The Woodstock of Wellness
Expo West 2024 had it all.
From Jay Shetty promoting his new wellness drink, to Big Wave Surfer Laird Hamilton hosting a breath work and movement session (which he never turned up to, because the surf was pumping.)
But, in between all the celebrity appearances and non-appearances, Expo West reminded us why it’s still one of the premier events for natural, organic and healthy products, anywhere in the world.
This year's show brought together thousands of exhibitors, buyers, and industry professionals, eager to explore the latest trends, innovations, and insights.
Here's a rundown of the key takeaways.
Functional Foods and Beverages
Products infused with adaptogens, probiotics, prebiotics, and other functional ingredients were prominently featured. These products catered to consumers seeking specific health benefits, like improved gut health, stress relief, and enhanced immunity. Some notable products included:
Banana water
Pre-biotic juice shots
Yerba Mate in a can
Technology and Innovation
Innovation in technology was another standout theme. From AI-powered nutritional advice apps to advanced food processing technologies, the integration of tech in the natural products industry is transforming how products are developed, marketed, and consumed. Take for instance: Brightseed. A brand that demonstrated their AI-driven approach to discovering and utilizing bioactive compounds in plants to develop health-focused ingredients.
Sustainability
Exhibitors showcased a variety of eco-friendly products, from biodegradable packaging to zero-waste initiatives. Companies are increasingly aware of their environmental impact, and the show featured numerous solutions to reduce carbon footprints and promote circular economies.
Loop Mission is one brand that stood amongst the crowd. They presented an impressive lineup of upcycled food and beverage products, turning food waste into delicious, eco-friendly offerings. Essentially, they rescue perfectly good fruits and veggies that would have been thrown out for aesthetic reasons, and make delicious and healthy products from them.
Clean Beauty and Personal Care
Consumers are becoming more discerning about what they put on their bodies, not just in them. As a result, brands offering clean, transparent, and ethically sourced beauty and personal care products drew wider appeal. Especially in this anti-ageing era we’ve found ourselves in– with personalities like Bryan Johnson, the man famous for ageing backwards, now becoming household names.
Osea Malibu showcased their seaweed-infused skincare line, emphasizing natural, sustainably sourced ingredients. The brand uses seaweed because, as a superfood, it’s rich in vitamins, minerals and nutrients. Different species of seaweed can provide a myriad of results, including anti-ageing and moisturization.
Emerging Global Trends
Expo West highlighted several global trends influencing the natural products industry. This included the rise of indigenous ingredients and traditional healing practices and the growing popularity of fermented foods.
Makao brought attention to traditional African superfoods, introducing attendees to nutrient-dense ingredients like Baobab and Moringa. Their emphasis on supporting small farmers through ethical sourcing, boded well with attendees.
Wrapping up
Expo West 2024 was a testament to the dynamic and rapidly changing natural products industry. As trends continue to shape the health and wellness sector, companies that stay ahead of the curve and align with consumer values, are more likely to thrive.
But, then again, nothing’s guaranteed in this highly competitive market.
