Natural Products Expo West 2025: Trends That Are Shaping the Future of Food
by Stephen Bonta and Tess Kallmeyer
The Natural Products Expo West is always a great place to catch the pulse of the food industry, and this year was no exception. From bold new flavors to innovative ingredient solutions, here’s a look at the biggest trends we saw—and what they mean for the future of food manufacturing.
Consumers Want More Than Just Ingredients—They Want a Story
Today’s consumers aren’t just shopping for food; they’re shopping for a mission. Family-founded brands are making waves by bringing unique perspectives to product development, from allergen-free innovations like 3 Farm Daughters’ grain-specific pastas to culturally inspired creations like “walking tamales.” Transparency and authenticity are driving purchasing decisions, making storytelling an essential part of brand identity.
Functional Mushrooms Are Sprouting Up Everywhere
Functional mushrooms continue their rise, showing up in everything from coffee and yogurt to teas and snack bars. With benefits like prebiotic fiber content and potential blood sugar regulation, mushrooms are gaining traction as consumers seek out functional foods that deliver on both taste and wellness.
Bold & Global Flavors Take Center Stage
Asian flavors had a strong presence at the show, with Indian and Korean influences leading the way. Chili crisp, curry spices, and fermented flavors are becoming pantry staples for adventurous eaters looking for authentic and bold experiences.
Hydration, But Make It Functional
The water aisle is evolving. Beyond traditional hydration, brands are enhancing their offerings with collagen, electrolytes, and other functional ingredients. Marketing strategies are also shifting, with targeted beverages catering to specific demographics like athletes, gamers, and women. Following the success of brands like Liquid Death, the category is primed for even more innovation.
Alternative Sodas Are Bubbling Up
Consumers are moving beyond traditional soft drinks, but they still want carbonation with a purpose. Functional ingredients like probiotics and fiber, as well as alternative energy sources, are shaping the next generation of sodas. With brands following in the footsteps of Poppi, the competition is heating up in this space.
Flavor Trends to Watch
- Pickle-Flavored Everything – The tangy, briny flavor is popping up in chips, dips, and even beverages.
- Truly Spicy Snacks – Consumers want heat with authenticity, not just a mild kick.
- Indulgent Snacks Without the Health Halo – Brands like Sweet Loren’s and Killer Brownie are focusing on indulgence and real ingredients, rather than marketing as ‘healthy.’
What This Means for Food Manufacturers
Many emerging brands at the expo were looking for growth opportunities, whether through acquisition or expanding into larger retailers. Ingredient sourcing and supply chain stability remain critical concerns, especially for companies scaling up production.
For businesses looking to keep up with these trends, partnerships matter. Whether it’s securing high-quality functional ingredients, ensuring on-time delivery, or streamlining sourcing, having a trusted supplier can make all the difference.
At Skidmore, we see these shifts as opportunities to help brands grow. With access to over 5,000 ingredients, strong supplier relationships, and custom logistics solutions, we’re here to help brands keep pace with evolving consumer demand.
The food industry is changing fast, and staying ahead means keeping an eye on both the trends and the solutions that make innovation possible. What trends are you most excited about?
