It was a great year to be at the Natural Products EXPO West. With 85,000 attendees, 3500+ companies and 600 new exhibitors, it was bigger and more interesting than ever.
Last year, it seemed there were nutritional tribes vying for your dietary allegiance- e.g., paleo vs vegan vs gluten free. This year, it felt like better nutritional balance was driving product development and expansion. Now don't get me wrong, these features were still paramount but they seldom were a sole benefit for any particular product. For me, this is an encouraging sign that food is becoming simply better fuel (www.culinaryfuel.net ) for our bodies.
It was exciting to see so many new products being debuted. In some instances, there were no sales materials prepared or product information available on company websites yet. You had to be there to see and taste the products. It was a great way for marketers to get feedback and even more importantly, to encourage retailers to send their buyers to engage in dialogue with the sales staff at the conference.
The show was so large that it's tough to boil it down to only a few trends but here are some themes that stood out to me.
Plant based protein was the mantra
As higher protein has become a major health trend, vegans and vegetarians are faced with how best to get the additional protein in their diet. A multitude of companies have stepped up to solve this issue for them and the range of ingredients used to deliver against this goal was plentiful at the show (e.g., soy, nuts, flaxseed, sunflower seeds, whey and hemp). There were surrogates for all types of meat, poultry, fish, eggs and dairy. It has never been easier to be vegan or vegetarian.
Natural Sweeteners
Sugar has always been a health issue but recent backlash against refined white sugar has opened up the door to a lot of other alternatives. Honey and maple syrup have been well known substitutes but now dates as well as coconut and monkfruit sugars were being touted as healthier choices. Found to be low on the glycemic index, these alternatives provide slower metabolism of the sugar, a positive option for everyone but especially for diabetics.
Healthier Convenience Foods
Millennials are both busy and demanding of their food so it comes as no surprise they want convenience foods with a healthier bent. The most basic of single serve meals - ramen and mac 'n cheese - were now available in healthier forms. New ideas in heat and eat meals brought healthier choices for vegans and vegetarians too.
Korean and Indian cuisines
The influence of both Korean and Indian cooking was evident in flavors, ingredients and finished products. Turmeric, curry and chickpeas have found their way across a wide range of categories from beverages to snacks to sauces and prepared foods. Korean BBQ sauces and kimchi have become favorites and there were a number of offerings.
PRE and PRObiotics
Millennials have put better gut health on the map with their interest in kombucha and other fermented products. The yogurt category is exploding and with it, an awareness of the role of 'live' cultures in your diet. Enter 'prebiotics,' a necessary partner to making probiotics work. What they are will remain as mysterious as probiotics but the goal is to help educate consumers they are necessary. Communicating they are a one-two punch will be critical so no one thinks it's just a typo when they see the word. Several bars and beverages were already touting this and it is likely to continue its rollout.
There were many fun and potentially big ideas. But only time will tell which will be the start of a trend or simply flame out as a novelty.
Here are a few that got my attention. What do you think? Trend or novelty?
Last year, it seemed there were nutritional tribes vying for your dietary allegiance- e.g., paleo vs vegan vs gluten free. This year, it felt like better nutritional balance was driving product development and expansion. Now don't get me wrong, these features were still paramount but they seldom were a sole benefit for any particular product. For me, this is an encouraging sign that food is becoming simply better fuel (www.culinaryfuel.net ) for our bodies.
It was exciting to see so many new products being debuted. In some instances, there were no sales materials prepared or product information available on company websites yet. You had to be there to see and taste the products. It was a great way for marketers to get feedback and even more importantly, to encourage retailers to send their buyers to engage in dialogue with the sales staff at the conference.
The show was so large that it's tough to boil it down to only a few trends but here are some themes that stood out to me.
Plant based protein was the mantra
As higher protein has become a major health trend, vegans and vegetarians are faced with how best to get the additional protein in their diet. A multitude of companies have stepped up to solve this issue for them and the range of ingredients used to deliver against this goal was plentiful at the show (e.g., soy, nuts, flaxseed, sunflower seeds, whey and hemp). There were surrogates for all types of meat, poultry, fish, eggs and dairy. It has never been easier to be vegan or vegetarian.
Natural Sweeteners
Sugar has always been a health issue but recent backlash against refined white sugar has opened up the door to a lot of other alternatives. Honey and maple syrup have been well known substitutes but now dates as well as coconut and monkfruit sugars were being touted as healthier choices. Found to be low on the glycemic index, these alternatives provide slower metabolism of the sugar, a positive option for everyone but especially for diabetics.
Healthier Convenience Foods
Millennials are both busy and demanding of their food so it comes as no surprise they want convenience foods with a healthier bent. The most basic of single serve meals - ramen and mac 'n cheese - were now available in healthier forms. New ideas in heat and eat meals brought healthier choices for vegans and vegetarians too.
Korean and Indian cuisines
The influence of both Korean and Indian cooking was evident in flavors, ingredients and finished products. Turmeric, curry and chickpeas have found their way across a wide range of categories from beverages to snacks to sauces and prepared foods. Korean BBQ sauces and kimchi have become favorites and there were a number of offerings.
PRE and PRObiotics
Millennials have put better gut health on the map with their interest in kombucha and other fermented products. The yogurt category is exploding and with it, an awareness of the role of 'live' cultures in your diet. Enter 'prebiotics,' a necessary partner to making probiotics work. What they are will remain as mysterious as probiotics but the goal is to help educate consumers they are necessary. Communicating they are a one-two punch will be critical so no one thinks it's just a typo when they see the word. Several bars and beverages were already touting this and it is likely to continue its rollout.
There were many fun and potentially big ideas. But only time will tell which will be the start of a trend or simply flame out as a novelty.
Here are a few that got my attention. What do you think? Trend or novelty?
| ZenBasil (#zenbasil) beverages promise more nutrition than chia. Touting prebiotics, fiber, electrolytes and antioxidants, they are packed with nutritional benefits. They have the same texture as beverages with chia so it's not something you gulp down quickly. Packaged in glass bottles and available in 4 flavors - Healthy Greens, Touch of Honey, Strawberry and White Gummy. |  |
 | Jada Spices Chicken Salt (#jadaspices #chickensalt #jadaspiceschickensalt) was the foundation of a line of vegan salts that bring the savory appeal of chicken to vegans. Two enterprising young guys, one American and one Aussie, teamed up to bring this Aussie favorite to the U.S. The latest addition to their line, Turmeric Salt, received a lot of interest while I was at their booth. |
The Jack Fruit Company introduced Jackfruit Bowls (#jackfruit), a very interesting vegetarian meal solution. Jackfruit was new to me and to see a fruit used in a savory way initially seemed like a disconnect. It didn't help that the fresh sample of the fruit they were showing wasn't particularly appetizing. But after sampling it, I was impressed by its hearty texture and mild flavor that blended well with the other things in the mix. It felt like I was eating meat.
Varieties included Enchilada, Teriyaki, Pasta and Curry.
Varieties included Enchilada, Teriyaki, Pasta and Curry.
 | Pitaya Plus (#pitayaplus) had both frozen cubes and smoothie packs to enjoy the sweet taste and brilliantly natural fuschia color of Dragon Fruit. The color of the product is so eye catching that it's almost hard to believe it is natural. But it definitely is and seems like something worthy of anybody wanting to entice customers and guests alike. Pitaya Dragon Fruit is sustainably grown, organic and boasts many nutritional claims - e.g., good source of potassium and magnesium and high in fiber. |
Pan's Mushroom Jerky (#pansmushroomjerky) was a mushroom snack that delivers on taste and texture. It is soft and flavorful, offering a nice blend of real shiitake mushroom flavor with the complementary seasoning.
Available in 4 varieties - Original, Zesty Thai, Applewood BBQ and Sea Salt & Pepper. It promises to help mushrooms enjoy their growing healthful image.
Available in 4 varieties - Original, Zesty Thai, Applewood BBQ and Sea Salt & Pepper. It promises to help mushrooms enjoy their growing healthful image.
All the refrigerated Remedy Smoothies (#remedysmoothies) were appealing in color and flavor but the natural beauty of the blue spirulina was exceptionally intriguing. With a protein rich almond milk base, it delivers nutritionally as well.
Annabella Water Buffalo Yogurts (#annabellayogurts) were deliciously smooth and creamy. They also made a Dulce de Leche that was similarly over the top in its satiny texture.
| The quality of vegan butters and cheeses continue to impress. Last year, I was wowed by the quality of Miyako's and Field Roast products and they continued to exhibit their stellar lines of vegan cheeses, butter and some heat and eat products. Medlee Foods (#medleefoods) introduced Seasoned Vegan Butter cubes that offered a convenient cooking solution for vegans. Available in 4 flavors - Sun Dried Tomato, Roasted Garlic, Lemon Basil and Pesto. |  |
Squbes (#squbes) was a tasty bitesize snack in both savory and sweet flavors. Created in Ireland, these crispy treats pair well with both cold and hot beverages and the beautiful package graphics will draw you to it on the shelf.
The six flavors include Sea Salt & Cracked Pepper, Kale, Pumpkin Seed & Lemon, Smokehouse Barbecue, Blueberry, Cranberry & Vanilla, Dark Chocolate, Coconut & Sea Salt and Caramel, Almond & Sea Salt.
The six flavors include Sea Salt & Cracked Pepper, Kale, Pumpkin Seed & Lemon, Smokehouse Barbecue, Blueberry, Cranberry & Vanilla, Dark Chocolate, Coconut & Sea Salt and Caramel, Almond & Sea Salt.
Green Chickpea Superfood Bowls from Vana Life Foods (#vanalifefoods) were a flavorful and convenient meatless meal solution. Not only are the varieties interesting, they are packaged in an innovative heat & eat pouch that converts into a bowl.
The 4 flavors include Chipotle Black Bean, Coconut Lime, Kale & Potato and Coconut Chimichurri.
The 4 flavors include Chipotle Black Bean, Coconut Lime, Kale & Potato and Coconut Chimichurri.
For those looking for high protein dairy options without the tart taste of yogurt, there were several good creamy cheese options. No Curd Lowfat Creamy Cottage Cheese (#nocurd) delivered the benefits of cottage cheese with a creamy texture, making it easier to eat as a snack or to spread on a bagel or a sandwich. It packs in 21 g of protein in just 130 calories. Yooli Cheese Creme (#yoolicheesecreme #yoolifoods) was a farmer's cheese that also offered a lowfat and creamy alternative to yogurt or cream cheese.
| Fatworks exhibited a line of Premium Cooking Oils (#fatworks #fatworkscookingoils) that might seem better suited for a gourmet food show but they are made with the same care one would want from a natural products company. They satisfy the paleo diners but they offer wonderful flavors for cooking for the rest of us too (Duck fat fries anyone?). Other varieties include Grass-Fed Ghee, Pasture Raised Goose Fat, Goat Milk Ghee, Buffalo Tallow Premium Cooking Oil, Chicken Fat Premium Cooking Oil, Lamb Tallow Cooking Oil, Pure Lard Cooking Oil, Leaf Lard Cooking Oil, Pure Tallow Cooking Oil and Wild Boar Cooking Oil. |  |
It was a great show this year and I'm very excited to see these products hit the shelves. While natural and clean labels remain important, the complexity of formulation this year made for both a more interesting and nutritionally robust set of products. Whether you are a meat eater or not, gluten averse or not, lactose intolerant or not, there are a myriad of good tasting choices for you.
Good marketing is needed to both educate and promote each of these benefit-driven products. The competition is not for the faint of heart – but all the entrepreneurs I met at the show demonstrated the commitment and passion to propel their businesses forward. I look forward to seeing all of them succeed.
Joanne Haase is the Principal of the Haase Consulting Group, a strategy and research consultancy that specializes in consumer products. Learn more at www.HCGMarketScope.com
Good marketing is needed to both educate and promote each of these benefit-driven products. The competition is not for the faint of heart – but all the entrepreneurs I met at the show demonstrated the commitment and passion to propel their businesses forward. I look forward to seeing all of them succeed.
Joanne Haase is the Principal of the Haase Consulting Group, a strategy and research consultancy that specializes in consumer products. Learn more at www.HCGMarketScope.com
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