At 10:00 AM on March 4th, the doors of the Anaheim Convention Center opened to the public,
revealing a beautifully hectic display of over 3,000 brands showcasing their latest innovations in
food and beverage products and packaging. This is Natural Products Expo West, the defining
trade show for the Consumer Packaged Goods (CPG) industry. From big-name brands like
PepsiCo and Beyond Meat to emerging startups promoting “sport coffee” and “protein boba tea,”
Expo West is a window into the food and beverage trends of spring 2026.
1. Major Trends: Functional Nutrition
Especially in the food industry, spring offers an opportunity for unique seasonal flavors that
inspire consumers to make the most of the season by enjoying fresh new products that align with
their perception of spring. This season is a key time for brands to push their natural, sustainable,
and healthy characteristics. Modern consumers prefer clean products with natural ingredients,
and spring is perfect for nature-centered marketing and nutrition-boosted offerings.
Expo West saw these tendencies on a large scale. The concept of functional nutrition, where food
has holistic nutritional benefits rather than simply tasting good, was put front and center of CPG
innovations. Protein topped the charts, with companies incorporating every type of it into any
food or beverage you can think of - yes, protein soda and savory protein bars exist. Protein-rich
products cater to the obvious audiences of gym-goers and wellness influencers, but protein-filled
staples like pasta sauce appeal to a larger audience of busy moms and working professionals in
need of convenient nutrition. Fiber was a close runner-up, expected to make its comeback in
2027, with a more intentional and clean introduction to consumers as opposed to the protein
“arms race.”
2. Keep it Natural
As the weather gets warmer and we enter a new year of diet trends, consumers become more
motivated towards self-improvement and building a connection with what they eat. Brands
capitalized on this by aligning their products with pure, natural aesthetics - the same indulgent
products consumers want, but with more permissible ingredients.
Natural and “traditional” ingredients, specifically dates, honey, and beef tallow, are reemerging
as prominent trends in healthier versions of classic products. While macro-based foods are a
large part of the market, there is extensive space for novelty items made from real ingredients,
especially when consumers feel that they can fulfill nutritional needs from convenient, familiar
foods.
3. Don’t Reinvent the Wheel - Rebrand It
Spring is a season of visuals - fresh rebrands can speak louder than new products. Modern
consumers crave novelty, and companies at Expo West highlight how simply rebranding a staple
good can be just as successful as developing the next new thing. Beverage brand Moozy
highlights this idea. Their flashy, novel product? Milk.
Moozy took advantage of trending energy drink packaging styles, combining a simple core
product with sleek modern marketing and social media potential. Many brands followed this
pattern, basing innovative goods on straightforward ingredients - chocolate-covered dates, beef
tallow potato chips, and chicken jerky. Health-conscious consumers want transparent nutrition
lists with ingredients they already trust, and CPG brands have taken this insight and run with it.
4. In Touch With the Trends
The CPG industry rapidly transforms based on trends and fluctuating consumer tastes, both
gustatory and visual, so a bestseller in March may be culturally irrelevant by June. In order to
keep up, brands need to predict and quickly adapt to fast-moving fads while intentionally
shaping their brands to lasting industry preferences.
Many of these trends exploded through social media first, and CPG companies are following
consumer interests from their online presence, as well as promoting their product on these
platforms. Successful brands not only have a tasty and nutritious product, but also high digital
visibility and virality. Unique activations at Expo West, like Goodles’ macaroni plush pit and
charm bracelet scavenger hunt, create viral experiences that earn boosted attention online.
The natural products industry represented at Expo West is one of the most rapidly evolving areas
of marketing. In many cases, a brand’s authentic story, modern packaging, and customer
interaction strategies are more vital to a successful business than the product itself. The brands at
Expo West exemplify how to balance convenience and playfulness with transparency and
refinement, appealing to consumers with a genuine, consistent persona while matching
ever-changing trends.
