Insights from Natural Products Expo West 2026

We recently returned from Natural Products Expo West 2026, one of the clearest snapshots of where the food and beverage industry is heading.

Here are the key themes that stood out:

Execution is table stakes

Great products alone won’t win. Retailers expect brands to be fully dialed across operations, supply chain, packaging, and financials. Preparation is no longer optional—it’s expected.

Consumers buy on price, taste, and trust

Price and taste still lead, but shoppers are scrutinizing ingredients, claims, and transparency. Gen Z in particular is buying with trust and values in mind, and brands have only seconds to make an impression at shelf.

Relationships drive growth

Brand building doesn’t happen overnight. Strong connections with buyers and consumers, early engagement, and word-of-mouth remain critical—marketing cannot fix a bad product.

Food is a growing industry

Fruits and vegetables are the largest sector, and dairy is growing quickly. Private label now represents 24% of store offerings. The market faces economic headwinds and a K-shaped consumer spending pattern, with top-tier buyers spending six times more than lower-income consumers.

Wellness is a major growth engine

Consumers are seeking products that support gut health, brain function, hydration, and overall wellness. Functional categories are booming, with gut health up 21x, brain function up 32x, and hydration up 10x. The brands that win are the ones that communicate benefits clearly and simply.

AI is transforming the landscape

From product development to retail media, AI is accelerating how brands operate and how consumers shop. Americans value convenience above most other attributes, and 75% of consumers are open to AI-assisted shopping. Real-time, relevant data is becoming essential.

Simplicity wins

In a crowded market, the brands that break through are the easiest to understand. Fewer SKUs, clear positioning, and straightforward messaging make it easier for both consumers and buyers to say yes.

The natural and organic space continues to grow, but success is more nuanced than ever. The brands that win will combine strong fundamentals with adaptability.