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More than 65,000 industry professionals visited Natural Products Expo West at the Anaheim Convention Center last month where 3,300+ exhibitors showcased the latest and greatest new items. Innovation was everywhere! For those who missed the show — or whose feet gave out before they made it to the end — we’ll share our observations on key trends and hot new products. Pull up a chair!

THE CHANGING FACE OF PLANT-BASED

Plant-based remains a popular trend, but industry observers say they detect a change in how such products are marketed. In many cases, they report, manufacturers are leading with attributes other than plant-based — especially great taste — suggesting that vegan and vegetarian products are for everyone as long as they meet their expectations. (Dare we call them “mainstream”?) The fact that a new item is free of meat and dairy is just one product feature, not the main selling point. From ice cream to hot dogs and cookie dough to chicken nuggets, taste is what it’s all about.

The fact that a new item is free of meat and dairy is just one product feature, not the main selling point.

Part of that shift can be attributed to the growing number of flexitarians, who often have different motivations for eating plant-based than committed vegans and vegetarians. As a result, manufacturers say that they’re seeing changes in demand. For example, Los Angeles-based Daring Foods is adding a pair of vegetarian options to a line of plant-based chicken bowls that, until now, was 100% vegan. Head of retail sales Mark Trythall says that 90% of frozen entrees include dairy. “So more people are interested in giving up meat, not cheese.” He adds that the percentage of consumers who identify as vegans or vegetarian has changed very little over the past several decades. But the number of flexitarians who eat plant-based sometimes has skyrocketed.

As a result, Bayside, Calif.-based allergy friendly dessert maker Raised Gluten Free recently added its first non-vegan item as well. The result of repeated requests from retailers, the company’s new gluten-free pumpkin pie is made with eggs and dairy so it tastes more like grandma used to make, says company co-founder and “pie boss” Rosa Dixon. While people who eat gluten-free often don’t have a choice, she explains, many of them have no problem with animal products. “There are still plenty of plant-based diehards, but maybe the vegan trend has run its course,” she adds.

‘Many meat substitutes solve for animal welfare and the planet, but not health. We’re seeing people already in the category swapping out ‘meat mimics’ for truly veggie-forward foods.’

GROWING APPETITE FOR VEGGIES

Another shift among plant-based consumers is described by Andy Reichgut, CEO of Saddlebrook, N.J.-based Dr. Praeger’s, who sees folks who want to eat less meat moving away from meat analogs in favor of more veggie-forward foods. “Many meat substitutes solve for animal welfare and the planet, but not health,” he explains. “So we’re seeing people already in the category swapping out ‘meat mimics’ for truly veggie-forward foods” like Dr. Praeger’s has offered for years. In fact, he says, especially since the company addressed consumer complaints around veggie burger texture with a new crunchy option, sales of veggie burgers have been on the rise. Now that people have a more palatable option, “They’re going back to what they know is good for them: vegetables.”

Chicago-based Conagra is jumping on that trend as well with two new meals — Vegetable Tikka Masala and Sweet & Sour Cauliflower — under its vegan Purple Carrot brand where “veggies are the hero.” The company also offers a full line of Gardein Ultimate Plant Based Bowls made with Gardein meat substitutes that are favored by flexitarians. But brand vp/general manager Jill Dexter acknowledges that the meat substitutes space has cooled down a bit since the pandemic. “We’ve definitely seen some signals [that consumers are moving toward] those more veg-forward recipes,” she says.

Of course, the veggie-forward trend has its roots in the back-to-basics, real food movement, which favors products made with a short list of simple ingredients. Companies such as Blue Zones Kitchen, Austin, Texas, which offers clean label vegan meals inspired by the diets of the longest-living humans, tout products made with veggies, beans, grains and other whole foods — and no preservatives, added sugar or other junk. A related trend called out by several visitors to Expo West is manufacturers’ increasing use of old-school sweeteners such as honey, maple syrup, dates, agave and fruit purees.

“I think there is an overload of ‘free from’ and ‘alternative’ products in the market today that ultimately leave people unsatisfied,” says Mila North, chief marketing officer of Fermented Food Holdings, Madison, Wis. “Consumers are realizing that real, whole foods are the original ‘free from’ [and they] don’t actually require an alternative.” She adds, “I believe there is a movement back to scratch cooking, using more fruits and vegetables, and then just embracing the indulgences and finding balance.”

WHAT’S YOUR FUNCTION?

North also cites growing demand for foods that offer a variety of wellness benefits, including, of course, gut-healthy fermented foods such as Flanagan Farms’ new organic krauts. Although it taps into the back-to-basics trend, this isn’t your mother’s sauerkraut, she says! “What was once perceived as a niche, ‘acquired taste’ product is now experiencing a renaissance, thanks to innovative, fresh, vibrant flavors and formats,” explains North, citing unique varieties such as Roasted Garlic, Dill, Kimchi-Style and Beet. As a result, “ Krauts are no longer limited to just reubens and brats…but can be paired with eggs, layered onto a sandwich, added to a bowl or salad, even blended into a refreshing mocktail or smoothie.”

Other nutrient-dense foods, including those that support specific functions such as immunity, energy or recovery, are also on the rise, says Chuck Cusano, founder and CEO of San Diego-based Pitaya Foods. The company recently debuted a line of “function-forward” ready-to-eat smoothie bowls. While the concept is big in the refrigerated department, especially beverages, “We’re bringing function to frozen,” he says.

‘We’re bringing function to frozen.’

Miami-based Actual Veggies is doing the same thing with its new Super Fries. Described as “the same potato fries you know and love but with added chickpeas and veggies for extra nutrients,” the product boasts more protein and fiber than conventional alternatives, according to the company. (It’s also free of the top nine allergens, another in-demand attribute.)

“Consumers are struggling to get the nutrients they need from their food,” says Actual Veggies co-founder and CEO Jason Rosenbaum. So products that offer added benefits are becoming increasingly popular. “We’re starting to see this trend across categories, but mainly from startups and new brands,” he adds.

In addition to Classic Potato and Sweet Potato Super Fries, Actual Veggies also offers a category first Purple Sweet Potato variety, says Rosenbaum. All three are made with avocado oil, highlighting a growing shift toward seed-free oils. (Beyond Meat recently replaced seed oil in its products with avocado oil as well.) Yes, says Rosenbaum, seed-free oils are more expensive — which is why more companies don’t use them — but they help consumers avoid inflammation and other negatives associated with seed oils.

‘Consumers are struggling to get the nutrients they need from their food.’

UPCYCLING, REGENERATIVE AG ON THE RISE

In an effort to eliminate inflammatory ingredients, Brooklyn, N.Y.-based Roots Farm Fresh also made the switch to (organic) avocado oil, reports co-founder and executive director Alec Warren. Relaunching this month as seed-oil free, the collection of fries, croutons and “toast” is also made from upcycled organic sweet potatoes. Three new SKUs made from organic white potatoes left over from potato chip production are coming in Q3, says Rosenbaum, citing growing consumer interest in products that help reduce food waste.

Another new item made with upcycled ingredients comes from Newport Beach, Calif.-based Rebbl, whose new Protein Shakes feature a “first-of-their-kind” proprietary protein blend made with upcycle-certified barley. Enhanced with prebiotics, the refrigerated vegan beverage comes in Milk Chocolate, Vanilla and Cookies & Crème flavors. “Our goal is to deliver an accessible, high-protein, functional beverage that prioritizes sustainability without compromising on flavor or quality,” says Andy Fathollahi, CEO of Rebbl parent company SYSTM Foods.

Along with upcycling, regenerative agriculture is also grabbing headlines, thanks in part to the efforts of companies like Alec’s Ice Cream, Petaluma, Calif., owner of the market’s first regenerative organic ice cream brand. Made with gut-friendly A2 dairy, Alec’s is welcoming nine new flavors to its lineup this month, including a Palm Spring Banana Chocolate Date Shake variety that took home a 2024 NEXTY Award in the certified regenerative product category.

Demand for global flavors — especially from younger consumers — is through the roof, with ethnic-inspired options popping up in categories from ice cream to entrees.

While consumers are clearly concerned about the future of the planet, they also yearn for the simplicity of the past, evidenced by the popularity of “retro” flavors and products — often with a healthy, modern twist. The “newstalgia” trend is reflected in products such as almond flour Buttermilk Biscuits from Denver-based Cappello’s, fruit-and veggie-packed Chocolate Zucchini Bread and Apple Cinnamon Cobbler Mini Waffles from Chicago-based Evergreen, and a new Neapolitan dairy-free frozen novelty from Austin, Texas-based GoodPop.

At the other end of the spectrum, demand for global flavors — especially from younger consumers — is through the roof, with ethnic-inspired options popping up in categories from ice cream to entrees. Korean cuisine is particularly hot. Bao buns, kimchi, gochugang and kimbap (a seaweed rice roll flavored with sesame oil) are everywhere. In fact, an organic Kimbap Veggie Roll from Ocean’s Halo, Burlingame, Calif., won a NEXTY Award for best prepared frozen product.