The Natural List–Fad or future: current trends in CPG

Which industry trends will stand the test of time? Tune in to find out what our team of experts have to say.

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith are joined by Startup CPG’s Founder Daniel Scharff to discuss popular innovations in natural CPG and their potential “shelf-life” with consumers. From CBD (anything) to spicy flavors and adaptogenic baked goods, we’re peering into our CPG crystal ball and offering up our industry predictions and the rationale behind them. 

Listen in and play along with “Fad or Future” and compare your forecast to ours!  

Headed to Newtopia Now? Don’t miss our Buyerside Chat with Whole Foods Market–led by Daniel Scharff.  

In this episode:   

  • 0:20 – Welcome to Daniel Scharff from Startup CPG! 

  • 3:05 - Startup CPG is headed to Newtopia Now. 

  • 7:00 – Who’s ready to play Fad or Future? 

  • 7:10 – CBD for pets. 

  • 8:15 – Spicy is the new sweet. 

  • 12:10 – Perimenopause takes center stage. 

  • 15:35 – Adaptogenic baked goods. 

  • 17:00 – Hydration in its many forms. 

  • 21:00 – Meat is back and dairy too.

  • 22:55 – Mushroom meat? 

  • 24:05 – Restaurants introducing CPG products. 

Enjoy this new episode here and wherever you listen to your podcasts, including Spotify, Apple and Google podcasts.   

Interested in being a guest on The Natural List? Email us at [email protected]

Our guests

Daniel Scharff 

Founder and CEO at Startup CPG 


Daniel Scharff is the founder of Startup CPG, the national community supporting emerging brands. Prior to Startup CPG, he served as head of strategy for FoodTech pioneer Eat Just, Inc., director of global revenue management for Mars Chocolate, and strategy consulting at Deloitte. He holds a degree in Psychology from Kenyon College, an MBA from The Wharton School, University of Pennsylvania, and is lead singer / songwriter for Indie band Super Fantastics. 

Your hosts 

About Jessica Rubino  


Jessica Rubino is a natural products industry expert and content strategist with more than 15 years experience in media, events and natural products. As New Hope Network’s vice president of content, Jessica oversees digital and print content, conference programming and branded content for CPGs, retailers, investors and service providers. Jessica is passionate about using innovation as a force for good and leveraging content to spark the changes we want to see in the world.  

About Adrienne Smith  


Adrienne Smith is the director of content for and the editor-in-chief of Natural Foods Merchandiser magazine where she helps ideate and produce content for natural products retailers, brands and entrepreneurs. Before coming to New Hope Network, she spent nearly two decades writing about food and beverage products and trends for the Spanish Ministry of Foreign Trade in Madrid, Spain, as well as for publications including the International Herald Tribune/New York Times and El País. 

Subscribe and receive the latest updates on trends, data, events and more.
Join 57,000+ members of the natural products community.

You May Also Like