Five Trends to Watch: An Expo East Recap

Content provided by Naturally Network partner SPINS

Expo East returned to Philadelphia with even more vendors and attendees than last year—and more great products to discover. The show kicked off with the Natural Products Expo East Pitch Slam, which was the culmination of months-long mentorships between SPINS experts and Naturally Network. After hearing fantastic pitches from some of today’s emerging brands, the winner was Gear Hugger, a multipurpose household lubricant that works for repairs around the house or on outdoor adventures. Founder Checo Diaz’s impressive pitch about the purpose of his plant-based, non-toxic product earned him a prize that includes a SPINS data package worth $15,000. It was a great way to kick off one of the industry’s week’s of the year! Check out our full recap of Expo East here.

Once we got inside the show hall, we walked every aisle, had fantastic conversations with retailers, brands, and suppliers, and—most importantly—enjoyed as many samples as possible. Although it’s impossible to convey the energy and excitement we experienced throughout our time at Expo East, here are the top trends we expect to see more of:
 

1. Sleep Aids and Mood Boosters

The VMS aisles offered ingredient combinations that targeted specific shopper needs, the most common being sleep aids and mood boosters. Forms like patches and ready-to-drink beverages were the most common new items to address sleep and mood. According to SPINS data, sales for calmative and mood support supplements have grown 28.7%; within sleep supplements and calmative and mood support, patches have grown a noteworthy 244%.

2. All-day Hydration

We saw sports beverage and supplements brands offering drinks, powders, and tablets that have lower potassium and sodium content that bodies can efficiently absorb. Because performance-focused powders and beverages are meant to hydrate athletes quickly, they are not effective ways to take in electrolytes and other nutrients during sedentary periods. This year, hydration options you can sip on all day were everywhere. Considering that sports and hydration drinks are up 15.9% and hydration and electrolyte VMS products are up 122.9%, these products are clearly attracting a large segment of untapped shoppers.

3. Mocktails and 0ABV Innovation

In addition to classic zero-proof options like beer and sparkling drinks, we saw ready-to-drink cocktails (mocktails), mixers, and liquors that have the look, aroma, and taste of their alcohol-based counterparts. Sleek designs and packaging made 0ABV products look at home on a bar shelf or in the fridge.

4. Sustainability In Every Aisle

Sustainability has taken center stage for brands and consumers. In many booths, sustainable sourcing and production were core to the brand’s messaging—from being part of the product’s name to dominating the front packaging. Plus, it was often part of the packaging itself. This trend was prevalent across grocery categories, including meat, chips and snacks, plant-based items, and water.

5. Functional Ingredients for All Occasions  

If this year’s Expo East is any indication, functional ingredients are at a tipping point. Seemingly every aisle on the show floor had a product with functional ingredients: coffee, candy, snacks, baby food, breads, frozen desserts, plant-based proteins and body care. From chocolates to superfood sodas, shoppers can easily find products that are delivering flavor and addition wellness benefits. 

Between now and next year’s Expo, these trends are sure to grow. Keep an eye on these trends as they pop up throughout store aisles and as shoppers increasingly ask for more natural options that fit their needs.