thought starters for thought leaders

by Maggie Liddell

I recently returned from Natural Products Expo West 2025 in Anaheim—the premier event for showcasing trends and innovations in natural products. As always, the event was a treasure trove of insights that are shaping the consumer-packaged goods (CPG) industry. From coffee innovations to elevated snacking options, here’s a peek into what caught my eye at the event, along with a summary of the product themes and brand insights that resonated with me!

Exciting Product Themes

Coffee and Coffee-Adjacent Products: A Caffeine Lover’s Paradise

If you’re a coffee enthusiast, Expo West 2025 was a dream come true. Coffee and coffee-adjacent products were everywhere! From creamers to flavor syrups, the options were endless. With inflation on everyone’s mind, there’s a growing trend towards making your favorite coffee drinks at home. Not only can you save money, but you can also make healthier choices. So, why not find a dupe recipe for your favorite latte and start perfecting it at home?

Healthier, More Natural Snacks: Flavor Explosion

We all love our snacks, and the Expo West 2025 did not disappoint. The variety of healthier, more natural snacks was astounding. Think seaweed, edamame, and crackers, all available in a plethora of flavors. This diversity not only attracts a broader consumer base but also keeps snack lovers coming back for more. Whether you’re craving something savory or sweet, there’s a natural snack out there for you.

Elevated Snacking Options: Gourmet on the Go

Elevated snacking options was truly a standout theme this year. The showcased snacks trended towards convenient, portable, and oh-so-refined. Take Poshi’s marinated olives and artichokes, for example, or Kitchen & Love’s snack nests with almonds or pistachios. These gourmet snacks are perfect for those who want a touch of sophistication in their snacking routine. And yes, some of us couldn’t resist ordering these goodies online before even leaving the event!

Innovative Protein Products: A Fresh Take

Protein products are still big, but we’re seeing some exciting new formats. Forget the traditional protein powders and ready-to-drink shakes. This year, it’s all about fruit-flavored protein drinks and even protein candy. These innovative products offer a fresh take on protein, making it appealing to a much broader audience.

Perspective on Brand Insights

Authenticity in Natural Branding: Staying True to Your Roots

Almost every brand at Expo West 2025 claimed to be natural, but the ones that stood out were those that aligned their natural products with their core identity. For example, Applegate Farms is focusing on regenerative farming practices rather than jumping on the plant-based bandwagon. It’s all about staying true to what your brand excels at, and not getting caught up in trends.

Visual Branding Evolution: Beyond Green

Gone are the days when green was the go-to color for natural and organic products. Today’s brands are embracing a wider color palette to represent their unique identities. Califia Farms, for instance, uses lighter, brighter colors, while Death Wish Coffee sticks to its dark and edgy aesthetic. It’s all about finding what works best for your brand.

The Expo Experience: A Feast for the Senses

And let’s not forget everyone’s favorite part of Expo West 2025 – the samples! From fresh baked garlic bread to ramen and full hot dogs, there were enough fresh samples to keep everyone satisfied. Plus, the bags of samples to take home made the event a hit with everyone, from kids to parents.

We hope you enjoyed this glimpse into the latest trends and brand insights from Natural Products Expo West 2025. We’d love to hear what you’re most excited about and looking to explore within your brand’s realm!