US Food Trends: Natural Products Expo West 2025
Published 18 March 2025
Nearly 70,000 attendees (including 3,200 exhibitors) gathered at this year’s Natural Products Expo West (NPEW) in Anaheim, California (March 4-7) to discover the brands and new products that will contribute to the $235bn US natural, organic and functional food and drink industry, which experienced 5.7% growth in 2024 (New Hope Network, 2025). Stylus highlights outstanding product development from the show.
Inherent Protein Around the Clock
Food and Drink, Just for Me
Trusting the Source
Instant Beneficial Convenience
While animal- and plant-protein fortification was plentiful, products made from inherently protein-rich ingredients stood out. Here, ancient wheat varieties, legumes, and real and alternative eggs enhanced new products targeted for every daypart, giving consumers the macronutrient they crave most, even in chocolate.
While animal- and plant-protein fortification was plentiful, products made from inherently protein-rich ingredients stood out. Here, ancient wheat varieties, legumes, and real and alternative eggs enhanced new products targeted for every daypart, giving consumers the macronutrient they crave most, even in chocolate.
Summary
Inherent Protein Around the Clock | While animal- and plant-protein fortification was plentiful, products made from inherently protein-rich ingredients stood out. Here, ancient wheat varieties, legumes, and real and alternative eggs enhanced new products targeted for every daypart, giving consumers the macronutrient they crave most, even in chocolate. |
Food and Drink, Just for Me | The natural and organic food and drink industry excels at products that appeal to multifarious taste preferences as well as health and wellness goals. This was well-reflected at the show, where many brands offered culturally aligned products and flavour profiles. For more on the cultural cross-pollination of cuisines in the US, see America’s New Global Palate. |
Trusting the Source | Natural and organic products are valued for their transparent sourcing and ingredient quality. This year, Regenerative Organic Certified products have grown in number and visibility, providing reassuring accreditation for ethically and environmentally minded consumers. Brands are also earning trust by using wholly natural ingredients or partnering with reputable brands. |
Instant Beneficial Convenience | New nourishing convenience products were on display at the event. These ranged from frozen Korean street snacks to no-heat Mexican ‘walking tamales’. The most innovative come to life instantly simply by adding water. |
US Food Trends: Natural Products Expo West 2025
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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