Top Food & Beverage Trends from Expo West 2025

This year’s Natural Products Expo West, the industry’s largest trade show, included more than 3,000 exhibiting brands, including 30% making their Expo West debut. The event showcased the latest trends shaping the future of food and beverage. Here’s a closer look at some of the top trends from Expo West 2025 that will likely define the year ahead.

1.    Women are Leading the Future of CPG
One of the most inspiring takeaways from Expo West 2025 was the increasing leadership of women in the food and beverage industry. No longer just the primary shoppers, women are leading brands, making strategic decisions, and driving innovation in the boardroom.

2.    Protein is a Market Mainstay
Protein remained a top trend, with brands emphasizing protein content across various product categories. Beyond traditional high-protein foods, innovations in animal-based proteins—especially chicken and egg-based products—drove excitement.

3.    Functional Beverages are More Than Just Hydration
Hydration and caffeinated beverages continue to serve as key vehicles for functional benefits. Companies are moving beyond traditional electrolytes, infusing beverages with micro and macronutrients to enhance health benefits. Functional coffee and tea brands are also capitalizing on consumer demand for improved wellness through daily routines. Some of these beverage products are also HSA-approved, making them more accessible and reinforcing their credibility in the health space.

4.    Personalized Nutrition & Clean Beauty are on the Rise
Consumer demand for personalized health solutions continues to surge, particularly in women’s health and supplement powders. The promise of tailored nutrition is evolving, with new innovations bridging the gap between food and wellness. Simultaneously, the clean beauty movement is expanding its influence, with skincare, cosmetics, shampoos, and soaps gaining traction. More brands are prioritizing clean formulations and accessibility, reinforcing a holistic approach to health and self-care.

As the natural products space continues to evolve, the brands that will lead are those with strong foundations, distinct positioning, scalable strategies, and the ability to meet shifting consumer demands. The future of food and beverage is not just about trends—it’s about transforming innovation into lasting success.