From Mushrooms to Magnesium: The Biggest Trends at The Natural Products Expo West 2025

The Natural Products Expo West took place from March 4-7, 2025, bringing together thousands of brands, retailers, and industry leaders. Among them was Jurij Hirniak, from Tastewise’s enterprise sales team, who explored the latest food and beverage trends, from supplements designed for GLP-1 users to the growing influence of AI.

With consumer demand shifting toward functional wellness, sustainability, and AI-driven innovation, the natural food expo provided a glimpse into where the industry is headed next.

AI’s Growing Impact on the Food Industry

One of the most discussed topics at Natural Products Expo West was AI in natural foods. From keynotes to conversations on the expo floor, AI was positioned as a game-changer for product development, marketing, and compliance.

“Everyone’s looking to figure out the best way to leverage AI within the industry,” Hirniak noted. 

There were three or four keynotes dedicated to it, covering everything from industry insights to compliance and governance. Brands are recognizing that AI is not just a futuristic tool but a necessity for staying competitive. It’s permeating everything—packaging, marketing, trend analysis. Everyone’s looking for the best way to integrate it into their processes.

Supplements and GLP-1 Support Take Center Stage

The supplements category saw major momentum, particularly with products designed to support GLP-1 users. With medications like Ozempic reshaping consumer behavior, brands are developing solutions to help manage side effects like gut issues, muscle loss, and energy fluctuations.

Hirniak pointed out that magnesium was a key ingredient across many new supplement formulations.

“A lot of these brands and supplement companies are developing solutions to support dietary needs—helping manage the side effects more naturally than by additional medication,” he explained.

Want to explore how GLP-1 is influencing food and beverage trends? Tastewise has released a dedicated report on the topic. 

Mushroom-Based Products and Nootropics Gain Popularity

The demand for functional ingredients continues to grow, with mushrooms playing a leading role. Across the natural food expo, mushroom-based products appeared in everything from nootropic drinks and powders to coffee alternatives and oils. The trend highlights a growing consumer focus on cognitive health, stress management, and natural energy sources.

“We’re seeing mushrooms in everything these days,” Hirniak noted, emphasizing their increasing presence in the functional food space.

Wellness Beverages and Functional Seltzers Expand

The wellness beverage market continues to evolve, with seltzers and teas standing out as competitive categories. Brands are pushing beyond simple hydration, incorporating probiotics, adaptogens, and protein into their formulations to meet the demand for functional, better-for-you drinks.

With many brands vying for shelf space, differentiation has become key. Some are introducing nootropic teas, while others focus on low-sugar, high-protein seltzers to attract health-conscious consumers.

Dairy Innovation and Chobani’s Role in the Category

While plant-based alternatives continue to thrive, dairy innovation was another standout theme at Natural Products Expo West. Brands are pushing the boundaries of what dairy can offer, from high-protein formulations to non-dairy alternatives made with sheep’s milk and other novel bases.

“Seeing what Chobani was doing was very interesting,” Hirniak noted. “There was a huge uptick in that particular type of innovation.”

Chobani has long been a leader in the dairy space, and its continued expansion into high-protein and functional dairy products highlights the growing consumer demand for nutrition-packed, versatile options.

As the dairy industry evolves, brands are looking beyond traditional yogurt and milk alternatives to create products that emphasize protein, gut health, and sustainability—a trend that is expected to shape the category moving forward.

Plant-Based Meat Sticks: A New Snacking Trend

While plant-based products are nothing new, their expansion into high-protein snack formats is gaining traction. Meat sticks—both traditional and plant-based—were a major presence at the expo, signaling the growing demand for portable, protein-rich snacks.

Whether grass-fed, sustainably sourced, or entirely plant-based, these products highlight how brands are innovating to meet evolving consumer needs.

Sustainability and Locally Sourced Foods Gain Momentum

Sustainability remains a driving force in the industry, with brands emphasizing regenerative agriculture, locally sourced ingredients, and clean-label formulations.

Brands like GoodPop and Simple Mills are making sustainability their primary messaging, Hirniak noted.

Consumers are looking beyond organic certifications, prioritizing brands that support local farmers and reduce their environmental impact.

The Fierce Competition Among Brands at Natural Products Expo West

With thousands of brands spread across multiple categories, the competition at Natural Products Expo West was intense. From emerging startups to established industry leaders, every brand was vying for attention, eager to secure retail placements and expand their market presence.

“The competition is just fierce,” Hirniak observed. “You could feel it on the floor—brands are working hard to get into retailers, maintain their shelf space, expand their shelf space, and increase basket size when consumers are at these retailers.”

For many brands, the challenge wasn’t just about standing out—it was about staying in. The fight for shelf space is ongoing, with brands not only needing to differentiate their products but also prove their value to both retailers and consumers.

“You could tell founders and marketing teams were acutely aware of how competitive their categories are,” Hirniak added.

This competitive atmosphere was particularly evident in high-growth categories like functional beverages, supplements, and plant-based products, where brands are racing to capture consumer demand before trends peak.

At an event as dynamic as Natural Products Expo West, one thing was clear: brands that can anticipate market shifts and leverage data-driven insights will have the best shot at securing their place in an increasingly crowded industry.

What’s Next for Brands?

With consumer trends shifting rapidly, brands must move beyond trend-chasing and build smart, data-backed strategies. Understanding where a trend is in its lifecycle—whether emerging or already mainstream—can make the difference between leading the market and playing catch-up.

It’s one thing to ride the wave, but it’s another thing entirely to build a comprehensive go-to-market strategy around that, Hirniak emphasized.

AI-driven insights will be crucial in helping brands identify which trends align with their identity and how to best capitalize on them.