen at Expo West. It is recognizable, simple, and naturally functional. It provides caffeine, antioxidants, and sustained energy without many of the additives found in traditional energy drinks.
As brands look for clean energy sources, matcha will likely continue to gain attention in the beverage category.
The Rise of Non Alcoholic Beverages
One area that continues to grow is non alcoholic beverages. The NA category had a strong presence at the show and continues to expand as consumer drinking habits evolve.
What was once a niche category is now becoming a standard part of beverage innovation. Expect continued growth and product development in this space.
A Nod to Nostalgia
Another interesting trend is the return of nostalgic formats. Many brands are recreating familiar snacks and childhood foods but with cleaner ingredients, higher protein, or better nutrition profiles.
This approach allows brands to tap into familiarity while still meeting current consumer expectations around health and ingredient quality.
What This Means for Brands
Expo West reinforced that protein remains one of the most powerful drivers in the natural products industry. The next phase appears to focus on pairing protein with fiber and delivering more balanced nutrition.
At the same time, brands are simplifying ingredient lists, revisiting traditional ingredients like tallow, leaning into whole food sweeteners, and improving the credibility of functional formulations.
Combined with the growth of non alcoholic beverages and clean energy ingredients like matcha, the industry appears to be moving toward products that deliver clear benefits with ingredients consumers recognize and trust.