ExpoWest 2025: new scenarios updated in “The State of Natural & Organic”.
The natural and organic food and beverage sector is constantly evolving, driven by regulatory changes, disruptive innovations and an increasingly demanding consumer. At Expo West 2025, the keynote conference “The State of Natural & Organic” offered key data and insights to guide brands’ growth in the coming years. Here are the highlights.
Impact of Policies and Regulations
Government policies are playing a crucial role in the food industry, raising awareness about ingredients and sustainability. One example is the increasing scrutiny on food dyes, such as Red #3, which is prompting consumers to read labels more closely.
Retail Media and Retail Transformation
Spending on retail media has tripled since 2021, reaching $100 billion. This shift is redefining the way consumers interact with brands and discover new products. In addition, e-commerce continues to diversify with omnichannel strategies such as social commerce, livestream shopping, mobile shopping, voice commerce, and augmented and virtual reality experiences.
Innovation and New Rising Categories
The slowdown in new product launches has stabilized, showing signs of an upturn. The most promising categories include:
- Energy and sports drinks
- Refrigerated vegetable milks
- Cold cereals
- Wellness and snack bars
- Frozen foods for breakfast
The Rise of Independent Brands
Independent brands are outpacing overall retail growth. Currently, there are 71 independent CPG brands with retail sales in excess of $100 million, representing a great opportunity for mergers and acquisitions. Expo West has established itself as the ideal venue to identify future acquisitions when brands reach sales of $100 million to $300 million.
Growth in Meat and Dairy Products
Consumer interest in meat, fish, poultry and dairy has driven sector growth to $235 billion by 2024, up 13.1%. A wave of innovation is being seen in dairy products, with a special focus on options for children.
Trends in Supplements and Personal Care
Consumers are increasingly seeking solutions for sleep, anxiety and energy. Within the supplement sector, the following stand out:
- Sports nutrition
- Herbs and botanicals
- Sleep and anxiety support
- Brain health
In personal care, growing categories include oral hygiene and feminine intimate care.
Brain Health and Integral Wellness
Brain health has become a priority, with a focus on Alzheimer’s prevention and the impact of diet on mental health. Strategies are being promoted such as:
- Sleep prioritization
- Food rich in essential nutrients
- Development of specific supplements for brain health
Biohacking and Customization
Consumers are taking control of their well-being through biohacking and the use of technologies such as wearable devices (wearables). Key trends include:
- Increased interest in supplements for hormonal health
- Use of functional ingredients such as magnesium, ashwagandha, mushrooms and colostrum
- Integration of artificial intelligence in healthcare personalization
The Future of Non-Alcoholic Beverages
Non-alcoholic beverages continue to gain popularity, with 43% of consumers reducing their alcohol consumption. Highlights:
- Euphoric drinks with adaptogens, magnesium and mushrooms
- Non-alcoholic alternatives to beers, wines and ready-to-drink cocktails
- Flavor innovations that offer novel sensory experiences
The natural and organic products industry is undergoing an accelerated transformation. Brands that are committed to strategic innovation, personalization and adaptation to new consumer trends will be the ones to lead the market in the coming years. Expo West 2025 has made it clear that the future of food and wellness is more exciting than ever.
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