Everyone Wants To Be Natural


    Consumer demand for natural has made natural products even better than their conventional alternatives. There were some great newcomers and even more sophisticated staples on the show floor of the Natural Products Expo East Sept. 22–24 at the Baltimore Convention Center.

    Here is a snapshot of what’s new and a sneak peak at what’s next. Following are trends I saw at the show.

    Naturals Keep Getting Better
    Guided by nature, DeVita Natural Skin Care and Color Cosmetics has created science-driven, vegan, certified organic skin care, mineral makeup, and baby care lines.  Winner of the 2016 Better Nutrition Best of Natural Beauty Award, DeVita is free from parabens, GMOs and toxins, is gluten sensitive safe, and synthetic fragrance free, as well as being eco-chic, eco-friendly!

    No Bull Burgers literally and figuratively are free of bull and taste better than other meat and meat-free burgers.

    If you take vitamin C daily, and you should, you probably taste the sugar that disguises the flavor. EnerC is clean, tastes great and is effective.

    Get Smart about Going Vegan
    Vega made headlines for giving vegans a clean, mean protein they can trust and one of the most talked about sales the industry has experienced. Now, Vegan Smart is taking vegan eating beyond the vegan community.

    Naturals Get Sophisticated
    There was a time not too long ago when wine menus were as simple as red or white. It’s hard to believe how complex the decision is to order a bottle of wine now. I expect the same to start happening for products like kombucha and seaweed as taste buds develop and varietals are made more available. Buchi Craft Brewed Kombucha and Vitamin Seas Seaweed are examples of brands expanding our knowledge and options.

    Sweet Waters
    There are many natural ways to sweeten water.  The latest are honey-infused waters from Honey Drop, which feature honey from various regions.

    Nutrition Made Easier To Understand
    It’s getting easier to understand what your body needs and how to fuel it. With NUD Nutrition, you can show off your health goals with clean, quality, stackable vitamins personalized to your own health objectives.

    All You Add Is Water
    Science, nature and nutrition collide with these “add-water” products. Better Body Foods has a new water-activated peanut butter. SPR-Field offers a water-activated monk fruit, which is an all-natural sweetener that dissolves faster than sugar.

    Bar Explosion
    Nutrition bars, the most relied on food category in naturals, just keep getting more fortified. D’s Naturals No Cow Bars (lemon meringue is my favorite) and Mediterra Savory Bars are new ranges to try. And I was very happy to see so many snacks and bars fortified with Montmorency Cherries.

    What Will They Put in Water Next?
    Water is one of the most exciting categories in naturals. You just never know what’s going to happen next. Verday water features chlorophyll water while Valvis water from Romania boasts about its nitrogen.

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    Nancy Trent is a writer and speaker, a lifelong health advocate, a globe-troNancy Trenttting trend watcher and the founder and president of Trent & Company, a New York-based marketing communications firm. Trent & Company grew out of Nancy’s personal commitment to helping people live longer and healthier lives.  A former journalist for New York magazine, Nancy has written seven books on healthy lifestyles, serves on the editorial boards of several magazines and travels around the worc ld speaking at conferences and trade shows on trends in the marketplace. She is a recognized expert in PR with more than 30 years of experience creating and managing highly successful campaigns. Nancy can be reached at (212) 966-0024 or through e-mail at nancy@trentandcompany.com.  You may also visit www.trentandcompany.com.

    NOTE: WholeFoods Magazine does not endorse any specific brand or product. The opinions expressed in bylined articles are not necessarily those of the publisher.

    Posted on WholeFoods Magazine Online, 10/11/2016