What’s Trending in Naturals


I am still energized and enthused by all the “newness” on the show floor at the recent Natural Product Expo in Baltimore, September 18-20.  Only recently, my excitement is not about new trends developing, since there wasn’t much of that. My excitement is rather about the new developments and movement in some of my favorite things currently trending. 

New Source for Water
Who knew the water category could get even more competitive? Coconut water has reached a plateau and there are new water sources to watch out for, mainly cactus water. The belle of the show was definitely True Nopal Cactus Water. It has half the calories and half the sugar of the leading coconut water and tastes delicious with an unbeatable antioxidant profile. I also met a company that does water tasting and it seems that water will become the new wine as more people, including top chefs, pair their water with foods. Water has become a culinary delight, with the pros using certain waters to perfect certain dishes, and differentiating their flavors by the water they use in their recipes. Think New York bagels on steroids.

Other sources make for tasty water infusion including Drinkware by the Perfect Snaque. Loading water with fruits, vegetables and herbs charges it with vitamins and makes it go down smoother.

Paleo Players
You are probably starting to hear more and more propaganda about the Paleo diet. Get used to it. Caveman staples obviously stand the test of time. Raw Food Central offers a more flavorful take on raw kale chips, onion rings and flax crackers. For an authentic Paleo experience, there are TigerNuts from True Roots, an ancient trusted prebiotic. Chosen Foods also offers a unique line of unique superfoods that fit right in to the Paleo lifestyle.  

Soak Up the Salt
Salt baths, gargling, neti pots, ocean air and other salty solutions have been known to support wellness for decades. More people are turning to salt for its antibacterial and antinflammetory benefits. Salty products included Neilmed Pharmaceuticals nasal irrigations systems and Salt Squip’s Himalayan Salt Packets. 

Mom Knows Best
I was so proud to see all the “mom” brands on the show floor. Some of the best products were developed by mothers who want better for their children. Ginny Cardenas was no exception when she developed Scotch Naturals non-toxic nail polish, as an extension of the HopScotch nail polish she created for her own familyAgainst the Grain artisan bread that is gluten-free was created by parents for their autistic son.   Same for Clean, Lean and Savvy popcorn, pretzels and bars made by health coach and nutrition expert Suzie Carpenter to help her own daughter. 

Keeping Good Bugs Happy
The struggle is still on to get the right balance of bacteria for healthy digestion, blood pressure and cardiovascular system. BioK+ does an excellent job of getting the most active live cultures (50 billion) into a serving without diluting it.

Naturally Sexy
Everything is getting more natural, including aphrodisiacs. Companies like Good Clean Love make sex healthier and easier on the environment. 

Chemo Support
In 2011, there were an estimated 13,397,159 people living with cancer in the United States. The number continues to go up and so do the survivors. Natural products are being developed every day to help with prevention, early detection and also to help alleviate and heal the side effects of chemotherapy. 

The Next Kale
Mushrooms! For you, for your dog, for your horse…There is a medical mushroom for just about anything that ails you. Mi-Matrix makes it easy to mix mushrooms into your everyday diet.

A few things to watch out for: There is a also a big difference between convenient healthy foods and healthy food made simple and convenient. Many companies are trying to capitalize on people trying to be healthier, without the promise of food that actually is, so buyer beware. WF

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Nancy Trent is a writer and speaker, a lifelong health advocate, a globe-trotting 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 world 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.

Posted October 15, 2014



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