If you’ve been following along, you saw I went to Expo West again. IKYMI – Read my recap Part 1 and Part 2 and check out my Instagram reel and Instagram story highlights “Expo West ’25.”
Top 5 Trends I Noticed at Expo West
Pre-pandemic the top trends that I saw were plant based everything – especially meat, healthier kids snacks and foods and the 4 c’s (collagen, cauliflower, coffee and coconut) and hidden veggies and prepared veggies. Also, CBD was in everything and Keto (fat) was king. Oats and tea were really big in a variety of use cases. The first two years after the pandemic, there wasn’t as much innovation because of supply chain issues and budgets.
Last year the main trends were upcycling/climate friendly products, alcohol free beer, wine and cocktails, functional sodas and foods, women’s health and global flavors.
- Protein was the major macro this year! From bars packed with 20+ grams to sparkling drinks and pasta sauces mixed with protein, it seems like every brand is going “swole.” BOLO for some good protein pretzels and enhanced plant based yogurts, too.
- Hydration is in and many products are offering hydration “plus.” Brands are focusing on hydration. From tablets and sachets to pre-mixed bottles and cans, you’ll be bouncing back after that hard workout or night (s) out. A lot of the offerings also had turmeric or other functional ingredients to expand the benefits of the basic electrolyte options. And bonus – many of them taste good, too!
- Mushrooms and Buckwheat were the star ingredients this year IMO. There were a ton of products with Lion’s Mane and Cordyceps mushrooms – especially coffees and lattes and I’m not complaining. I’m a fan! I especially love Four Sigmatic’s decaf Calm and am excited to try their new dairy free latte line. One of our fave new finds was Better with Buckwheat snack crackers. We ate them up at my SILs and ordered more right away from Thrive Market!
- Women’s health is still having a moment with a focus on Perimenopause and menopause. Women’s health is getting the attention it deserves as women in the industry are aging and are looking for solutions for common issues. There were a lot of supplements and teas and some beauty and self care items that I’m excited to try.
- Supplement brands are offering support for people taking GLP-1s. Unless you’ve been avoiding all news, you know that GLP-1 weight loss drugs and supplements are all the rage. A lot of companies are capitalizing on this and providing supplements for nutrients that people taking these drugs might miss out on. YouTheory sent me a bunch and I’m sharing them with folks I know who are taking the drugs.
Which of these trends interests you most?
I’m linking up with Darlene, Michelle, Renee, Jenn and Zenaida for Fit Five Friday. Join us!
Have a great weekend!
PS – There’s still time to enter my Expo West New Finds giveaway.