Key Takeaways from Expo West 2025: Trends Shaping the Future of Food & Bev

Natural Products Expo West 2025 was a packed house — 70,000 attendees, over 3,000 exhibitors, and nearly 900 first-time brands. Despite tariff uncertainty, recent economic instability, and shifting consumer spending, the energy was unmistakable: The natural products sector continues to outpace conventional growth, fueled by changing consumer priorities and breakthrough innovation. Consumers are doubling down on better-for-you (BFY) and sustainability-driven brands, with over 2 million new shoppers purchasing natural products in 2024 compared with the previous year. The shift isn’t just a trend — it’s a fundamental change in buying behavior.

Through our conversations on the ground, one thing was clear from our view — BFY and sustainability-driven brands are well-positioned for long-term success. Here are the eight biggest trends we saw and where they’re headed next.

1. Functional Beverages: Still Thriving, but Getting Smarter

The functional beverage boom shows no signs of slowing. Three of the top five fastest-growing food & beverage categories fall within this segment, with consumers increasingly turning to drinks that offer real health benefits. Standout subcategories include:

• Digestive Health (+34%)
• Mood Support (+62%)
• Cleanse & Detox (+17%)

S2G’s Perspective: Differentiation will be key. Brands that pair scientifically backed ingredients with clear, credible messaging will win consumer trust. Expect continued innovation in BFY sodas, gut-friendly tonics, clean energy drinks, and beverages infused with pre‑, pro‑, and post-biotics, as well as functional mushrooms and adaptogens.

2. Hydration: The New Battleground

Hydration has evolved from niche to necessity, with electrolyte-infused drinks, shots, and powders flooding the Expo floor. The category has grown at a staggering 42% CAGR since 2022, signaling strong demand for solutions that go beyond basic hydration.

S2G’s Perspective: The next frontier is science-backed hydration. Consumers are looking for products with optimized electrolyte blends, clean ingredients, and real functionality (think sweat tests and precision hydration/​electrolyte analyses). Winning brands will balance broad appeal with credibility, catering to athletes, professionals, and wellness enthusiasts alike.

3. The Comeback of Animal-Based Protein

Consumers are rediscovering traditional protein sources — whole milk, eggs, dairy, and meat — valuing their bioavailability and minimal processing. Data backs this up:

• Whole milk consumption rose 3.2% in 2024, reversing decades of decline.
• Cottage cheese sales have surged 50% in five years.
• Meat sticks are now a $3 billion category, the fastest-growing snack segment in the U.S.

S2G’s Perspective: The conversation has shifted from ​“plant vs. animal” to clean, transparent sourcing. Both sides are reformulating, with plant-based brands removing unnecessary additives and animal-based brands emphasizing regenerative and pasture-raised claims.

4. Protein Everywhere: A Lasting Shift

Protein isn’t just a trend — it’s a dietary cornerstone. At Expo West, we saw it in everything: waters, breads, noodles, sauces, dips, snacks, even candy. High-protein foods (i.e., over 25g per serving) have grown at 15% CAGR over the past four years, driven by fitness goals and emerging research on protein’s role in longevity.

S2G’s Perspective: The next phase will focus on quality over quantity. Consumers will increasingly demand cleaner protein sources — grass-fed, pasture-raised, regenerative, and organic. Transparency will be key to maintaining trust.

5. The Quiet Rise of GLP‑1 Nutrition

Medications like Ozempic are shifting eating habits. While only 8%-10% of Americans have used GLP‑1 drugs, 30%-35% are interested, and social media conversations linking GLP‑1 and protein have surpassed 60 million views. Expo West reflected this shift with an explosion of high-protein and fiber-packed offerings — but few brands are explicitly marketing to GLP‑1 users.

S2G’s Perspective: Expect brands to get bolder in 2025. As GLP‑1 adoption rises and these medications become more widely accessible, we anticipate a shift from subtle formulation changes to explicit front-of-label claims and dedicated product lines tailored to this growing consumer segment. Brands will need to navigate the balance between targeting GLP‑1 users while also appealing to a broader audience focused on high-protein, fiber-rich, and satiating foods. As the conversation around metabolic health continues to evolve, expect increased investment in research-backed formulations and marketing strategies that highlight the functional benefits of these products.

6. Energy Drinks: The Next Evolution

The energy drink market is now valued at $21.5 billion, growing 9% over the past two years. Big deals (such as Celsius acquiring Alani Nu and Keurig Dr Pepper buying Ghost & C4) signal sustained momentum.

S2G’s Perspective: Consumers are moving away from synthetic caffeine toward alternative and natural energy sources like green tea extract, L‑theanine, paraxanthine, and ketones. The future of energy drinks will prioritize clean-label formulations that provide sustained focus without the jitters and crashes.

7. Regenerative Agriculture: Still Early, but Growing

Regenerative brands had a stronger presence than ever, with over 65 exhibitors and 18.5% growth in certified regenerative brand sales in 2024. Consumer awareness is increasing, but education remains a challenge — 68% of values-based shoppers have heard of regenerative agriculture, but only 37% say they understand it.

S2G’s Perspective: Expect broader adoption as transparency improves and mainstream retailers expand regenerative offerings. While the category is still niche, its momentum suggests a major industry shift in the coming years.

8. The Seed Oil Debate: Gaining Steam

Expo West showcased a growing backlash against seed oils, with brands swapping out canola, soybean, and corn oils in favor of avocado and olive oils. The debate is heating up, fueled by claims that seed oils contribute to inflammation and chronic disease.

S2G’s Perspective: The science remains inconclusive. Some studies suggest health risks, while others (like a recent Harvard study) link plant-based oils to lower mortality rates. As the conversation continues, brands will need to navigate consumer skepticism with balanced, research-backed messaging.

Closing Thoughts

Despite economic uncertainties, Expo West 2025 reaffirmed that better-for-you brands are here to stay. We saw that consumer demand for transparency, functionality, and sustainability is stronger than ever, creating opportunities for companies that can balance innovation with credibility.

Shoutout to Once Upon A Farm, Just Ice Tea, Big Bold Health, and Kuli Kuli—S2G portfolio brands making waves at the Expo!

Stay tuned as we continue tracking these trends throughout 2025.