Expo West 2025: A Taste of the Trends That Stole the Spotlight
By The Zeno Foodie Team
Expo West 2025 served up another year of innovation, flavor, and eye-catching trends shaping the future of the food and beverage industry. Known as the largest trade show for natural, organic, and healthy products in North America, Natural Products Expo West showcased gut-friendly goodies to protein-packed everything – with thousands of products and companies in the mix. Here are the top five takeaways fresh from the show floor.
Gut Health Galore
As consumers and companies become more aware of the gut microbiome’s role in overall health, one thing was clear: the digestive health movement isn’t slowing down anytime soon. Brands continue to push boundaries with prebiotics, probiotics, and postbiotics—showing up in everything from classic staples like sauerkraut and yogurt to more unexpected applications like kombucha-infused salad dressings and probiotic vinegars. Functional ingredients in everyday products were everywhere. The emphasis? A happier gut for a healthier you.
The Real Deal Still Reigns
Despite the rise of functional ingredients and alternative sweeteners, strong consumer demand remains for “real” ingredients and full-fat indulgence. Brands are embracing "real sugar, real cream, real flavor"—a sentiment echoed by popular ice cream, cupcake, and baking mix brands. Turns out, authenticity still sells. People’s desire and love for a rich and satisfying taste is still very much alive and well.
Protein Palooza
Protein was the star of the show, finding its way into every category imaginable. Seeing protein on the rise in online searches, across social media and in consumption numbers, we knew protein was popular – but it was a sight to see at this show! While protein bars and shakes remain staples, brands are getting more creative with their delivery. Standout innovations included:
- Protein-packed pretzels
- Fungi-based, dairy-free protein yogurts
- Desserts with a protein boost
With consumers prioritizing satiety and muscle recovery, protein-infused products show no sign of slowing down.
The Beverage Boom Continues
There have never been more ways to quench your thirst! This year, the beverage aisle overflowed with functional drinks—each boasting a unique benefit-forward formulation. We saw drinks infused with:
- Adaptogens for stress relief
- Electrolytes for hydration
- Fiber for digestion
- Phytochemicals for overall wellness
With 30+ beverage brands showcasing their latest creations, one thing was clear—packaging is key, and every can, bottle, and carton was designed to grab attention. The most standout brands embraced vibrant packaging and/or prominently displayed nutritional benefits on the front of the pack, while complying with regulations and incorporated sustainable materials.
Aesthetics Matter—But It’s More Than Just Looks
From branded team outfits to Instagram-able packaging to booth design, brands delivered on aesthetics to make an impact. But a visually stunning booth alone wasn’t enough to generate buzz. The brands that truly stood out found creative ways to engage attendees beyond just a pretty setup. Here are several booths that did just that:
- Bush’s Beans: Personalized aprons gave their activation a fun, interactive touch. Booth visitors also appreciated the hearty samples, such as the trendy dense bean salad. Many attendees noted that having a mini-meal was a refreshing change from the usual packaged snacks available throughout the expo halls.
- Wasa: The Spin & Win wheel offered attendees an interactive way to participate for a chance to win exciting prizes, including a full sleeve of crackers, a tote bag, or a pop socket. In addition, Wasa hosted a complimentary yoga session on Thursday morning, giving participants an opportunity to exercise before the show and unwind with refreshments afterward, featuring samples of their latest product, Cinnamon Crisp Creations.
A Taste to Remember
Expo West 2025 showed us the future of food and beverage is all about function, flavor, and experience. Whether it’s gut-friendly innovations, indulgent classics, or protein-packed products, brands are catering to evolving consumer needs in bold and exciting ways. And if there’s one major takeaway? Innovation wins, but engagement is what truly makes a brand memorable.
