Expo West 2025: Key Trends and Takeaways

Building on our previous Industry Report, Expo West 2025 showcased several enduring and emerging health trends that continue to shape the industry. From new innovation to enduring trends, here are the key takeaways from this year’s event: 

Consumers across the nation have familiar staples in their pantries and in their kitchen, yet they are looking for ‘upgraded’ versions of their favorites – and brands are answering that call. From redefined decadence to multi-functional beverages, here’s what we saw on the show floor:  

Clean and Functional Beverages 

The trend towards “clean” and functional beverages was evident. Many brands showcased sodas with added functional ingredients and minimalist, real ingredient lists. Sodas with strong origin stories that highlight flavors from global sources like Hawaii and Australia, also gained attention.  

Additionally, there seemed to be a bifurcation in the beverages category with some beverages going heavy on sweeteners like stevia, allulose, and monkfruit while other brands embraced the return of cane sugar, embracing that mid-calorie zone rather than zero calorie. Even if used in conjunction with a zero-calorie sweetener, they weren’t too heavy-handed with the sweeteners and the drinks landed somewhere in the middle on the sweet scale. Of course, using fruit juice to sweeten beverages was also popular, supporting the zero-added sugar claim while still providing that familiar sweetness.

Kid-Friendly Products

There was a noticeable increase in products positioned for children, including oat milk (Willa’s) and kombucha (Tim Tam Tummy). 

Breakfast foods, both kid-focused and general, were abundant, reflecting the importance of convenient and nutritious options for busy families. 

Redefined Decadence

Traditional indulgence products received natural makeovers at Expo West 2025. Brands like Alec’s Mint Chocolate Cups, Sweet Loren’s Breakfast Biscuits, Mojave Mallows Organic Marshmallows, and DeeBee Organics Dip ‘Ems offered organic takes on conventional treats, appealing to health-conscious consumers seeking guilt-free indulgence. 

Alternatives to sweet flavors were a significant trend, with hot honey being a standout. Global flavors continued to gain traction, with Korean, South American and Indian cuisines prominently featured in sauces and frozen meals. 

Flavors provide a rich space for brands to navigate – cultural favorites, traditional flavors with a twist, and unique ethnic profiles offer many avenues for flavor innovation. 

Products coming from outside of the United States offer an exciting opportunity for consumers to step out of their comfort zone and explore new tastes & textures. A brand’s origin story seems to play a larger role in shoppers’ decision-making process. 

Across Food and Beverage categories, international products outpace traditional offerings in dollar growth. Contribution to sales growth of top selling ethnic origins show some intriguing emergences in the U.S. retail landscape. 

The Evolution of Plant-Based Products and The Growth of Meat Snacks 

While plant-based products were still present, the surge of new brands seen in previous years has slowed as the market reaches saturation and consolidation.  

Instead, premium and global meat snacks, such as Asian jerky, Carne Seca (air-dried beef), and grass-fed beef sticks, have taken their place, offering high-quality, flavorful options for meat lovers.

Fad or trend – that’s a question one wonders as they walk down the aisles of the show floor. Some may feel like the trends below were overplayed at the show but in a way, it is a testament to the fact that brands are responding to what consumers are and have been yearning for. 

High protein and gut health have been top of mind for consumers the past few years, growing more popular with each year, and has only been fueled by the rise of GLP-1 agonists. Thus, we see it in categories far and wide, emergent brands continuing to push the boundaries – however, who stays and who goes remains to be seen. Here’s how we saw these trends play out on the show floor: 

Protein’s Dominance

Protein remains a star player in the health and wellness sector. Expo West 2025 highlighted its versatility and popularity, with protein-infused products appearing in unexpected places.  

From meat snacks to protein-enriched pasta sauces, the health halo around protein is stronger than ever. 

Fiber and Gut Health

Fiber, often rebranded as prebiotic and closely linked with “gut health,” was another prominent trend.  

Numerous products emphasized their fiber content, catering to consumers’ growing interest in digestive health. The growth in digestive health-focused sodas cannot be understated and at the show, we continue to see a strong presence of these brands. 

Olipop and Poppi have paved the way for a new wave of fast-follow brands and new challengers eager to tap into the growing demand for gut-healthy, better-for-you refreshments. We are officially in our healthy soda era!  

At the show, we saw the return of Slice a beloved soda brand from back in the day, with a fresh new face and added prebiotics and probiotics. Also returning to the soda ring is Spindrift, which discontinued its soda line back in 2017. Though this particular product doesn’t have any of the biotics, they’re staying true to themselves and their brand ethos as the product is simple, containing just real squeezed fruit and carbonated water. 

Interest in low-sugar, biotic-rich, and nutrient-enhanced beverages is surging. The future is looking less like a sugar rush and more like a wellness revolution (OK, Midwest… does this mean we’re finally calling it “Pop” instead of “Soda”?!) 

Hydration Takes Center Stage

Hydration was the clear winner in terms of brand presence and product variety. Despite data showing that traditional hydration and sports drinks have plateaued, hydration supplements are on the rise.  

This growth is driven by innovative products that cater to consumers’ needs for enhanced hydration solutions. 

Functional Ingredients on the Rise

Expo West 2025 saw a surge in functional ingredients, with colostrum and creatine making notable appearances. These well-known supplements are experiencing renewed interest and growth with colostrum products seeing a 155% increase in year-over-year growth while creatine continues to see double-digit growth of 22%. This reflects consumers’ desire for products that offer specific health benefits around health span, cognitive support, and beauty from within. 

From AI to TikTok to the accessibility of DTC – all of this has changed the way consumers discover and purchase products. It’s no different at Expo West, check out how we saw these trends take center stage on the show floor: 

Peeling Back The Curtain

What was once a closed-door, semi-private event primarily meant for buyers, brokers, and brands, Expo West is now open to the public via social media – especially TikTok. 

New product launches and trend pieces used to be the domain of the CPG business press but are now out there for anyone interested (or algorithmically targeted) to see for themselves. 

Why read another listicle when you can see your favorite micro-influencers 30-second sizzle reel? The real innovation here is brands leveraging their expensive booth presence in a new way, finding more direct avenues to connect with both their stans and the broader purchasing public. 

Pink & Pastel Power

Wave goodbye to the verdant organic meadows of the nineties and naughts packaging and say “sup, fam” to a softer aesthetic. Characterized by pale colors (especially pink and lavender) and fun typography, these products photograph well which speaks to the contemporary eComm and social media milieu.

While some designers call it “Chobani-core,” at this year’s Expo the pink & pastel trend was out in force among multiple departments – not just snacks and beverages, but in pet, personal care, and cleaning supplies. 

Expo West 2025 demonstrated that health and wellness trends continue to evolve, with a strong focus on protein, gut health, hydration, and functional ingredients. These trends, along with the rise of clean and kid-friendly products, redefined indulgence, and global flavors, are shaping the future of the industry. Stay tuned for more insights as we continue to track these exciting developments.