6 macro forces driving innovation at Natural Products Expo West 2016
March 2, 2016
Consumers are moving beyond price as their single purchasing filter as a new and complex world of values now influences purchasing decisions. Forward-thinking natural products companies are responding with mission-backed products and business models built around purpose. Trend: Regenerative sourcing practices Product example: Maple Hill Creamery 100% Grass-Fed Whole Milk Kefir Trend: Sustainable packaging Product example: Alter Eco Compostable Quinoa Pouch Trend: Mission-based brands Product example: Waiakea Hawaiian Volcanic Water
Harkening back to the days of pre-industrialized foods and a simpler way of life, natural products companies are focusing on whole, nutrient-dense ingredients and a “closer to nature” approach to processing. Trend: Superfoods 2.0 Product example: Organic Gemini TigerNut Green Detox Horchata Trend: Fermented foods and beverages Product example: Farmhouse Culture Gut Shot Trend: Natural fats Product example: Once Upon a Farm Organic, Cold-Pressed Meals for Little Ones
Transparency has moved from a marketing buzzword to an essential way of doing business, as consumers increasing take note of ingredients, sourcing practices and manufacturing processes behind the products they purchase. Trend: Ingredients upfront Product example: The Honest Kitchen Proper Toppers for Dogs Trend: Traceable seafood Product example: Salty Girl Seafood Wild Alaskan Sockeye Salmon Trend: Transparent packaging Product: Happy Family Clearly Crafted transparent pouches
The role of food and nutrition science is being reframed to embrace the spirit of natural products while addressing societal concerns in a pivot that moves toward rebuilding consumer confidence and meeting new consumer demands. Trend: Clean energy Product example: Rainbow Light Bright Energy Supplement Trend: Microbiome-positioned products Product example: RESTORE Magic Dirt Water for Kids Trend: Beauty from within Product example: NeoCell Derma Matrix Collagen Related Health is not enough for today's natural foods shopper Nutrition advancements usher in personalized diets
A global population of 10 billion will require a serious change in how we go about feeding the world. Natural products companies are rising to the challenge with innovative approaches to sourcing, plant-based nutrition and reducing food waste. Trend: Next-gen plant proteins Product example: SOTRU Vegan Protein Shakes Trend: Repurposed ingredients Product example: ESCOGO Smarter Starter Fluid Trend: “Nose to tail” sourcing Product example: Epic Provisions Beef Jalapeno Sea Salt Bone Broth
The snackification macro force is symptomatic of an always-on culture that is constantly in need of fuel but that also increasingly demands snacks that are convenient, tasty and nutritious. Trend: Savory snacking Product example: Pok Pok Som Turmeric Soda Trend: Vegetables reimagined Product example: Wild Zora Meat & Veggie Bars Trend: Global-inspired convenience Product example: The Perfect Bite Company Kalekopita
The snackification macro force is symptomatic of an always-on culture that is constantly in need of fuel but that also increasingly demands snacks that are convenient, tasty and nutritious. Trend: Savory snacking Product example: Pok Pok Som Turmeric Soda Trend: Vegetables reimagined Product example: Wild Zora Meat & Veggie Bars Trend: Global-inspired convenience Product example: The Perfect Bite Company Kalekopita
New Hope's content and research team will be tracking the following macro forces and related product trends at Natural Products Expo West 2016.
Catch an overview of how each natural and organic product category is performing, and dig into three of these powerful macro forces, at State of the Natural Products Industry: Products & Consumer Trends Fueling Growth session, from 12:30 to 2 p.m. Thursday, March 10 in the Marriott Platinum Ballroom 5/6. The session is free to all Natural Products Expo West badge holders.
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