Top Trends at Natural Products Expo West 2024

Natural Products Expo West, taking place March 12-16 in Anaheim, Calif., highlights the biggest and brightest in the food business. License Global has been on-site at the event to learn more about the food and beverage business and how its biggest trends will affect the licensed consumer products space for the remainder of this year and beyond. Plenty of trends can be seen on the show floor, but License Global has rounded up the top 10 most influential.

Celebrity Brands

Celebrity brands are huge at Natural Products Expo West. Jennifer Garner’s Once Upon a Farm, PATH Water by Jason Momoa, Betty Buzz by Blake Lively, Kin Euphorics by Bella Hadid, Chamberlain Coffee by Emma Chamberlain and more graced the show floor. Considering the power these celebrities hold, don’t be surprised if licensed deals with these brands happen in the future.

Adaptogens and Herbal Supplements

It’s safe to say that “The Last of Us” didn’t scare anyone away from cordyceps or any other mushroom, as brands like REBBL tout drinks with ingredients like reishi mushrooms, and brands like Hop Wtr showcase non-mushroom ingredients like ashwagandha, all promising health benefits. Herbal supplement brands like Gaia are also taking center stage at the show.

Plant-Based Alternatives

Related:10 Minutes With … Stu Seltzer on What’s Trending in the Food and Beverage Industry

Even non-vegans are flocking to plant-based food stands to try innovative new versions of foods that they know and love. Impossible Foods, Violife, Goodles and more show attendees that plant-based innovations are something consumers are interested in.

Inventive Hot Sauces and Toppings

Chili oils, infused hot sauces with truffles and herbs, spicy pestos and more compete on the show floor for attendee attention. Black Mamba, TRUFF, Hillside Harvest and others boast different ways to add more flavor to food. Da Bomb, a hot sauce of “Hot Ones” fame, is even featured on the show floor by Spicin Foods.

Convenient Versions of Foods from Abroad

No longer do consumers have to order takeout to experience foods from other areas of the world. Brands like Omsom proudly show selections from Asian cultures, while brands like Maspanadas celebrate Latin American flavors.

Licensed Collaborations

Licensed consumer products never go out of style. Collabs from Panera to Paramount are everywhere on the show floor, and a panel discussion was held on March 13 to discuss the power of licensing with attendees. You can learn more about that session here.

Coffee Innovations and Launches

More than 25 coffee brands are on hand to taste on the show floor with a variety of flavors, both classic and unique. Machines that grind coffee per cup are at the Java Trading Co. booth, while Copper Cow Coffee shows off blends flavored with whole herbs and spices. A cup of Joe for every palate has never been easier to find.

Sustainability in Packaging

Brands are ditching plastic packaging for metal and glass. Aluminum packaging for water, soda, adaptogenic drinks and food items appear everywhere on the show floor, and mini sauces in glass are also available. The trend inspired New Hope, which runs the show, to provide recycling across the show floor.

Keto Options

Keto is a trend that isn’t going away any time soon. From Whisps cheese crisps to Carbe Diem pastas to Keto Pint ice creams, keto foods are popular among attendees and easy to find all over the show floor.

Mocktails and More

Mingle Mocktails and Mocktail Club are among brands focusing on the flavor and fun of alcohol-style beverages without the alcohol. Many mocktails and mood-boosting drinks, including celebrity brands, Betty Buzz and Kin Euphorics, promote their products on the show floor. Expect more of these kinds of brands in your local supermarkets.