Unveiling the Future of Consumer Packaged Goods: Insights from Natural Products Expo West 2024

POSTED BY Greg Keating ON Apr 2, 2024 11:47:28 AM



Natural Products Expo West is not just an event; it's a window into the future of consumer packaged goods (CPG). As the industry's largest trade show for natural, organic, and health products, Expo West serves as a hub where emerging trends and innovative brands converge, setting the stage for the next wave of consumer preferences and market dynamics.


HANGAR12 sent some team members out to experience the overwhelming spectacle and one overarching theme emerged loud and clear: the rise of insurgent brands. Despite their modest market share, insurgent brands are making waves, capturing a disproportionate share of growth. These brands demonstrate that innovation and authenticity resonate deeply with today's discerning consumers. Below are some of the key themes that these insurgent brands embraced.


Key Themes:

  • Raising Functional Benefits: Brands are doubling down on functional benefits like protein, prebiotics, and adaptogens to differentiate themselves. From protein-packed pastries to collagen-forward skin health offerings, brands are pushing the boundaries of functional benefits to cater to evolving consumer needs.

  • Flavor Focus: Unique flavors and seasonal launches are back. Brands are embracing innovation with limited editions and specialized flavors like dill-pickle seasoning, enticing consumers with novel experiences.

  • Plant-Based Products: Despite challenges, plant-based offerings continue to popularize, with a renewed focus on taste, quality, and mimicking the attributes of dairy and meat. Brands are innovating with plant-based alternatives, offering indulgent dairy-free products and meat substitutes that rival their traditional counterparts.The demand for authentic dairy-free products is driving innovation, with brands like Painterland Sisters expanding options for dairy alternatives.

  • Upgrade in Kids Products: Health-conscious families are fueling demand for nutritious kids' products, prompting brands like Goodles to offer allergen-free alternatives tailored to young consumers.

  • Sustainability Experimentation: While sustainability remains a priority for some, only a minority of brands are actively addressing environmental challenges. However, the spotlight is on those pioneering efforts, with brands showcasing efforts to reduce food waste and promote regenerative farming practices which has become a hot topic in the industry.

  • Brain Health and Mood-Altering Beverages: Consumers are increasingly seeking products that support cognitive function and mood enhancement. Brands like BrainJuice and TRIP are tapping into this trend, offering brain-boosting ingredients and CBD-infused beverages.

Our takeaway was that Natural Products Expo West 2024 provided a glimpse into the future of consumer packaged goods with innovation, sustainability, and consumer-centricity at its core. As the industry continues to evolve, brands that embrace these principles and adapt to changing consumer preferences will thrive in an increasingly competitive landscape. Expo West serves not only as a platform for showcasing the latest trends but also as a catalyst for driving positive change within the CPG industry.

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