What a week at Expo West! Out of the many booths and samples our team were able to see and taste, there were a few trends we noticed that we might start seeing more in 2025.
Top Trends Spotted at Expo West 2024!
Other title suggestion: Expo West 2024: Top Wellness Trends Spotted
As we stroll through the buzzing aisles of Expo West, it's clear that the health and wellness scene is alive with excitement and innovation! From seasoned pros to fresh faces, everyone's getting in on the action, showcasing new twists on old favorites and exciting glimpses into the future of wellness.
So, what's the scoop? Let's dive into the juiciest trends and coolest takeaways from this year's Expo West extravaganza!
.png%3Ftable%3Dblock%26id%3D2021eb18-f0cf-480a-91c3-c993a356766b%26cache%3Dv2)
Trends and Takeaways from Expo West 2024:
- Bar Boom: The bar market is booming at Expo West, with a myriad of options catering to diverse nutritional needs and emerging trends. While classic favorites like Perfect Bar still hold sway, newcomers with innovative nutritional breakdowns promise exciting flavors and functionalities.
- Protein Proliferation: Protein is omnipresent, extending beyond conventional sources like shakes and bars to unexpected treats like protein soft pretzels. Despite its ubiquity, preferences lean towards natural protein forms such as Chomps meat sticks, prompting reflection on whether our diets truly lack this vital nutrient.
- Soda Evolution: Surprising everyone, the soda aisle continues to evolve with an array of functional beverages boasting prebiotics, probiotics, and adaptogens. Despite concerns about sugar content, the shift towards natural fruit sources like mango puree offers a refreshing twist.
- Hydration Nation: Prioritizing hydration has never been more crucial, with brands like Local Weather and Leisure leading the charge with electrolyte-rich offerings. For consumers like me, navigating pregnancy and breastfeeding, staying hydrated is paramount, making flavorful and nutrient-rich hydration beverages indispensable.
- Fiber Focus: Fiber supplementation takes center stage, with an influx of fiber powder products aiming to boost daily intake. As discussions around gut health and wellness intensify, the appeal of these supplements prompts reflection on our fiber needs and the potential benefits they offer.
.png%3Ftable%3Dblock%26id%3D34397f46-4c05-47cb-b581-8b866441eb7a%26cache%3Dv2)
- Snack Dilemma: While Expo West boasts an abundance of snacks, there's a noticeable gap between consumer preferences and available options. This disconnect presents an opportunity for innovation and diversification within the snacking category, inspiring brands to meet evolving consumer demands.
- Non-Alcoholic Revolution: Non-alcoholic beverages carve out their own niche, reflecting a growing consumer trend towards mindful drinking. With an emphasis on flavor and functionality, these alternatives cater to individuals seeking healthier beverage options without compromising on taste.
- Super Water Sensation: Super water emerges as a standout trend, offering hydration fortified with a myriad of beneficial ingredients. This fusion of hydration and functional benefits reflects consumers' desire for multi-dimensional beverages that support overall wellness.
- Gut Health Goes Mainstream: The spotlight on gut health intensifies, with a paradigm shift towards viewing food as medicine. Brands are leveraging this trend by incorporating gut-friendly ingredients and highlighting the connection between diet and overall well-being.
- Gummy Craze: Traditional snacks, drinks, and even alcohol undergo a gummy transformation, tapping into nostalgia and convenience. This playful twist on familiar favorites offers a novel way to enjoy beloved treats while capitalizing on the gummy craze sweeping the market.
.png%3Ftable%3Dblock%26id%3Dab8033f1-4a4f-4bd2-8f61-58afe9d22a5e%26cache%3Dv2)
As we wrap up Expo West 2024, it's clear that the health and wellness world is buzzing with energy and excitement! From snacks that pack a protein punch to treats that are friendly to our guts, this expo has shown just how committed the industry is to keeping things fresh and fun for us all.
As we say goodbye to another year of awesome discoveries and endless inspiration, we can't help but look ahead with big smiles and high hopes. Here's to the trends that'll light up our future, leading us towards a tomorrow that's full of vitality and joy!
Also thanks to the notes from our friends: Rachel Mansfield, Morgan Drummond and Steph Peng.
.png%3Ftable%3Dblock%26id%3Dc05d2dfe-24bf-4c72-8087-0135e56817c3%26cache%3Dv2)
Trends we discovered at Expo West 2024
- Bar Revolution:
Bars dominated the expo floor, reflecting a surge in options catering to various dietary needs and trends. Traditional favorites collided with innovative newcomers boasting unique nutritional profiles.
- Functional Beverages:
The soda aisle showcased a plethora of functional alternatives, including sparkling beverages enriched with prebiotics, probiotics, and adaptogens. Despite concerns about sugar content, the use of fruit sources like mango puree, and honey offered a healthier twist to traditional sodas.
- Rise of Non-Alcoholic Beverages:
Non-alcoholic beverages has their own section at Expo West for the first time, offering flavorful alternatives for mindful consumers seeking a break from conventional options.
- Fiber Focus:
Attendees witnessed a surge in fiber supplementation, with an array of powders aimed at enhancing daily intake. This trend underscored a growing awareness of gut health and the importance of fiber in our diets.
- Gummies and Sweet Innovations:
Traditional snacks and drinks received a playful makeover, transforming into gummy iterations, reflecting the ongoing trend of nostalgia and innovation. Notably, this trend also offered benefits such as saving storage space and shipping costs.
- Protein Proliferation:
Protein took center stage, appearing in unexpected products like soft pretzels, ramen, and pasta (from lupini beans!). While the protein craze continues, preferences leaned towards natural sources such as Chomps meat sticks, prompting discussions on protein consumption habits and personal preferences.
- Health Conscious Offerings:
Specialized formulas targeting women's health, along with a focus on key life events like pregnancy and postpartum, underscored the industry's commitment to holistic well-being.
- Global Flavors:
Expo West embraced a global culinary adventure, inspiring products infused with exotic tastes and ingredients from around the world (like Japan, Turkey and Skandinavia). Additionally, indulgent treats and leveled-up baking mixes catered to consumers seeking both flavor and nutrition.
- Vegan and Plant-Based:
Innovations in plant-based cheese and fish boasting more accessible textures and flavors. Nut milks also experienced a surge in popularity, with diverse options ranging from apricot nut to corn and barley milk.
New Ingredient Stars
- Honey: Honey emerged as a star sweetener, infusing a variety of products from alcohol, coffee, to even soaps, captivating attendees with its versatility and natural sweetness.
- Seaweed: Seaweed gained recognition for its health benefits, appearing not only in snacks but also as an ingredient in beauty products like shampoo and hand cream.
As Expo West 2024 came to a close, these trends and ingredient innovations offer a glimpse into the dynamic landscape of health and wellness, signaling exciting opportunities for industry growth and consumer satisfaction.
While snacks abounded, there was a noticeable gap between consumer desires and available options, sparking conversations about innovation and diversification within the snacking category.