Industry Events

Exploring the Hottest Trends from Expo West 2024

By BritOn Solutions Group Inc.

March 22, 2024

5 minute Read

The natural products industry gathered en masse last week in sunny Anaheim, California, for Expo West, the premier event showcasing the latest innovations and trends in the natural, health and wellness space. With 512,000 square feet of floor space and more than 3,000 exhibitors, the 67,000+ attendees were witness to several standout trends that were clearly on display, reflecting the evolving consumer preferences and industry advancements.

Expo West also highlighted the significant presence of Canadian brands, adding to the event’s international flair.  Exhibitors from across Canada brought their products to the forefront, showcasing the nation’s vibrant and innovative natural products industry. From water to plant-based protein snacks, sustainable coffee to the best in household products, Canadian brands demonstrated their commitment to quality, sustainability and wellness.


Let’s delve into the top trends that stood out to us at the 2024 show.


  1. The Plant-Based Revolution Continues: Plant-based products continued to steal the spotlight, reflecting the growing demand for sustainable and cruelty-free options. 

From plant-based meats and dairy alternatives to innovative plant-derived ingredients, Expo West showcased the industry’s commitment to offering delicious and nutritious plant-powered alternatives for every palate. 

Inclusivity and sustainability were obvious, as showcased through the wide array of ethnically-inspired, diverse options.


  1. Functional Beverages Take Centre Stage: Functional beverages continue to surge in popularity, with brands introducing a plethora of drinks designed to enhance health and well-being. Whether it’s adaptogenic elixirs, vitamin-infused beverages or probiotic-rich kombuchas, Expo West attendees were treated to a wide array of functional beverages targeting various wellness needs.



  1. Cognitive Health Comes into Focus: Brain health has emerged as a priority for consumers, driving innovation in products designed to support cognitive function and mental well-being. Expo West showcased an array of brain-boosting supplements, functional foods and beverages formulated with ingredients known for their cognitive-enhancing properties, catering to consumers seeking to nourish both body and mind.


  1. Healthy Snacking Takes a Leap: Expo West witnessed a significant emphasis on healthy snacking options, reflecting the growing demand for convenient yet nutritious snack foods. 

Brands showcased a diverse range of snacks, including protein-packed bars and puffs, no-sugar-added treats and innovative combinations of health benefits, catering to consumers seeking to make better snacking choices everyday.


  1. Functional Benefits Mash-Up: Brands at Expo West embraced the concept of combining or stacking multiple health benefits into a single product, catering to consumers seeking holistic solutions to their wellness needs. From high-protein snacks with no added sugar to antioxidant-rich beverages fortified with vitamins and minerals, exhibitors showcased products that offer a synergistic blend of health-promoting properties. The focus on women’s health was more prevalent, and products supporting wellness through life stage changes garnered well-deserved attention and greater accessibility.


  1. Transparency, Traceability and Sustainability: In an era where consumers prioritize transparency and traceability, Expo West exhibitors highlighted their commitment to sourcing high-quality, ethically sourced ingredients. Brands showcased initiatives aimed at providing consumers with greater visibility into the sourcing and production processes, fostering trust and accountability.  There were more products than ever that had the Upcycled certification, and the focus on doing right for the individual and the planet was inspiring.


As Expo West 2024 drew to a close, it was evident that the natural products industry continues to evolve and innovate to meet the ever-changing needs and preferences of consumers. From plant-based innovations to functional beverages, healthy snacks, and sustainable solutions, Expo West served as a source of inspiration for brands, retailers, and consumers alike, driving forward the collective mission of promoting health, sustainability and well-being for all.


BritOn Solutions Group Inc. is a boutique sales and marketing consulting agency with advanced expertise in crafting comprehensive, multi-disciplinary strategies that deliver profitable revenue and growth for Consumer Packaged Goods (CPG) companies, brokers and retailers. Visit to learn more and follow us on LinkedInFacebook, Instagram and Twitter.


*Photos & images courtesy of Chris Rodkin

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