Attending Natural Products Expo West reinforced one thing: the natural and organic food and beverage industry is more dynamic than ever. With 70,000+ attendees, 3,200 exhibitors, and nearly 1,000 first-time brands, this year’s show highlighted innovation, shifting consumer preferences, and major investment opportunities.
From functional ingredients to the impact of GLP-1 drugs, here are the four key themes we think are shaping the industry’s future.
- Protein Is King
Protein isn’t just for gym-goers anymore. Consumers across all demographics are prioritizing protein intake, fueled by trends in weight management, longevity, and meal replacement solutions.
- New research from Chomps reveals a major imbalance in the U.S. snacking market: while consumers actively seek protein in 36% of snacking occasions, protein snacks currently make up only 19% of retail sales—leaving billions in untapped opportunity.
- High-protein foods are expanding beyond traditional categories. The Nexty-winning Chad & Barney’s Sturdy Sauce packs an impressive 80g of protein per jar by blending collagen, bone broth, and whey protein into a functional pasta sauce.
- “Protein is obviously huge, in all of its different variations,” says Adrienne Smith, director, content, New Hope Network. “Pancake and waffle mix with protein, spaghetti sauce with protein, beverages with protein… you’re seeing that everywhere across the board.”
Key takeaway: High-protein innovations are expanding into unexpected categories—from pantry staples such as pasta to beverages (hot and cold) and desserts.
- The GLP-1 Effect: How Weight Loss Drugs Are Reshaping Nutrition
The rise of GLP-1 drugs (Ozempic, Wegovy) is transforming food choices, portion sizes, and supplement demand.
- Functional foods are adapting. Consumers using GLP-1 drugs often seek high-protein, high-fiber, and nutrient-dense products to prevent muscle loss and optimize their nutritional intake.
- Supergut recently debuted GLP-1 Boosters in a variety of flavors. The brand noted that, in the last year, it achieved 172% growth while launching in retail and expanding to more than 5,000 stores.
- Brands are creating natural alternatives: Supplements marketed as GLP-1 adjuncts (muscle retention, gut health, metabolic support) are a major new category.
Key takeaway: Expect more established and upstart food brands to tailor products to support metabolic health and taste profiles as GLP-1 usage grows.
- The Next Generation of Children’s Nutrition
A long-stagnant category, children’s nutrition is having a rebirth built on transparent labels and natural ingredients.
- Childhood staples like waffles, fruit snacks, and popsicles are being reimagined with a focus on no added sugar, real fruits and vegetables, and macro nutrient considerations.
- A related micro-trend spotted on the show floor was traditionally adult-oriented products geared toward children. Tim Tam Tummy, for example, introduced a line of kid’s kombucha packed with probiotics, vitamins, and minerals.
- “We are increasingly seeing kid-positioned products, which is amazing because it creates conversations that look at why everything we do is important,” said Jessica Rubino, VP of content & Summits for New Hope Network.
Key takeaway: Enhanced nutritional awareness is pushing informed parents to demand higher quality products for their children as they look to influence health and wellness routines at an earlier age.
- Functional Beverages Take Over
It is becoming more common that consumers are swapping alcoholic beverages for function-first options with ingredients rooted in wellness at the forefront.
- NA beer is going mainstream. Ted Segers, an NA beer brand, is redefining what social drinking without alcohol can look like
- Functional sodas and prebiotic drinks are exploding in popularity. Consumers are swapping sugar-laden sodas for gut-friendly, adaptogenic drinks.
- The introduction of additional functional ingredients to coffee, including prebiotics, antioxidants, collagen, and organic plant protein.
Key takeaway: The functional beverage space is evolving fast, with mushroom-based, adaptogenic, and gut-health-focused options leading the charge.
Final Thoughts: Where Investors Should Be Looking Next
With 5.7% growth in the natural and organic industry and 5.2% growth in supplements, the market is shifting toward science-backed wellness, functional nutrition, and regenerative sourcing.
Investment Hot Spots:
Protein-rich functional foods: From high-protein sauces to dairy-based snacks, this category is ripe for investment.
GLP-1-friendly foods: High-protein, low-sugar, and metabolic health-focused foods will dominate.
Children’s nutrition reborn: Snack staples featuring natural ingredients and reduced sugar profiles are well positioned to take share.
Functional beverages: The alcohol-free and wellness-first beverage space is booming.
Brands that combine premium ingredients, functionality, and sustainability will command strong valuations and stand out to acquirers.
Key Takeaway for Brands & Investors:
The future of food and beverage is functional, regenerative, and scientifically validated.
The strongest opportunities lie at the intersection of protein, metabolic health, and sustainability.
Now is the time for brands to differentiate with transparency, innovation, and strong consumer education.