The following is an excerpt from the NEXT Forecast, an insider’s guide to where the natural products market is now—and where it’s headed. Drawing from proprietary data sets, expert interviews, in-market case studies and the Natural Products Expos, the NEXT Forecast is the industry’s leading source of forward-looking insights. Learn about this and many other in-market trends laddering up to dominant macro forces in this report.
Fueled by a back-to-basics approach that speaks to a growing awareness of how ingredients and processing affect nutrition, more shoppers than ever are choosing products that contain pronounceable ingredients—no sodium erythorba-whatchamacallit here. Today, the average nutritionist’s—and, increasingly, mother’s—advice is to weed out foods that contain complicated chemicals and overly processed ingredients.
The rise of ancient grains—consumers' awareness of and demand for them, and brands' use of them—is a great illustration of that. Ancient grain usage continues to grow among products launched at Expo West. Below, see the growth in selected heritage ingredients from Natural Products Expo West 2015 through Natural Products Expo West 2016.