From March 4-7, the natural products industry took over the Anaheim Convention Center and surrounding hotels for Natural Products Expo West. Retailers, distributors, food service professionals, ingredient suppliers and many more gathered to discover the latest product offerings and research breakthroughs, as well as to participate in educational events, and to network with peers.

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We will be bringing you in-depth coverage in the coming weeks, with a focus on the top areas of interest at the show.

Without a doubt, the greatest buzz was surrounding glucagon-like peptide 1 (GLP-1). 

There is a huge opportunity here. On March 4, the Global Prebiotics Association (GPA) hosted its Prebiotics Symposium, offering an in-person deep dive into the future of prebiotics, microbiome science, and industry trends. As microbiome researcher Noah Voreades told attendees during his talk on the impact of GLP-1 innovations reshaping industries, GLP-1 medications are experiencing “unicorn-level growth.” He added, “Consumers are adopting them at probably one of fastest ever rates for a pharmaceutical.”

For formulators and marketers looking to serve this consumer, Voreades suggested considering: “What pain points do they need solved?” In terms of how GLP use will reshape CPG demand, Voreades pointed to data showing more than 90% of GLP users are interested in foods created specifically for them to support their needs. These consumers are open to premium, science-backed ingredients, along with support for digestive health, muscle health, and hydration. 

Several of the branded ingredient suppliers that we spoke with on the show floor were discussing their innovative options for supporting users of GLP-1 medications, along with the research backing their branded ingredients. We also met with several brands that are positioning their products as support for those taking GLP-1 medications, and we expect to see more exploring this market in the future. We will bring you details, and you can also check out Weighing the GLP-1 Effect on Weight Management from our March 2025 issue.

As Voreades advised, “Attach your innovation to a category having mega growth…riding the wave is easier than creating it.”

Other "waves" we spotted at Expo West include:

Women’s wellness. 

This is also the focus of our latest Naturally Informed virtual conference, held in March. After decades of being under-served and under-researched, the category is booming thanks to cutting-edge science, innovation, and the leadership of women advocating for change. Get the latest science and insights on demand at NaturallyInformed.net.

Active aging.

There was a strong focus on healthy aging and the concept of healthspan at the show. See The Evolution of Active Aging for some of the latest in this $40.49 billion space.

Innovation is back.

After a lull following COVID-19, innovation is everywhere. We have so many new products to let you know about, and we will be doing that in the new products section of the print magazine as well as online. See 15 Innovations and Offerings in Natural & Organic for some of the latest. And of course, we are celebrating last year’s innovators as well as the perennial favorites in this issue—see the winners of our annual Natural Choice Awards!