12 Trends to Watch in 2023—As Seen at Natural Products Expo East

...and the brands that help meet the demand!

2023 trends in natural products markets

As we head into 2023, we are reminded of all the amazing trends and brands we saw at Natural Products Expo East this past September in Philadelphia, and how they are sure to shape 2023. We saw a lot of evolution in existing trends, and many new trends on the horizon. Hands down, the overarching trend of the show was sustainability. Read up on the latest in Natural Products Trend Forecast: Sustainability Rules in 2023.

There’s lots more on the horizon, too. Read on for more of what we spotted at Natural Products Expo East that is shaping the industry for 2023!

Globally Inspired Flavors

Thai tea, the mega-famous drink known for its bright color, sweet flavor, and use in Boba Teas, became a pantry must-have since Thaiwala released its shelf-stable concentrate, which is easy to store, easy to prepare, and perfect to enjoy hot or cold. Authentic Thaiwala brings the experience of drinking an artfully crafted tea that sources the perfect ingredients to honor Thailand’s recipe and packages it for a personal moment anyone can enjoy from the comfort of their couch.

Sanzo is the first Asian inspired sparkling water brand, bringing traditional Asian flavors with a modern taste to the U.S. market. Their sparkling water uses real fruit and has no added sugar. For some, these flavors are a taste of home; for others, they are a new source of discovery. Sanzo is excited to offer authentic flavors in the most delicious way. The gap in market between the modern, clean label of the new-age “American” brands and the preservative and sugar-laden labels of the legacy Asian brands is what inspired company founder Sandro Roco.

Afar Foods is breaking the mold of protein bar brands that think sugar = flavor. Featuring savory, global flavors and a crunchy texture, their protein bars will satisfy hunger and cravings with 90% less sugar than other bars. A multi-destination trip around the world, with all four tasty flavors in one box. Frequent flyer miles not included.

Marco Sweets & Spices is a culinary ice cream inspired by international cuisine. Perfect for entertaining, gifting, or devouring by yourself. Mouthwatering flavors like Aztec chocolate, Thai coco-lime, Turkish mocha allow you to experience other cultures form the comfort of your own home.

Inspired by its 10-year history as a Beijing street food restaurant, Mr. Bing Chili Crisp is an intensely flavorful, crispy condiment. Made with four peppers of complimentary heat, smokiness, fruitiness and umami-rich mushroom powder, and a crunchy punch of garlic and onion, it brings the flavor of Northern China home to elevate everyday meals with a burst of heat and just enough sweetness.

Miyoshi Oil & Fat Co. has been leading the Japanese market in all things oil and fat for over 100 years. Breaking into the U.S. market, there is now a product for every type of fat or oil need. They offer a wide range of versatile products that include food-based products like margarine, shortening, lard, powdered fats and oils and whipping cream but also industrial soaps, other industrial fats and oils, textile treatment agents, antifoaming agents and more.

Related: A Kaleidoscope of Color and Flavor — the Clean Label Way!

Foods with Function

Hazel the Health Nut from Oregon Orchards is sharing all of the benefits of hazelnuts from their versatility to their nutritional components like omega 6 and 9, high folate, vitamins B1 and E, and protein. Oregon Orchards provides the best quality hazelnut products like baking, candied and snacking hazelnuts along with extra virgin and refined hazelnut oil, brought to you by Hazelnut Growers of Oregon.

Nush Foods is a small-batch business baking low-carb snacks that contain clean ingredients and are grain-free, gluten-free, dairy-free, keto, and paleo! Nush helps get you off the sugar-and-carb roller coaster by satisfying your appetite with protein, fiber, and balanced fats. They are super quick and easy, just pop open the bag and enjoy one of the already made keto cakes.

Broma is focused on elevating the ordinary with wholesome, nutrient-packed ingredients. They use all the good, like cacao, lentils, almonds, and coconut sugar, and none of the bad. They believe functional foods can also be tasty. Their spreadable, creamy almond butters are a complete protein (almonds + lentils = perfect combination!) and contains all 9 essential amino acids that your body needs as well as micronutrients like fiber, iron and folate that people often miss in their diets.

Three Dads Superfood Popcorn is a hit with kids and adults. Made by, as the name implies, three dads who are committed to making nutritious quality snacks that you can be proud to serve your family. A whole grain that originated in the Americas, corn has been part of the human diet for around 9,000 years. Their corn is organic and comes from a family farm in California and is popped by air, not oil. While most popcorn is soaked in oil and popped in a kettle, they pop their corn using nothing more than hot air.

Brightfull is your superfood blend of essential vitamins that support memory and mental wellness. Cognitive decline begins 18 years before the first symptoms and Alzheimer’s clinical diagnosis. Brightfull BLEND delivers nutrients that help take care of memory.

The Power of Ayurveda

The Ayurveda Experience is the most recognized and trusted place for Ayurvedic products delivering safe, natural and effective products made of pure, potent herbs and ingredients in time-tested formulations, based on the 5000-year-old science of life. With a store in LA and more to come, you can experience the unique and original products and ingredients used in Ayurveda.

CANE’d is revolutionizing sugarcane juice among cultures and increasing awareness about its nutritional benefits. Their juice blends are 100% natural, Non-GMO Verified, have no added sugar and are fresh cold pressed to contain all the nutrients that are present in the raw fruits and vegetables. Their juice blends boost immune function and provide natural hydration. Their blends enhance the nutritional properties and flavors of sugarcane juice by pairing it with healthy fruits and Ayurvedic ingredients.

Related: Adaptogens: Helping us deal with the 2020s

Sober Curious

Three Spirit is a non-alcoholic beverage brand harnessing the power of plants to create functional beverages packed with benefits. Rooted in alchemy and focused on flavor, the Three Spirit team brings complexity and depth to alternative spirits and wine in a way that hasn’t been seen before. Whether you need to boost your mood or unwind, Three Spirit has a drink for everyone, whether you are totally sober, trying to cut back, or just want to mix things up.

AVEC is flavor-forward and perfectly balanced, taking the guesswork out of making a delicious drink, whether you mix them with spirit-free liquors or full-proof spirits. Their light effervescence makes them a pleasure to sip solo, too.  Avec means ‘with’ in French. Because ‘with’ is what this is all about. These beverages are made specifically to be mixed with. Born from the belief that mixers should be healthier, tastier and real. Made for the moments, places, and people you feel your best with.

Cheers is a brand of products designed to help you feel better the day after drinking alcohol. They are dedicated to fun, responsible, and health-conscious alcohol consumption. Their products are designed to keep you healthy, whether you drink a little, a lot, or not at all.

Ritual Zero Proof is the zero-calorie liquor replacement meaning zero alcohol and zero regrets. Simply replace traditional spirits like tequila, vodka, gin, etc. with Ritual to make a non-alcoholic version, or swap out half the hard stuff for a low abv version. Whether yo are dieting, driving, training, making a baby, taking a break, staying up late, getting up early, or just don’t want to, Ritual has you covered.

Related: Natural Grocers Announces Top Trends for 2023

Elevated Beverages

Straight from the earth to you, the mountain spring water in Chlorophyll Water is bottled at the source, a preserved natural resource deep in the Pennsylvania mountains protected from all elements by a 1,500-acre forest. Chlorophyll is a vital plant pigment that can assist in promoting healthy alkaline pH levels, oxygenating the body, boosting energy levels, detoxifying the body, providing a source of vitamin A, C and D, and so much more.

Twrl Milk Tea is the better-for-you milk tea latte (aka tea latte or boba tea) that’s ready to enjoy anytime, anywhere! Using ethically sourced organic tea, plant-based milk and low-glycemic sugars, their passion is creating a delicious, guilt-free treat! This organic fair-trade, nitro infused tea uses pea milk for its low sugar and carb content and can be enjoyed hot or cold.

Welcome to the Rubyverse, a flavorful world of less sugar with Ruby, a line of organic, unsweetened, 0 calorie, delicious, refreshing, magical, amazing, spectral red hibiscus water, available in sparkling or still. Brewed the right way, hibiscus tastes like dried cherries–nice & tart (and a little sweet). It will wake your taste buds up and take them on a wonderful trip.

URJA is the first premium pink coconut water in the market. It comes straight from the source, cold crafted and 100% pure, that is why their coconut water is always pink. It’s the mother’s seal of freshness, from Kerala, the land of coconuts.

Morning Wood Bloody Mary Mix is a premium craft bloody mary mix made in West Des Moines, Iowa. As bloody mary lovers, they found it hard to find the perfect mix. That inspired them to create Morning Wood Bloody Mary. Unlike they competition, they value serving a premium product that is free from artificial coloring, adulterants, and impurities. They aim to be a nationally recognized brand with a grasp of several large markets.

Nourish Cold Pressed Juices are pressed at their farmhouse kitchen facility in Kennett Square, PA using the professional grade Goodnature X-1 juicer. They understand a good juice starts with good agriculture, and that quality organic ingredients make the best tasting juices. Supporting local farmers and small businesses is a part of their mission and lifestyle, but they take it a step further: Nourish is USDA Certified Organic, Non-GMO, and the only Certified B Corp cold pressed juice company in the United States.

Fresh Takes on Childhood Favorites

Your favorite pizza bagels and pizza rolls are reimagined by Snow Days. Organic pizza bites loaded with vegetables, grass-fed mozzarella and 10g of protein, these delicious and healthy eats are made with organic ingredients and zero empty calories. They took all the unnatural things out of pizza bites and replaced them with organic, grain-free ingredients so you can finally feel free to enjoy what you love.

Chubby Snacks is updating the traditional peanut butter and jelly sandwich, so you never have to decide between nutritious and delicious. They take tasty convenience to the next level with nostalgic flavors and healthy ingredients. So yeah, your mom might’ve made a good PB&J, but they make the best. Now, the only question is…are you a grape or a strawberry person?

Mompops was founded by the mother and son team of Sandra and Issa Ostrander, with the goal of creating a healthy treat that everyone can enjoy. The ice-pop is an American classic dating back to 1905. It’s a treat that generates a smile and brings to mind fun and carefree times. They wanted to recreate that feeling with a healthy twist, so they made all natural pops that are plant-based, kosher, free of the top 8 allergens, use real fruits and never any concentrates and no added cane sugar.

Meet your new healthy soda, Super Natural, that actually tastes like soda. A soda with zero sugar, zero calories and nothing artificial. Coming in nostalgic flavors of the sodas you grew up with like Cola, Lemon-Lime, Baja Best and Dr. Best. It is your classic full-bodied soda, just without any of the stuff that destroys your health.

Better-For-You Snacking

Artisan Tropic is a family business making wholesome Plantain and Cassava snacks to improve the quality of life for their customers, employees, and their families. After the Guzman family moved to Charlotte, NC, Maca was diagnosed with autoimmunity. The Guzmans exhausted medical options and ended up trying a holistic approach. They became passionate about food and nutrition and used that passion as the vision for starting a healthy snack brand called Artisan Tropic.

Freestyle Snacks brings together high quality, flavorful olives grown in Greece with convenient, liquid-free pouch packaging. The brand aims to unleash the freedom to snack with a delicious, healthy, and seamless way to satisfy any savory craving. The snack is low calorie, plant based, sugar-free, and filled with heart healthy fats. The product will initially be available in three flavors: Kalamata Olives Extra Virgin Olive Oil, Green Olives Lemon Garlic, and Green Olives Hot & Spicy.

Chickease snackable chickpeas are a tasty, healthy, 100% natural chickpea snack that is packed with flavor and is perfectly packable (and snackable). Never dry, on-the-fly, easy peasy, all for meezy! They’re the perfect plant-based pick-me-up on the go, with no refrigeration, no preservatives, no worries. A savory source of protein and nutrients, cooked from scratch and bursting with Mediterranean flavors. Snack fresh and healthy anywhere, anytime.

A light, airy and crisp popcorn bar packed full of savory tastiness, Wowza is a gluten-free snack with no preservatives. With three flavors to choose from (caramel, chocolate and blueberry), you’ll surely find a Wowza in every bite.

France knows a thing or two about decadent desserts, and Petit Pot offers all of that delicious tradition in a convenient, petite jar. This delightful dessert is naturally gluten free and made with the best organic, local ingredients. With reusable jars and sustainable packaging, Petit Pot is a treat you can feel good about enjoying.

Innovations in Animal Products

BUF Creamery is committed to making 100% grass fed, free-range, award-winning cheese. Inspiration came while riding a horse through their farms. As they watched the bufalas grazing on fourth-generation farms in Colombia, they thought why not make mozzarella di bufala? At BUF, their attention to detail has allowed them to create the exquisite taste of their cheese. They are committed to crafting delicious, healthy and responsible cheeses all from the milk of free ranging & grass-fed water buffalo.

Fourth-generation butcher, Cara Nicoletti, grew up working at her family’s butcher shop outside of Boston. Seemore came to life after she started to explore ways to get her customers to consume less meat. The answer? Sausages. These sausages are making an impact by offsetting carbon emissions, using humanely raised meat, up to 35% fresh veggies, using less meat, not going meatless to help you eat meat responsibly and adding more nutrients and less calories.

Tired of settling for bland, boring food for herself and her family due to their food allergies, Ashley Kohn set out to develop the best tasting beef jerky, Prevail Jerky. It is free of allergens and additives and made with real, clean ingredients to show that healthy food can be delicious. Using 100% grass-fed and free-range turkey, Prevail is available in 5 crave worthy flavors.

Sips with Prebiotics & Probiotics

A boost, a breath of fresh air, a bio-benefit…that’s Better Booch. The fermented tea isn’t just an ancient tradition or immune supporting tonic, it’s good enough to make you say mmm, and refreshing enough to make you go ahhhh. It’s a drink that makes sense just about anywhere you take it; have it with your people or enjoy it just for you. So, crack open a cold one–with cred.

From the makers of Mother’s Kombucha comes Agua Bucha, a sparkling water infused with kombucha. Which means you’re getting a crisp, refreshing bubbly beverage with the added benefits of B vitamins and organic acids. Best of all, it’s low in calories and sugar, all organic, and easy to enjoy. Just a delicately flavored sparkling water with lots to love and nothing to hide.

Wild Wonder is the world’s first sparkling prebiotic and probiotic beverage for gut health. The flavors are inspired by heritage and taste like a California produce stand. Wild Wonder combines the two crucial components for a healthy gut – live probiotics and prebiotic fiber, supported by functional herbs and luscious fruits for a delicious and holistic approach to gut health.

GoodBelly is probiotic juice that uses the probiotic strain called Lactobacillus plantarum 299v (LP299V®), a probiotic that has over two decades of demonstrated safe and effective use and has been subject to over 60 human clinical trials. GoodBelly chose this scientifically backed strain from the very start because it has been shown to be one of the most effective probiotics on the market supporting digestive health, which is where overall health begins.

Related: Supplements for a Happy, Healthy Gut

Gut-Friendly Fare

Bonafide Provisions was created by a mom and Clinical Nutritionist who used a whole food approach as the cornerstone of her nutritional practice because food has the power to change lives. They promise to make their products the same way you would in your own kitchen (NO shortcuts, NO funky ingredients, ever). They use only the highest-quality, certified organic ingredients to deliver wellness-promoting foods that are made from the cleanest ingredients and taste like homemade (if not better!).

Bone Brewhouse has mastered the timeless tradition of slow-simmered, delicious bone broth. And now, whether you’re on the go, or at home preparing your favorite recipe, you can enjoy nutrient-rich, bone broths to nourish your body, inside and out. Bone Brewhouse allows you to make wellness a delicious daily routine in an instant with their easy-to-digest and gut-friendly, deliciously sippable, instant bone broths.

Not everything that is low FODMAP is actually good for your health. That’s why Gourmend Foods is committed to bringing you whole, clean, low FODMAP essentials free of all fillers, additives and preservatives. Only real food to help you lead a healthier life. They are on a mission to make low-FODMAP foods more flavorful and healthier and are committed to finding ways for everyone to enjoy cooking and eating delicious meals.

Dalci gut-healthy brownies and blondies are made with organic, non-GMO fair trade dark chocolate, almond butter and avocado oil. Every brownie is crafted with premium gut-healthy ingredients that are ethically sourced and organic so you can indulge what you crave, happily (and free of stomach bloat or side effects). Now you can enjoy clean desserts that actually taste good and are actually clean.

Related: The Scoop on the Free-From Food Category

Chef Curated Culinary Experiences

Founded in 2002, Sticky Fingers is your home for 100% plant-based delicious treats. They offer Bake-It-Yourself and Decorate-It-Yourself kits as well as Ready-To-Eat cookies, brownies, cupcakes, and more. And it all ships nationwide, because they believe everyone deserves access to plant-based sweets. They are located in Washington, D.C., so if you’re in town, visit them for even more plant-based goodies.

Washington D.C. natives might also recognize Laoban Dumplings from Union Market. They are now available in the freezer section to be enjoyed anywhere. Laoban has taken the classic Chinese dumplings and reimagined them in a modern way. They are coming up with fun new combinations, trying to keep things fresh and fun, but still trying to maintain that authenticity.

From NYC to events around the country, and now at home in your freezer, Big Mozz brings the best tasting mozzarella sticks to you. Often called the world’s tastiest, cheesiest, and authentically crafted mozzarella sticks. Your tastebuds won’t know what hit ‘em. Freezer to oven (or air fryer) yummy goodness in minutes. The best party food ever, made from the best ingredients they can find.

This Little Goat is Chef Stephanie Izard’s brand of sauces, spices, and everything crunch inspired by flavors from her award-winning restaurants. When your everyday meals could use a little something, This Little Goat has a sauce, spice mix, or crunchy topping for the job. It’s time to spice up your salads, snazzify your soups, and just generally up your meal game, because This Little Goat goes on anything.

Greener HABA & Home Goods

The Unscented Company was born from the belief that clean doesn’t have to smell like lemons, berries, oranges or mountain forest. The company believes clean can simply smell fresh and that we would all be better for it. They have expanded wellness beyond the traditional spectrum. They believe that healthier home and body care products can make a difference. That’s why they created effective unscented home and body care smartly designed for conscious living. Because healthy households make for a healthier world.

MomRemedy is a family friendly Everything Household Cleaner and Stain Remover that is hydrogen-peroxide based and naturally scented with citrus. The cleaning collection can safely be used for cleaning throughout your entire home. This line allows you to reduce the need for multiple cleaning products with one powerful Hydrogen Peroxide based cleaner. Have peace of mind knowing your cleaning products are safe for the whole family, yet effective enough to clean up the messes of each member.

Epsom-It is your Epsom salt soak without the tub. Their unique natural formula of concentrated pure Epsom salt fortified with Arnica aids in muscle cramps and nerve pain. Epsom-It is a concentrated Epsom salt lotion that is 5x more concentrated than a bath, because honestly, who has time to soak everything pain strikes?

STOKES Firestarters is the easiest and most effective fire starter, made from all-natural recycled materials, allowing you to start your fireplace, wood stove, charcoal grill, or campfire without the use of harmful accelerants.

As the industry pioneer in ear health, Wally’s Natural is aware of how important it is to take care of oneself. More than three decades ago, a family’s quest to find a solution for their young son’s ear problems evolved into a mission to provide families everywhere with the best ear products. Their wellness tools help to ensure healthier ear canals and a happier life. Wally’s Natural candling offers a euphoric experience that soothes, calms, and relaxes. Their organic oil comforts and cleans, and the scrub is designed for children to clean their ears with ease.

Nature’s Fusions was founded in 2009 by brothers David and CJ Peterson. What began as a small essential oil distribution company for family and friends, quickly grew to what it is today: a leading provider of 100% pure, natural, and authentic essential oils and other all-natural products. Whether you’re new to essential oils or a seasoned aficionado, they’re here to assist you on your journey towards optimal wellness.

More to come at Natural Products Expo West 2023

It is hard to believe that this is just a handful of the trends and brands we noticed. An honorable mention we saw was seed paper. Seed paper is paper made embedded with seeds. After using the paper, it can be planted directly into soil, which can then grow into live plants. Many brands did this with their businesses card, Freestyle Snacks being one of them.

We are expecting to see these trends be a big part of 2023 and shape the naturals product. Natural Products Expo West will occur in Anaheim, CA from March 7 – 11, 2023. These trends along with many others are sure to be on display.

For more trends, read the latest from trendspotter Nancy Trent