7 emerging natural products trends spotted at Newtopia Now

Clocking in at over 7,000 attendees and 560 exhibiting companies, the first-ever Newtopia Now was a whirlwind of an event. With 180 of those brands exhibiting at a trade show for the very first time, Newtopia Now spotlighted natural companies that progressed healthful formulations, ingredient sourcing, mission and more.

When we weren’t stanning over star chef Carla Hall or Blue Zones founder Dan Buettner, New Hope editors scoured the show floor to identify emerging trends across the four exhibit-hall neighborhoods: Glow, Represent, Thrive and Regenerate.

From farmer partnerships to punchy packaging that looks nothing like the sad beige natural products of yore, explore these seven standout trends from Newtopia Now.

1. Everything’s coming up protein

Protein has long been a trending macronutrient, probably for its association with weight management, health and satiety. At Newtopia Now we saw an explosion of protein-enhanced products, such as pasta, pasta sauce, sandwich wraps and even hot sauce.

What’s fueling this newfound enthusiasm for America’s favorite gustatory compound? Well, we’re not sure. One guess is the growing popularity of semaglutide. Because semaglutide drugs such as Ozempic and Wegovy reduce appetite, eating protein-infused foods may simplify consuming important nutrients one needs while on a weight loss journey.

Another guess is convenience: Products that contain added protein reduce overall cooking time, making mealtime easier.

Examples: Flourish Protein Pancake & Waffle Mix, Sturdy Sauce, Equii Rigatoni

2. Maker movement gets savvy

Artisanal brands—think umami-packed sauces, from-scratch frozen pizzas, meticulously crafted body care and a range of other natural delights—thrived at Newtopia Now. What stood out this year? These brands are more retail-ready than ever. With beautiful branding, sustainable packaging and clearly articulated founding stories, the maker movement has undergone a business-savvy transformation.

Examples: Butter & Me, pi00a, Ora Cacao

3. Direct partnerships with farmers

Brands showcased their close relationships with farmers throughout the week. For example, the snack brand Lil Bucks highlighted the Minnesota-based A Frame Farms, which plants Regenerative Organic buckwheat as a cover crop. We also learned about farmers' relationships with brands, food service providers and retailers from chefs Eric Skokan, Kelly Whitaker and Sarah Jones, who owns Jones Family Farms in Hooper, Colorado. Whitaker, who has restaurants in Denver and Boulder, Colorado, is the 2024 James Beard Outstanding Restauranteur. Jones sells directly to retailers such as Whole Foods Market and is a proponent of these close farmer relationships.

Such partnerships, we learned, play a key role in helping farmers produce more Regenerative Organic and USDA Organic ingredients. This is a trend we’re eager to see a whole lot more of!

Examples: Spring Creek Quail Farms, Freshwater Farm, RedCamper Picnic Supply

4. The power of science

Increasingly more brands are relying on science (and talking about it!) to power their products. Whether it be researched-backed branded ingredients or clinical studies that demonstrate product efficacy, supplement companies aren’t just leveraging science to formulate products—they’re also communicating this science to consumers.

This tactic suggests that supplement consumers are discerning and savvy, and they have a lot of choices when it comes to supplement options. In crowded supplement aisles, spotlighting science may give brands a competitive market edge. 

Examples: MOSH, PPO Lab, High Level Science Medical Grade Supplements

5. Mushroom magic

No, not magic mushrooms. Functional mushrooms! We’ve tracked the rise of mushroom-infused foods for several years now, and clearly, this trend shows no sign of slowing.

Brands at Newtopia Now got creative by adding mushrooms into nearly every type of food category, including beverages, chocolate, tea and coffee. We’re particularly excited about the prevalence of USDA Organic mushroom products—all three of the examples below contain organic functional mushrooms. We can’t help but wonder… where will mushrooms sprout up next?

Examples: Dirty Supplements, Melting Forest, Mālama Mushrooms

6. Punchy packaging

Remember when natural food packaging was pretty much only beige with a sprig of green to communicate “healthfulness?" Oh, how times have changed!

Across every neighborhood at Newtopia, we continued to see an explosion bright, thoughtful package designs that leaned into brand storytelling. In the aisle, natural companies know that packaging is the most important tool brands have to tell shoppers why their product is great. In the split-second decision-making process, packaging makes all the difference.

Examples: HeyDay Canning Co., Funky Mello, Narra Milk Tea

7. Modern Ayurveda

Arguably the OG personalization, Ayurveda continues to be a significant trend, especially in the personal care category. Pioneering brands are working hard to make this Indian tradition accessible and relatable to more Western consumers than ever. That means modernizing ancient wisdom in a way that feels relevant to CPG.

We love how the brand Pure Mitti leverages Ayurvedic ingredients such as turmeric, neem, holy basil and vetiver to target modern stressors. Its Turmeric Face & Body bar soothes inflammation-prone skin; the Vetiver Detox bar calms active individuals with its grounding, muscle-relaxing properties.

Examples: Pure Mitti, Black Lotus, BetterAlt