The Natural Products Expo West 2023 showcased the latest trends and innovations in the natural consumer packaged good (CPG) industry.
This year’s show was a true reflection of the changing tastes and preferences of consumers, with a focus on plant-based foods, functional ingredients, regenerative agriculture, and sustainability.
Let’s take a closer look at some of the top trends and innovations from Expo, by category.
Baking Mixes
Baking mixes are a staple in many households, and this year’s Expo showcased an impressive range of new options. Baking mixes are experiencing significant growth, with a variety of options catering to various dietary needs. Plant-based and allergen-friendly options are on the rise, with brands like Raised Gluten-Free that sells cookie baking mixes in addition to their line of sweet and savory pies. Baking mixes are also incorporating higher protein ingredients and require only water as an add-in with fun mix-ins like cookie dough and chocolate chips. We’re also seeing greater variety in base ingredients like: brown rice flour, almond flour, cassava flour, oats, and chickpea flour.
Sauces, Spreads, and Condiments
Sauces and condiments are always a crowd favorite, and this year was no exception. Classics like BBQ and hot sauces were prevalent with a modern twist, such as using plant-based ingredients, limited additives, less added sugar, and fewer artificial flavors. The sauces, spreads, and condiments category is becoming more diverse, with an emphasis on unique ingredient combinations and cultural classics. Smaller brands, like Good Food For Good offer traditional sauces like ketchup and BBQ along with butter chicken, all of which are vegan, organic, and have no sugar added. We also saw a rise in spreads made with a combination of lentils and seeds, offering healthy, fun, and flavorful variety.
Granola and Muesli
Granola and muesli are perfect for a quick breakfast or snack, and this year’s Expo had plenty of options for consumers. We noticed fewer emerging granola brands, however established brands maintained a strong presence in this category with a focus on clean labels and eco-friendly attributes. New options include the addition of fun mix-ins like cookie dough bites and flavors like hemp, cacao nib, and turmeric. Nana Joes makes gluten free granola with flavors like Strawberry, Almond, Matcha and Cashew Butter & Peach. There were more offerings of low-sugar and sugar-free options this year with many brands also highlighting “real” ingredients and their sustainability practices.
Soups
Soups are a warming and comforting meal, and this year’s Expo showcased an impressive range of new options. The soup category is growing, with a focus on bold flavors and sustainable packaging. Noodle soup products are continuing to grow and offer classic and innovative flavors. The emphasis on clean labels, limited sodium, and classic flavors continues in this category. Bonafide Provisions soak up many of the trends seen this year. Their frozen fresh broths come in BPA free cups or pouches, some of which contain 10 grams of protein, are paleo-friendly, gluten-free, Whole 30 approved, USDA Organic certified, and a blend of lion’s mane mushrooms.
Snack and Protein Bars
Snack and protein bars are a convenient and healthy snack option, and this year’s Expo had plenty of new offerings. Nostalgic flavors such as s’mores and peanut butter and jelly were also showcased, adding a twist to this classic snack. The snack and protein bar category is maintaining a wide market, with a focus on small ingredient lists and clean labels. Many smaller brands are introducing new twists on classic flavors and incorporating functional ingredients like mushroom powder blends, adaptogens, and caffeine. We also saw an increase in sugar substitutes or the use of fruits, like dates, as a sweetener, which is in-line with the growing popularity of little to no added sugar product formulations. Wise Bar is a brand that combines many of these trends into a variety of gluten-free, USDA Organic, and vegan snack bars with unique blends of adaptogens for each flavor.
Savory Snacks – Chips, Pretzels, and Puffs
Savory snacks are becoming more diverse, with a focus on unique flavor mash-ups and global twists. Base ingredients like lentils and beans are becoming more prevalent, offering a healthier and more sustainable alternative to traditional base ingredients. Brands like Spudsy use “ugly” sweet potatoes as a base for their products, which offers bold sweet and savory flavors in shapes like puffs or fries. More brands seem to be playing around with shapes and textures along with flavors, we saw a rise in emphasis of thick, chunky, and crunchy textures for a satisfying snack experience.
Baby Food
The baby food category is not to be overlooked. Baby food options are growing amongst established and smaller brands offering bold flavors, clean ingredient labels, and greater variety. Adventurous flavors and an early introduction to a few spices can be found from brands like Kekoa Foods, which offers products like:: Curry Vegetable Mango and Beets, Fennel & Kale. We noticed continued expansion on pouch-based options, making it easier for parents to feed their children on-the-go.
Category Claims
According to research by EatQ, the three most common claims across these seven categories are: gluten-free, non-GMO, and vegan. Women-owned, plant-based, and protein call outs are close behind.
Overall, the Natural Products Expo West 2023 showcased the continued growth and innovation of the CPG industry and the rising opportunities for smaller brands to capture some of the market. In general, brands are incorporating more plant-based ingredients, functional ingredients, and sustainable practices into their products, making them healthier and more environmentally friendly.
Nostalgic flavors and innovative flavor mash-ups were also prevalent, adding a fun twist to classic products. With these new products and exciting flavor combinations, we can expect the industry to continue to thrive in the coming years.
For more information on product attribution trends or CPG product comparisons by category visit EatQ.
EatQ empowers brands to gain visibility and discover opportunities by making the best use of their product data. With EatQ it’s easy for small brands to compare their products to competitors, capture market insights, connect product data, and claim all qualified attributes.
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