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NATURAL PRODUCTS EXPO WEST

NATURAL PRODUCTS EXPO WEST

Anaheim –March 4-8, 2024

NEWSLETTER OVERVIEW

What is Expo West?
2024 Product Trends
Meals and Components
Sauces, Dips, and Ingredients
Meat
Snacks
Vegan
Bakery
Beverage
Health and Wellness
Desserts
Other

WHAT IS EXPO WEST?

Natural Food and Product Show held annually in Anaheim, California
Attended by over 65,000 attendees in 2024
Over 3,300 displaying exhibitors in 9 halls
Show has changed over the years from a show that offered vendors a place to demonstrate a wide range of natural products from food, to nutraceuticals, to cosmetics, to clothing, to exercise programs, to books, to self-help gurus. Now the show has transitioned to mostly natural and organic food, nutraceuticals, cosmetics, beverages and ingredients, but not entirely, as premium quality conventional products are also shown
Companies from across the globe travel there to market their products as the event is attended by buying teams from every major US or Canadian food retailer
Every year the show takes over that section of Anaheim, as not only is there a huge wave of attendees, but a lot of them bring their families who get to spend the day at Disneyland right next door
Every year the organisation gets better and better, as it needs to so they can handle the volume of attendees
Costs to attend range from $125 for Students to $1,350 for Industry Vendors

HOW EXPO WEST DESCRIBE THEMSELVES

This event is the ultimate gathering for natural and organic professionals, featuring emerging and pioneering brands. Attendees can explore new products, network with industry peers, and participate in top-notch education and events. It’s an exciting opportunity to discover the latest trends and innovations in the natural products industry!
If you’re passionate about health, wellness, and sustainable living, mark your calendar for this empowering event. Whether you’re a brand representative, retailer, or simply curious about natural products, Expo West promises inspiration, connection, and valuable insights.

HALL OVERVIEWS

Hall A: Natural & Specialty Foods
Hall B: Natural & Specialty Foods/Organic
Hall C: Lifestyle
Hall D: Supplements
Hall E: Natural & Specialty Foods Arena
North Hall Level 100: Hot Products
North Hall Level 200: Hot Products
ACC Halls A-E & Arena ACC – Level 3: Hot Products
Fresh Ideas Organic Marketplace

OUTDOOR AND INDOOR - AN IMMERSIVE EXPERIENCE

2024 Product Trends

GENERAL COMMENTS

With over 3,300 exhibitors, we saw a broad range of products and flavours.
Market positioning was extremely competitive as each company was offering their take on the next hot trend and product experiences varied widely.
General trends we picked up on was the growth of what we like to call “Clean Label”, but it went further than that to what we like to call “Kitchen Label”, familiar ingredients that can generally be found around the home.
Organics were extremely strong and was almost becoming an accepted requirement for several categories to even be playing in the market.
Impact of tight financial times was seen as a noticeable number of booth positions were booked and then left empty.
Vegetarian seems to have found the bottom and the strongest companies were exhibiting again. The market will grow from here and maybe in different directions from the present chicken, beef and pork analogues.
Infused Waters were everywhere again. What they were infused with ranged from nutraceutical ingredients with purported lifestyle benefits, herbs and trace ingredients that improved everything from improving your brain effectiveness to sleeping times to improving your resistance to colds and flu.
A few companies were marketing water pulled from the air, amazing.
Flavours were all over the place. I perceived a tightening of offerings to more familiar, but there were still wild combination flavours that really worked. Most seemed to be strong, bold and not subtle. The flavours were mostly mainstream accessible and most really delivered on their name were in your face. Lots of innovation with familiar flavours in unfamiliar products.

GENERAL TRENDS IN OTHER AREAS

Really interesting growth in mushroom based or featured products. The growth of myco proteins has been slowly happening and this year stands right beside pea, wheat and soy as an accepted source of vegetable protein.
The general desire for a reduction in drinking alcohol trend has led to many new companies offering alcohol free wines, beers, mixed drinks, spirits, martini’s, etc.
Odd thing we noticed was an increase in packaging for a lot of products. The refuse bins were overflowing with packaging almost everywhere. This doesn’t seem to be the actual product, but more than likely the packaging retailers demand for ease of shelf restocking. The two issues seem to be in conflict.
Getting back to waters, previous years it was all about what glacier or volcano the water was bottled from. This year it seemed to be about value added waters whether it be healthful components added to the water, to environmentally responsible ways of producing it, to producing water out of the air in area without substantial potable water reserves.
There were also flavoured water additives. Instead of buying and shipping a bottle across the country, a few drops give you the full flavour experience. Great mixing of flavour, environmental concerns and ease of use.
More international companies from Mexico, Europe and New Zealand. A decent number from Korea, Japan and Malaysia as well.

NEED TO BRING ELBOW PADS

Huge crowds continued with additional first day show floors helping to spread out the crowds. Only helped slightly. Attendees were from around the world, but heavily focused on the Western US.
General comments were always about how crowded the show floors were.
Exhibitors were also from around the world and more focused on Western US, but a surprising number used this show to launch their products. The products had never been seen before and many were only available on the selling company’s website.
Organics remained strong with a special venue to display the products and many exhibiting booths drawing attention to this fact.

Meals and Components

MEAL KITS

Continued and expanding interest in the Meal Kit or full Entree Market
Products offered ranged from component parts to complete ready to heat and eat products
It was great to see a wider variety of options than were previously offered
Interesting flavours and regional offerings seemed to predominate
Higher quality products appeared to be on the rise. These seem to be selling better and a big part of a growing segment
There were frozen, refrigerated and growth in the HPP foiltype gable packages that do not require refrigeration
Meals were made from a wide variety of different protein sources and very interesting vegan offerings that were not meat analogues
Flavour, nutrition and ease of preparation were important features
A lot of choice and very exciting packaging graphics

DELICIOUS MEAL KIT COMPONENTS

New flavours that make creating a meal easier

HEALTHY CONVENIENCE AND TRADITIONAL FAVOURITES

Taste options and great packaging

FLAVOURED RICE AND RICED VEGETABLES

Very flavourful and interesting components

CULTURAL OPTIONS READY TO HEAT AND SERVE

Growth in non-refrigerated options

EASY TO PREPARE

Companies operating in a both meat and vegetable areas

HIGH QUALITY IN FROZEN AND DRIED

Great visuals and flavours

ORGANIC AND ANCIENT GRAIN NOODLES

Exciting Flavour and Nutritional Benefits

EFFORTS TO OFFER RESTAURANT EXPERIENCE AT HOME

Convenient and reduced costs were assumed

GREAT FROZEN VEGETABLE CHOICES

Ready to make any meal great

GLUTEN FREE AND HIGH PROTEIN, HEALTHY “PASTA”

Sauces, Dips and Ingredients

GROWTH IN INGREDIENTS, COMPONENTS AND SAUCES

A lot more ingredient companies were at the show this year, mostly selling to other exhibitors
Very strong growth in the sauce area, with strong and bold flavours
Easy category to enter as almost everything was co-packed
Lots of personal identity with products
Ingredients were still focusing on nutritional, healthy, nutraceutical areas
More functional ingredient companies were present
Lots of spice and flavour companies from organic spices to huge players like Givaudan, IFF and ADM
Encapsulation companies, co-packers of pills and potions and cultures
Focus in many areas on reducing potentially harmful allergens

FANTASTIC NEW LINES OF SAUCES WITH REAL FLAVOUR

Bringing Asian into the Mainstream

CULTURED LIVE PROBIOTIC CHILI SAUCE

Flavour and Health combined

POWDERED PEANUT BUTTER AND SESAME SEEDS

Easy to use and longer shelf life

FERMENTED PROTEINS AS WELL

Interesting healthful sub-trend

GLUTEN – FREE WAS VERY NOTICEABLE

Lots of new products and technologies on display

PREMIUM OFFERINGS FROM SALAD TOPPERS TO SALSA’S

Lots of creative flavours

DDING NEW FLAVOURS TO EVERYTHING

From Honey to Hot Sauce, New and Bold was the key

NEW CONCEPT 0F PERUVIAN STYLE HOT SAUCES

Fantastic flavours, not hot but robust

CLEAN LABEL, PREMIUM SAUCES

EXCELLENT LINE OF HOT SAUCES

Already supplying a line that includes a Hot Honey

REALLY INTERESTING FLAVOURS WERE SEEN

Meat

MEAT PRODUCTS

Continued growth in the selection of meat products on display
Lots and lots of meat sticks, less so jerky
Clean label and organic were prominent on the labels
Very premium products
Excellent packaging and displays. Interesting use of barcoding that when scanned allowed a lot more information on source/ region/ farm where the meat came from
Only one company still pushing 50/50 products most were clean label and had great taste
Also, companies were strong regional players and tended to be vertically integrated

HIGH QUALITY, EXCELLENT VISUALS IN PRODUCT PACKAGING

Promotes sense of value

CLEAN LABEL AND ORGANIC

High quality Snack Sticks

FOCUS ON REDUCED ENVIRONMENTAL IMPACT

Also, unapologetic great taste

NEW MEAT SNACK IDEAS – BEEF, TURKEY AND CHICKEN WERE STRONG

Also, some were catering to children with sweeter flavours and smaller sizes

Snacks

SNACKING CONTINUES TO GROW

Focus is on flavour, nutrition and sustainability, Healthy options continue to take center stage
Bold flavours and unafraid to experiment
Almost every case delivered on product name
Arms race in heat levels (needed gloves to touch some)
Names were aggressive as well (used as descriptors), scorching, explosive, fiery, burning, etc.
More ethnically diverse flavours, with leaning towards Central America and Asia
Great concepts, new ways to deliver the eating experience
Added protein in a lot of cases to become light meals “Ozempic Influence”

HEALTHY AND STRONG FLAVOURS

Convenient and Interesting

SWEET COFFEE SNACKS AS WELL

Interesting sub-category

LOTS OF CHOICE IN SALTY AND SAVOURY

Flavour choices did get a bit extreme

GREAT TASTING TRADITIONAL SNACK FOODS

Normal flavours in new uses taste great!

NEW FLAVOURS, NEW CONCEPTS

This is what Expo West is all about

HEALTHY SNACKING WASN’T LEFT BEHIND

Great flavours in a convenient solution

EXCELLENT SELECTIONS OF BETTER FOR THE WORLD

RE-INVENTING AN OLD FAVOURITE

Add flavours and heat to old products and renew them

TOPPERS FOR POPCORN AND FLAVOURED PROTEIN POPPERS

MORE “NATURAL” POPCORN AND HEALTHY PROTEIN PUFFS

PEANUT PUFFS

Amazing niche market product

NEW FLAVOURS AND TRYING TO DEVELOP A NEW STYLE OF SNACKING

UMAMI AND MORE PROTEIN BETTER FOR YOU SNACKS

AN OLD FAVOURITE WITH NEW FLAVOURS

HEALTHY SNACKING

With strong flavours

REAL CHEESE PUFFED FOR CONVENIENT EATING

FROM GREAT TASTING TO RIP YOUR HEAD OFF HEAT

Snacking had it all

Vegan

VEGAN COMPANIES DISPLAYING

Changes in the category were very obvious

A substantial decrease in the number of players versus last year
Missing were Daiya, Beyond, Yves, Gardein, some of the Asian and South American companies
Great new technology was being shown in seafood emulation. Vivid colours and great particle definition. Konquest really stood out.
Small increase in non-meat analogues
Flavours were about the same as historical
Reduced number of novel protein products (nuts, seeds)
Increase in vegan meal kits and frozen meals. Excellent flavour, appearance and textures.
General concern about Impossible Foods marketing campaign. Challenging the FDA rules makers.
Still, lots of smaller company entrepreneurs marketing products with varying levels of quality and success

NOVEL PROTEIN SOURCES WERE BEING MARKETED

Combining Organic with Soy and Wheat - free

ITALIAN BURGERS NOT TRYING TO EMULATE MEAT FLAVOUR

Very nice product texture and flavour

THEIR MEAT ANALOGUE BURGER WAS PEA-BASED

Similar to most on the market

EXCELLENT SEAFOOD ANALOGUES

Yves Potvin’s latest effort

LOTS OF WORK DONE TO GET GREAT VISUALS

HUGE BOOTH FOR IMPOSSIBLE

Real concern in the industry about new branding strategy

CAME ACROSS AS ALMOST DESPARATE

Loud music dancing staff, questionable marketing ploy

VERY GOOD PLANT-BASED BACON

Super strong smokey bacon flavour that lasts and lasts and lasts and lasts

MORE INFORMATION ON THE VEGAN BACON

NEW VEGAN LUNCHEON MEAT COMPANY FROM COLUMBIA

GOOD TEXTURE AND VERY REALISTIC FLAVOUR

Soy-based technology

Bakery

NOT MUCH NEW IN BAKERY

Number of bakery companies displaying products was down this year
A few gluten-free cake and pastry products, some bread companies
Gluten-free trend seems to be waning
Most efforts were on organic
Not a lot of creativity on flavours or inclusions

SNACK BARS

Great taste and balance between health and dessert

SNACK BARS

Great taste and balance between health and dessert

CLEAN LABEL AND INTERESTING SAVOURY PANCAKE

LARGE GLUTEN FREE BAKERY FROM CANADA

Had a wide range of products on display, texture and flavour were great

BEVERAGE

By far the largest category
Trending down substantially were waters from exotic locales
Large upswing in products offering lots of physical and mental benefits
Lots of flavoured waters, most referencing Bubly water as the target
Decent increase in non-alcohol based adult beverages. Beers, wines, spirits, mixed drinks bases being marketed similarly to standard products.
Most innovative products were two companies marketing water pulled from the air
Spectacular packaging and displays, were the norm
Lots and lots of claims were being made for beverages
Products were being sold with almost medicinal benefits
Large number of products being shown for the first time at this show
Some products are only purchasable online

COFFEE, MUSHROOM AND HOP BASED PRODUCTS

The creativity was incredible

INTERESTING PRODUCT AS TO THE GRAPHICS AND DISPLAY

Excellent packaging

LOTS OF DIFFERENT APPROACHES

Many offering functional benefits

ADULT DRINKS FOR KIDS, KIDS DRINKS FOR ADULTS

With adaptogens!

WATER DERIVED FROM FRUIT AND EMOTIONAL BENEFIT DRINKS

Some of the claims were a stretch to believe

YOU CAN IMPROVE YOUR MOOD AND LIFE, JUST WITH A DRINK

Amazing claims

SPARKLING WATERS AND A DRINK THAT CAN MAKE YOU SPARKLE

Excellent packaging

GREAT NAME, COCKTAIL MIXERS WITH INTERESTING FLAVOURS

Can be consumed straight as well

METABOLISM AND MOOD - ALTERING DRINKS

You can boost yourself or calm yourself in a can

WATERS WITH BENEFITS FROM THE SEA

Collagen and sea moss and a product approved be Neptune the God

SODAS ARE NOT JUST SUGARY DRINKS ANYMORE

They are good for you and boosts your energy!

LOTS OF CHOICE FROM ALCOHOLIC DRINKS TO PROTEIN WATERS

THE CLAIMS OF SOME PRODUCTS ARE A BIT FANTASTIC

Flavoured soy milks in cans were very interesting as new method of protein delivery

ENERGY WATER, FIBRE WATER AND WATER FROM A VOLCANO

NEVER SEEN BEFORE

Does not taste like you would think it does

NON-ALCOHOLIC ADULT STYLED PRODUCTS

Interesting marketing efforts

THREE DIFFERENT STYLES OF MARKETING

Each product making different claims

DAIRY REPLACEMENT PRODUCTS WERE ON THE RISE

Generally tasted very good

IN YOUR FACE MARKETING EFFORTS

All products were decent to try

FUN MARKETING EFFORTS

Mushroom drink may be playing off magic mushrooms

CORN PROTEIN-BASED MILK PRODUCTS

EMPOWERMENT AND CHUCK NORRIS WATER

Going for the macho customer

SAVOURY WATERMELON WATER

Amazing idea

WATER PULLED FROM THE AIR IN BAJA MEXICO

Uses solar power to create the electricity required

Health and Wellness

ALL ABOUT CLAIMS

Interesting products and most are making claims that we can’t in Canada
Decrease in protein bar offerings
Very few powdered protein shakes as compared to previous years
Not many CBD based products being shown. Drastic change from 5 years ago.

HEAL WHILE YOU EAT AND PRODUCTS TARGETED FOR WOMEN

BOOSTING YOUR WHOLE BODY!

VERY PREMIUM LINE OF HEALTHFUL PRODUCT

Broad range of offerings. Not new but real good flavour and nutritionally balanced.

HEALTH IMPROVING PRODUCTS

Very targeted customer

NEW APPROACH TO PROTEIN BARS BY ADDING VITAMINS

NEAT CONCEPT OF SMOOTHIE IN A BOWL WITH ATTRIBUTE INGREDIENTS

ENERGY BARS WITH DIFFERENT ATTRIBUTES

Black Beverage?

NOT GOOD ENOUGH TO BE FRUIT JUICE ANYMORE

There were a number of vendors adding benefits to fruit juices beyond vitamins

DESERTS

Decadent and Sweet product offerings, increasing every year

Some excellent products like a home – made Churro kit with fillings, stuffer, former and powder to make the dough. Really a fantastic concept.
More and more chocolate bars and chocolates being shown. All had good reach in the marketplace and were doing well.
A lot of the products were targeting the premium dessert experience
A fun category, but not a lot of choices this year. Previous years had more exhibitors.

JUST VERY GOOD PRODUCTS WITH GOOD POINTS OF DIFFERENTIATION

VEGAN MILK CHOCOLATE

Also note Fair Trade, Organic and Certified Vegan labels

FREEZE DRIED CHOCOLATE CANDIES AND VEGAN ICE CREAM

Both were very good

CHURRO KIT DRIFTED INTO HOT SAVOURY TOPPINGS

The truffles were very good

HEALTHY WITH A GREAT TASTE

VERY PREMIUM CHOCOLATE CANDY

Beautifully balanced flavour – A real standout

DIFFERENT FLAVOURS BEING OFFERED

HEALTHY COOKIE MADE WITH WATERMELON FLOUR

Very similar taste to airplane snack cookies

LOTS OF GOOD FOR YOU AND GOOD FOR THE PLANET MESSAGING

DAIRY LIKE PRODUCTS

Other

A NEW TREND SEEN AT THE SHOW, WAS FLAVOURED HONEYS

MENTAL ACUITY SHOTS

Not available in Canada

WHY SHOULD YOU WORK WITH HELA SPICE?

R&D Team experienced in many different product categories
Ability to create products based on customers’ ideas
Ability to bring new product ideas and fully developed concepts for customer review
Real plant production experience that enables Hela Spice to create an easy to produce system of blends and raw materials including processing instructions, to make processing simple for companies
We can adapt procedures to best utilize available plant processing equipment

CONNECT WITH US

Have a product idea? Tell us all about it and your search for the perfect ingredients. Find it all at Hela Spice. Let’s talk about your next best-seller.