Every March, thousands of people descend on Anaheim, Calif. for what has become a tentpole moment for the natural products industry: Expo West. More than a trade show, Expo West has evolved into a cultural phenomenon, a massive hype machine that feels like the Coachella of consumer packaged goods (CPG).
This year for our PR firm, exploring the expansive show floor wasn’t just a chance to taste, sip and discover – it was an opportunity to dive deep into trends capturing the industry’s attention. Here is what we learned:
- Nature’s Sweet Tooth: Dates + Honey are Having Their Moment
The alternative sweetener space has moved past chemical replacements and sugar alcohols. The new wave relies entirely on raw, whole-food origins.- What we saw on the floor: Sour-watermelon candy-coated dates and rich, honey-sweetened frozen desserts completely dominated the sweets aisle.
- Our Strategic Take: Brands in this space are successfully shifting the narrative from "diet/deprivation" to "farmers-market fresh." The winners are listing low sugar counts AND are leaning into nostalgia and vibrant, unpolished brand imagery to make whole-food ingredients feel genuinely indulgent.
- Snacking + Skincare: Animal Based Proteins + Fats are Experiencing a Renaissance
Meat sticks, the convenient protein-packed snacks driving up U.S. snack sales, were notably present at Expo West this year. Brands doubled down on offering more varieties – beef, turkey, chicken, wagyu – to help manage the cost of ingredients. They also launched flavors like Nashville Hot, Chicken and Maple, Hot Cajun and BBQ to broaden consumer appeal. Beef tallow also appeared across multiple categories (food and skincare) demonstrating heightened consumer interest in this animal fat as an alternative to processed seed oils. - The Everyday Macro: Protein Integration Across Every Aisle
Protein is nothing new, but it was on every corner and integrated into everything we want to eat (cereal, bars, ramen, sauce, jam, water and even ice cream). This was the normalization of a trend becoming a staple – protein can now be found in every aisle of the grocery store. Obviously, consumers can’t get enough of this macro nutrient in their diets. - Drink Your Wellness: Functional Beverages are on a Fast Track
Everywhere we looked there was a new functional beverage demonstrating the rapid growth of a category driven by consumer demand for drinks that can do more for them than just hydrate. These multi-functional products are positioning themselves to address both immediate and long-term wellness goals. The products we liked best? They had superior taste, stand-out branding and told compelling stories.
“In a space filled with thousands of brands, the ones that won weren’t just those with the newest or trendiest ingredients.” - Michelle Cammenga, Strategist
- The Gut Health Revolution: A Balanced Gut is Cool
While gut‑supportive products have been rising for years, they are now dominating across categories – from snacks to sodas to supplements. This boom reinforced consumer desire for function they can feel in a wide variety of products. Brands that pair science-backed ingredients with great taste and clear education stand out most. Gut health is cool (and necessary) and influencing the structural makeup of products. - The New “Organic”: Hello, Regenerative Agriculture
From ice cream to eggs, mindful agriculture is the new “organic.” Brands are promoting regenerative farming, emphasizing planet‑friendly ingredients and selling eco‑impact transparency as the future of natural foods. More consumers are demanding products that prioritize both people and planet, making regenerative farming the new badge of quality. - Consumer Connection: A Product is Only as Good as Its Story
The booths that owned Expo West went beyond the sample, telling a story through curated moments – a charm bracelet scavenger hunt, enviable limited-edition swag, sensory brand installations and nostalgic games. In a space filled with thousands of brands, the ones that won weren’t just those with the newest or trendiest ingredients. They were the ones who authentically communicated why they exist, what they believe in and who they are for.
At H5, we often counsel clients to avoid being everything to everyone. A product can catch attention, but a story creates connection. The most magnetic brands at Expo West weren’t trying to appeal to every attendee. They were speaking directly to their potential customers.
For more than two decades, H5 has provided experiential marketing services and elevated clients at Expo West through brand storytelling and onsite activation. We’ve helped ensure that their products don’t just get seen or tasted – they get remembered.
Expo West 2026 reminded us why this work matters. Trends evolve. Categories expand. Tastes change. Yet one truth remains: the right story told to the right audience can transform a product from short-term hype into a beloved brand. As we look ahead, we’re energized to help more brands show up. Not just with products worth trying, but with stories worth sharing.