Expo West Showcased a Maturing Commitment to Americans’ Food and Health

Wet weather in typically sunny Southern California couldn’t put a damper on the kickoff to Expo West, the natural products industry’s biggest trade show, in Anaheim last week. Food, beverage, and better-for-you personal care brands gathered for the eagerly anticipated event, where aisles overflowed with protein-packed pretty-much-everything, a slew of products boasting regenerative agricultural practices, an abundance of functional beverages, and noticeably more baby- and child-focused items than in years past.

“I’m already chock full of protein—I don’t need any more today,” muttered a passerby as I collected my badge and stepped into one of several expansive convention halls for the first time this year. It was an omen for what I’d encounter across the show floor in the coming days. “OMG protein water,” a nutritionist friend texted me in exasperation on the second day of the show after I’d just scarfed down a butter-slathered slice of toasted 22-gram-per-serving protein bread.

Like last year, brands crammed protein into every conceivable product category, but the marketing conversation has evolved to prominently highlight quality alongside quantity. While “high-protein” remains the most ubiquitous claim on packaging, more brands are now emphasizing “how” and “from where” in conjunction with eye-popping protein gram counts.

Regenerative agriculture overtook organic messaging, with dairy and meat producers proudly emphasizing how they restore ecosystems as part of their production process in addition to making nutritional claims. And the regenerative theme extended beyond animal products, with ancient grains emblazoned on everything from artisanal crackers to pancakes, breakfast cereals, and pasta.

“Cows are definitely back!” an investor noted when we met at a well-known plant-based meat purveyor’s booth. We both agreed the presence of meat analogues was more muted than in years past, as the pendulum swung back toward animal-based proteins. That said, plant-based milk challenger brands have upped their game. Corn and pistachio milks were cheekily stationed across the aisle from each other, and a new varietal inspired by luscious Hokkaido milk from Japan’s largest prefecture will hit shelves soon.

Functional beverages could be seen in practically every aisle, their promises spanning gut health, hyperhydration, energy and immunity boosts, adaptogens, and nootropics. Standard canned and bottled water even got glow-ups with more exotic flavors and infusions, with an emphasis on real fruit essences or nods to nostalgic sodas.

On the sweeter side, dates exploded beyond their traditional role in energy bars to feature in confections and desserts as brands look to avoid refined sugars. Not to be outdone, functional and superfood gummies were all the rage, transforming candy into wellness delivery vehicles. Ice cream and popular adjacencies made with mochi, which were once plentiful at Expo West, seem to have dwindled a bit this year.

Finally, food and drinks for the littlest consumers among us had an impressive showing. Parents are increasingly unwilling to compromise on ingredients for their children, and brands are responding with kid-friendly versions of kombucha and products that stretch beyond standard nutrition to selling points like early brain development.

What I saw and tasted this year made clear that in crowded categories with buzzy but now-familiar claims, single-attribute marketing—whether protein content, environmental stewardship, or functional benefits—is giving way to more integrated, story-driven approaches that connect product benefits to broader societal contexts. In an industry where better-for-you is the baseline requirement, effective marketing campaigns must answer not just “what” and “how” but also “why it matters.” Additionally, in an economic environment where consumers face increasing price pressure, marketers must find ways to justify premium price points not just through ingredient quality but through tangible benefits and emotional resonance.

The natural products industry may face headwinds in the coming year as manufacturers deal with supply chain challenges, tariffs on ingredients, consumer price sensitivity, and an impending economic downturn. But if the energy at Expo West is any indication, the sector’s commitment to transforming how Americans eat and drink remains stronger than ever—protein overload notwithstanding.