The recent Natural Products Expo West at California's Anaheim Convention Center radiated with ingenuity, excellence, and optimism, enlightening consumers on the possibilities of a new and improved health-conscious world. From March 12 to March 16, pioneers, entrepreneurs, and enthusiasts were drawn together from around the globe. This annual extravaganza, renowned as the world's largest natural, organic, and healthy products event, showcased the latest advancements, trends, and breakthroughs shaping the future of conscious consumerism. It also had beloved legacy brands.

Once a gathering of "hippie brands" promoting health and sustainability, the Natural Products Expo has undergone a remarkable evolution mirroring the transformation of natural foods in American culture. In its early days, the Expo was a vibrant tapestry of grassroots entrepreneurs, offering products that were often seen as niche or alternative. These brands gained traction as mainstream America began to embrace health-conscious living, propelling them into unprecedented success. As natural and organic lifestyles gained momentum, these once niche products became increasingly popular, leading to a wave of acquisitions by major corporations eager to tap into the burgeoning market. The success stories of these pioneering brands, born from countercultural movements, captivated not only consumers but also investors and industry giants. Over time, the landscape of the Natural Products Expo has shifted dramatically. What was once a gathering of idealistic visionaries has become a magnet for investors, bankers, and corporate interests. The show transformed into a sleek and sophisticated affair, attracting not only those invested in the ethos of natural living but also the allure of financial opportunity.

As attendees streamed into the vibrant halls of the convention center, they embarked on a journey that transcended mere commerce. Expo West 2024 was more than just a trade show; it was a convergence of like-minded individuals committed to fostering a healthier planet and a brighter tomorrow. From groundbreaking eco-friendly packaging solutions to plant-based innovations revolutionizing the culinary landscape, every corner of the expo pulsated with the energy of progress and possibility.

Against the backdrop of escalating environmental concerns and a growing demand for ethical consumption, Expo West 2024 served as a crucible for transformative ideas and practices. It provided a platform for companies to showcase their commitment to sustainability, social responsibility, and holistic well-being, inspiring attendees to rethink their choices and embrace a more conscious lifestyle.

This year, Expo West reached its tipping point, marking it as the best the industry has ever seen.

The show floor was packed with exhibitors, ranging from established industry giants to nimble startups, each vying for attention with their innovative products and solutions. The palpable energy was infectious, igniting conversations and collaborations aimed at driving positive change on a global scale.

One of the standout themes of Expo West 2024 was the rise of regenerative agriculture. With increasing awareness of the environmental impact of conventional farming practices, consumers and businesses alike are embracing regenerative agriculture as a solution to replenish soil health, sequester carbon, and promote biodiversity. From regenerative organic certification programs to innovative farming techniques, Expo West showcased a multitude of initiatives aimed at restoring the health of our planet.

Chief Strategic Officer of Cyanotech & Nutrex Hawaii, Collette Kakuk, shared in this perspective, “The growing emphasis on regenerative and sustainable farming practices at NPEW resonated deeply with us, reflecting our deep commitment to responsible and sustainable cultivation of Hawaiian microalgae for 40 years. Producing natural ingredients is both a privilege and a great responsibility, and it is heartening to witness increasing consumer demand—and corporate response—for environmental stewardship.”

In addition to regenerative agriculture, zero-waste initiatives took center stage at Expo West 2024. With plastic pollution reaching alarming levels and landfills overflowing, companies are stepping up to the challenge of reducing waste throughout the supply chain. From compostable packaging solutions to circular economy models, Expo West showcased a plethora of innovative approaches to minimize waste and create a more sustainable future.

Another notable trend at Expo West 2024 was the continued expansion of plant-based alternatives. With growing concerns about the environmental and ethical implications of animal agriculture, consumers are increasingly turning to plant-based options for their protein needs. Expo West featured an array of plant-based products, from meat substitutes to dairy alternatives, catering to the evolving tastes and preferences of health-conscious consumers.

Here is a synopsis of brands we saw at Expo West that capture top trends.

Snacks that Pack a Punch 

Everyone is looking for snacks that not only satisfy cravings, but also pack a nutritional punch. 

Crisp Power offers a modern take on the classic pretzel-style snack. With a hefty 26 grams of plant-based protein and just 6 grams of net carbs, these snacks deliver a satisfying crunch while keeping energy levels soaring. Visitors to the booth couldn't stop raving about their delicious flavor and satisfying "mouth feel." Whether you're hitting the gym, tackling tasks at work, exploring the outdoors, or simply unwinding at home, Crisp Power has you covered.

Season Brand has been a stalwart in the canned seafood market for a century, bringing versatility, nutrition, and deliciousness to tables worldwide. This year, their SMASH diet (Season's Mackerel-Anchovies-Sardines-Herring) is causing a stir in the realm of healthy snacking. Packed with protein, these small fish are an ideal choice for those seeking high-octane nutrition. What sets SMASH apart is not just its protein power but also its low mercury levels, ensuring worry-free enjoyment. Mackerel, anchovies, sardines, and herring are not only tasty, but also rich in omega-3 fatty acids, vitamins, and minerals. Incorporating SMASH into your diet can help bolster heart health, brain function, and overall well-being. Plus, their compact size makes them perfect for on-the-go munching or as a protein-packed addition to meals. As the snack world continues to embrace protein trends, SMASH fish offer a wholesome and sustainable option that marries flavor with nutrition seamlessly.

Chum Bites are a hit with both kids and adults. These real fruit snacks boast natural fibers, plant proteins, and vitamins aplenty. What's more, 15% of their profits go to WildAid to aid in the protection of endangered species. With Chum Bites, you not only enjoy a tasty treat but also vote with your dollar by selecting the animal of your choice featured on the packaging.

Brass Roots is on a mission to provide healthy and delectable snacks while giving back to the community. Their snacks, crafted with Sacha Inchi seeds, offer protein, fiber, and Omega-3, all while being free from the top 9 allergens, catering to various dietary needs. With Brass Roots, you can snack guilt-free while supporting a noble cause.

Happy Wolf crafts simple, school-safe snacks. Their nutritious fridge-fresh snack bars are allergen-free and made with only organic, whole ingredients, including flavors like strawberry, apple cinnamon, chocolate banana, and chocolate chip.

Crepini's high protein, carb free egg wraps are a delicious, healthy, and nutritious replacement for high calorie wraps, tacos, breads, pitas pizzas and typical dessert and breakfast dishes

Michele’s Granola offers handmade snacks lovingly crafted in their Maryland kitchen. Their granola and nut butters feature pure blends of natural and clean ingredients. Beyond their delicious offerings, Michele’s Granola is committed to fostering a more equitable future through educational programs on agriculture and support for urban farmers, while also championing environmental sustainability through recycling and upcycling initiatives.

Frankie’s Organic Snacks strike the perfect balance between health and taste. Made with nutrient-rich ingredients, these snacks are gluten-free, 100% organic, and baked to perfection. Rooted in family tradition and a focus on healthy eating, Frankie’s Organic Snacks prove that snacking can indeed be guilt-free.

Barukas, founded by Darien Olien, introduces the world to the most nutrient-dense nut hailing from the Savannah "Cerrado" of Brazil. Packaged into delicious and nutritious nut snacks and butters, Barukas nuts are not only tasty but also sustainably sourced. Through their commitment to sustainable business practices, Barukas is actively supporting the preservation of this vital biome by planting millions of Baruzeita trees. Olien, with nearly two decades of experience as a Superfood hunter exploring the planet for exotic foods and medicinal plants, is the driving force behind Barukas. His endeavors extend beyond Barukas to include the creation of Shakeology, a product grossing over $4 billion in sales since 2008 for Beachbody, as well as authoring the New York Times bestseller SuperLife: The Five Fixes That Will Keep You Healthy, Fit and Eternally Awesome. Olien's influence also extends to his podcasts, "The Darin Olien Show" and "Fatal Conveniences," and his role as co-host of the Emmy Award-winning Netflix docu-series Down to Earth with Zac Efron. Through partnerships spanning various industries, Olien continues to spread the message of healthy living worldwide.

Regenerative, Biodiversity, and Carbon Farming: Nurturing the Planet 

Thousand Hills Lifetime Grazed sets the standard for regenerative, biodiversity, and carbon farming with their holistic approach to raising 100% grass-fed, pasture-raised beef. By eschewing hormones, antibiotics, grains, and GMOs, their beef offers nutrient density, fewer calories, and reduced bacteria, promoting heart health while supporting sustainable agriculture.

In the realm of sustainably sourced exotic ingredients, Big Tree Farms stands out with their sweet and sustainable coconut creations. Their unrefined, minimally processed coconut sugars, sauces, and marinades, derived from Nira, the nectar of coconut tree flowers, not only tantalize the palate but also prioritize environmental stewardship.

In sustainable sea trends Tonnino tuna and soon to be salmon use pole and line methods to ensure minimal impact on marine ecosystems while maintaining the highest standards of quality and taste. By steering clear of Fish Aggregating Devices (FADs), Tonnino further reduces the environmental footprint of its operations, promoting healthy oceans for generations to come.

Nutrex Hawaii's BioAstin brand harnesses the power of farm-grown astaxanthin microalgae to deliver nature's potent antioxidant. With a commitment to environmental responsibility, they recycle water, practice sustainable farming, and reduce their carbon footprint while promoting immunity, recovery, and overall health.

From the vibrant fields of Southern New Mexico, The Hatch Chile Company brings authentic, quality green chili peppers, jalapenos, enchilada sauces, and salsas to tables worldwide. Their dedication to local sourcing and traditional methods ensures flavor, variety, and sustainability.

The Run-A-Ton Group, a family company driven by a passion for baked and natural foods, offers better-tasting options for ingredient-conscious food lovers. Their natural and organic baked goods and allergy-friendly products cater to a growing demand for wholesome treats, demonstrating a commitment to both taste and sustainability in every bite.

Nahua Cacao is Costa Rica’s leading fine flavor cacao producer, gourmet chocolate supplier and specialty coffee curator with a social mission, supplying leading chocolatiers and cacao buyers around the world while also fostering sustainable farming practices. Grown in the fertile soil of Costa Rica, their single origina Trinitario cacao beans are nurtured to their full-bodied flavor potential through a meticulous post-harvest process.  

Plant Protein Evolution

Beverages Reach Far Beyond Hydration

When it comes to staying healthy and hydrated on the go, having the right beverages at your fingertips can make all the difference.

Super Coffee has become the go-to choice for busy individuals seeking a delicious, high-protein coffee fix without the added sugars. With just 80 calories, 3g of net carbs, and 10g of milk protein isolate, monk fruit, and MCT oil, it's a keto-friendly skinny latte option sustains energy levels throughout the day.

For those craving a refreshing smoothie on the fly, Smoodi offers a convenient solution. This innovative system requires no operator and can whip up a nutritious smoothie in less than 60 seconds. With zero food waste and recyclable packaging, Smoodi is as eco-friendly as it is nutritious and delicious.

For a probiotic boost, Forage Kombucha provides an authentic, naturally fermented beverage made from 100% tea. With wild flavors like pineapple, cinnamon, and tropical blends, each can is a unique and beautiful experience free from added extracts or artificial sweeteners.

Finally, for a vitamin-packed hydration boost, Ener-C by Pauling Labs delivers 24 essential vitamins and minerals, including 1,000mg of vitamin C and zinc. This low to no-sugar immunity boosting drink mix is designed for optimal bioavailability and absorption, making it an ideal choice for maintaining energy and hydration as well as immunity on the go. Whether you're rushing to a meeting or hitting the gym, these healthy beverages have you covered.

Mineral Water From the Earth

Nature Force Technologies AG is clean, and natural mineral water obtained in Birštonas, Lithuania, in the Regional Park of the Loops of the River Nemunas. Their water is full of nutrients with zero nitrates, including Vytautas, which has the highest content of minerals, Birute, which contains calcium, magnesium and potassium, and Akvile ice cubes. This brand helped me realize that over-sanitizing water can lead to the elimination of vital nutrients.  

Healsi is natural and pure artisan water from a spring in Portugal. This water comes in a unique gemlike bottle and has a high sílica concentration and neutral pH, aiding in bone health, heart health, detoxification, as well as nails, hair and skin.

Ethnic Food Revisited and Repackaged for Maximum Convenience and Ease

As culinary tastes evolve, so too do the offerings of ethnic foods, now repackaged for maximum convenience and ease without sacrificing authenticity or flavor. Wildfare proudly presents Mediterranean fare cultivated from ancestral fields using heritage recipes, bringing the sun-soaked flavors of the Mediterranean to American pantries.

Miracle Pantry offers healthy, low-carb, ready-to-eat meals made from the Konjac plant, a staple of Asian cuisine for over 1,000 years. Founded by a nutrition-focused dermatologist, Miracle Noodle prioritizes healing through food, catering to dietary restrictions like diabetes and celiac disease.

Truly Indian delivers mouthwatering spice fusions and divine aromas straight to your home. With frozen snacks, cooking sauces, and ready-to-eat entrees freshly made in India, their products require no hassle and are ready in minutes.

Saucy Lips crafts handcrafted gourmet sauces rooted in family tradition with authentic flavors from Mexico. Committed to quality and sustainability, they use high-quality ingredients and eco-friendly packaging.

Shaman Ramen revolutionizes the ramen experience with the world's first adaptogen, superfood ramen. Made with immune-boosting, anti-inflammatory adaptogenic mushrooms, their plant-based ramen is a conscious convenience in a cup, catering to health and wellness enthusiasts.

Just What the Body Ordered

At Expo, personal care trends are taking center stage, with innovative products designed to cater to diverse needs and preferences.

Nampons emerges as a leading solution offering a safe, effective, and doctor-approved option for managing nosebleeds. Sustainable, hypoallergenic, odorless, and painless, Nampons provide peace of mind in moments of need.

If you’re a bar soap user (and you should be) or would be if not for the inconvenience, this is a small and savvy home accessory that tacks onto your soap to give you a better grip, keep it dry, avoid goop and save money with Soapstandle.

BT Remedies is the go-to importer and marketer of top-tier, healthy brands that truly make a difference with favorites like Jakemans Throat & Chest Lozenges, Smith Bros. Throat Drops, and the incredible Blue Iron Liquid all the way from Finland. Their products soothe the body and provide relief.

Parissa is a proud Canadian brand leading in sustainably sourced at-home waxing treatments also used by top estheticians. Their products are designed by chemical engineers, beauty professionals and waxing experts with natural ingredients. It’s simple, fast, effective, safe and customizable that will leave you smooth and flawless for 4-8 weeks.

Meanwhile, LA Salt Co. showcases a family-owned legacy of expertise in the salt and ingredients industry, translating three generations of knowledge into bath and body products that pamper the skin. Formulated with magnesium and other minerals, their products offer a range of benefits, from soothing muscles to anti-aging properties. Scientifically proven, safe, and vegan, LA Salt Co. products embody a commitment to quality and wellness. At Expo, these brands exemplify the intersection of innovation, efficacy, and sustainability in personal care.

Women Giving Back

Bundle x Joy is a female-founded pet brand with food, treats, toys, supplements, and more that make your pet look and feel good. They are on a mission to deliver convenience, curation, community and joy to every pet person. They even harness a 3% give-back to fund women in entrepreneurship and their local communities.

Natural Products Expo West 2024 stands as a testament to the power of collective action and innovation in shaping a more sustainable future. As the curtains draw on this year's event, the echoes of inspiration and possibility reverberate far beyond the convention center walls. From the bustling aisles filled with innovative products to the thought-provoking discussions on stage, Expo West 2024 has left an indelible mark on the landscape of conscious consumerism. We bid farewell to Expo West 2024 and look onward to Expo West 2025 to continuously build a brighter, more resilient future for generations to come.

For more trends, read the latest from trendspotter Nancy Trent.