As a long-time Expo East attendee, I was really disappointed when the East Coast show was discontinued. I had never been to Expo West mainly because it felt like too big of a travel commitment from East Coast to West Coast, but this year I decided to make the trip and I’m glad I did. With limited time there, my goal was to take it all in and get a finger on the pulse of some of the industry’s stand-out trends. Based on what I observed, here are the top seven trends from Natural Products Expo West.
Top Trends at Expo West 2025
Protein
Protein was a major highlight at Expo West this year, and it’s clear that brands are embracing it as an important macronutrient for muscle support, satiety, weight loss/management and overall wellness. As such, protein is taking center stage in more product formulations. Koia has stepped up its game, boosting its ready-to-drink shake to 32 grams of protein and introducing a new protein powder with 20 grams per serving and Chobani showcased a new yogurt line with 20 grams of protein per serving. Even brands that hadn’t previously focused on protein, like Cocojune and Honey Mama’s, have launched protein-packed lines. I even tried an unexpectedly delicious protein pretzel from Kindling, reflecting the growing demand for functional, nutrient-dense foods. Whether in beverages, snacks or dairy alternatives, high-protein innovation is proving to be more than just a trend—it’s a shift in how consumers approach nutrition.
Functional Beverages
Functional and wellness beverages took center stage at Expo West, proving that consumers are increasingly looking for more than just hydration—they want added benefits. From naturally flavored sparkling waters, with Topo Chico and LaCroix continuing to be crowd favorites, to innovative energy-boosting drinks like Gorgie, the category showcased a growing demand for drinks that do more. Protein-infused waters, such as Protein2O, catered to fitness enthusiasts seeking convenient nutrition, while prebiotic sodas like Daytrip emphasized gut health and digestion. Other standouts included Poppi and Olipop, leading the charge in the soda-alternative space, as well as adaptogenic and nootropic beverages like Kin Euphorics and Moment, designed to enhance relaxation and focus. The takeaway? Wellness is no longer just about what we eat—it’s about what we drink, too.
Seed Oil Replacements
As consumers become more conscious of ingredient sourcing and health impacts, the movement to ditch seed oils is gaining momentum—and brands at Expo West are taking note. Many are swapping out traditional seed oils for healthier, high-quality alternatives like avocado oil, olive oil and even coconut oil. Root Foods has reformulated its veggie chips to use avocado oil, joining the ranks of brands like Siete, which has long championed avocado oil in its tortilla chips, and Primal Kitchen, a pioneer in avocado oil-based condiments and dressings. Meanwhile, Graza is elevating everyday cooking with high-quality extra virgin olive oil, proving that better-for-you fats are here to stay. The shift away from seed oils isn’t just a passing trend—it’s a movement reshaping packaged foods for the long haul.
Brain Health
Brain-boosting ingredients took the spotlight at Expo West this year, with nootropics and cognitive-supporting compounds making their way into a variety of products. Brands are tapping into the growing consumer interest in mental clarity, focus and long-term brain health by formulating snacks and beverages that boast functional ingredients like adaptogens, omega-3s and medicinal mushrooms. Polka Dot is infusing nootropics into chocolates, beverages and bars, while Mosh Bar—a protein- and fiber-rich snack bar—packs more than six brain-supporting ingredients into each bar. Other brands, like Four Sigmatic and Kin Euphorics, continue to champion cognitive wellness with blends of lion’s mane, ashwagandha and L-theanine. The message is clear: brain health is becoming just as much a part of the wellness conversation as gut health and immunity.
Drink Powders and Hydration
Water-enhancing drink powders were another standout trend at Expo West, reflecting the growing demand for convenient, functional hydration and nutrition. Greens and superfood blends like Bloom continue to gain traction, making it easier for consumers to pack in nutrients on the go. Gatorade stepped into the wellness space with a hydration-boosting powder, while Roar made waves with its electrolyte-packed formulas designed for replenishment and performance. Other notable players, like LMNT and Liquid I.V., further underscored the category’s expansion, proving that hydration is no longer just about drinking water—it’s about optimizing it.
Women’s Health
Women’s health took center stage at Expo West, with brands formulating products specifically designed to support hormonal balance, cycle health and overall well-being. From functional beverages to targeted supplements, the industry is recognizing the need for products tailored to women’s unique nutritional needs. Brands like De Lune and showcased hormone-supporting blends packed with adaptogens and vitamins, while supplements like Needed focused on fertility, pregnancy and postpartum wellness. Even the snack and beverage categories are embracing this movement, with companies like Mixhers and Flo incorporating ingredients like magnesium, mace and B vitamins to help support mood, energy and cycle regulation. The rise of women’s health-focused innovation signals a larger shift and growing conversation toward personalized wellness—one that’s long overdue.
Sustainability & Agriculture
Sustainability was a driving force at Expo West, with brands doubling down on regenerative agriculture, eco-friendly packaging and ethical sourcing. As consumers demand greater transparency and accountability, companies are rethinking how food is grown, produced and distributed. Regenerative farming practices took the spotlight, with brands like Alexandre Family Farm and Force of Nature championing soil health and biodiversity. Upcycled ingredients also gained traction, with companies like ReGrained and RIND reducing food waste by repurposing overlooked parts of fruits and grains. Meanwhile, packaging innovation continues to evolve, with brands like Alter Eco and GoodSam embracing compostable and plastic-free solutions. The message is clear: sustainability isn’t just a buzzword—it’s a necessary shift reshaping the future of food and agriculture.
The show is vast, and there was no way to cover everything, so I’m sure I missed some exciting Expo West top trends—but that’s part of what makes the show so special. Every year, it continues to evolve, bringing fresh innovations, emerging brands, and new conversations to the forefront of the wellness space. From functional beverages to women’s health, sustainability, and beyond, the energy and creativity on display were truly inspiring. I can’t wait to see how these trends grow and what new innovations we’ll be talking about next year!
Read my past Natural Products Expo East Round ups
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