Natural Products Expo West is the place for fresh product development concepts and a glimpse into ingredient innovation. With over 60,000 attendees and 2,700 exhibitors, Maypro’s team spoke with thought leaders, researchers, formulators, marketers and customers about what’s on the industry’s horizon.
Overarchingly, the vibe was about elevated wellness, healthy aging, GLP-1 solutions and functional performance. The ideas of “holistic” and “nourishing” products also underpinned conversations.
Here are our insights into current and emerging trends:
- Mushrooms
- Magnesium
- Collagen and Collagen Peptides
- Ashwagandha
- Protein
- Creatine
- Non-caffeine energy solutions
Honourable Mentions: Beets, Postbiotics, and Adaptogens still have strong growth.
Mushrooms continue to have their moment, with Lion’s Mane and Turkey Tail leading the way. Others are following, such as reishi, cordyceps, maitake and more. Expect consumers to become more mushroom-curious.
Magnesium is still going strong with multiple formats, delivery technologies and health benefits.
Creatine has now moved beyond Sports Nutrition and into women’s healthy aging and Beauty from Within formulas.
Proteins, such as plant-based, are still strong. Whey and yeast-derived proteins are gaining ground in new applications such as women’s health and healthy aging. This macro-nutrient carries a health halo, and active people know they can enjoy a wide variety of protein products; GLP- 1 consumers know the importance of protein consumption in a variety of formats from beverages to bars.
The categories showing the most activity and innovation are:
- Cognitive Health: focus, mood, memory, stress, and sleep
- Women’s Health: menopause, hormone regulation, energy, stress, mood support, PMS wellness, sexual health
- GLP-1 Lifestyle Solutions
- Sports/Active Nutrition: creatine, electrolytes, hydration, non-caffeine stimulation, yeast-derived protein
- Gut Health: biotics, microbiome, hormone support
- Healthy Aging: energy, cognitive health, hormone support, collagen+ protein, liver health, weight management
Cognitive support and cognitive-adjacent products – mood, stress relief, focus, and concentration – are dominating the scene as consumers want to support overall mental well-being and function. Women’s health has been a top category for several years now, but within it, subcategories have emerged, including menopause and hormone regulation. We continue to see energy boosting and weight management as a focus in this category.
So too, sports nutrition’s subcategories are seeing boosts: replenishment with hydration and electrolytes, and consumers are realizing that stim-free energy is good energy for workouts. The gut’s role in hormonal regulation is being explored, as are biotics for optimal microbiome profiles. Healthy aging, which includes beauty-from-within, mental acuity, mobility support, and liver health, continues to be a big area of focus.
For the millions who want Nutri-to-go, RTDs and gummies continue their reign. Stick packs and powders are still going strong, as consumers can control the level of flavor intensity by the water they add. Lollipops are simply fun … with target market opportunities. Alternative delivery formats address a range of problem statements by allowing for both immediate and sustained release targets and building "innovator” brand equity for those first to market.
- RTD Beverages: Effervescence is popular (e.g., probiotic sodas)
- Gummies 2.0: Next generation with increased dosage ceilings, better potency increased bioavailability and complex taste masking
- Candies: Quick dissolve crystals, next-gen versions of classic pixie stix and pop rocks
- Watch for: Strip Melts, lollipops.
