New Hope Network is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Natural Products Expo
NaturalProductsExpoShowFloor.jpg

Macro trends to look out for at Natural Products Expo West

Be sure you know these chief macro forces influencing the trajectory of today's food trends before you hit the Natural Products Expo West show floor in Anaheim.

Food and beverage trends in the natural products industry are fast moving, often fickle and sometimes frustrating to track because of their wildly vacillating ebb and flow. What’s more, in the same year trends can be contradictory, favoring ingredients such as whole-fat milk while also lauding the plant-based movement; celebrating grain-free alternatives formulated with nuts and fruit while paying homage to ancient grains such as sorghum, quinoa and teff. Simply put, it can be exhausting to keep up with food trends.

But in an age where modern shoppers can have literally anything they want with a push of a button—be it an exciting new keto nutrition bar or a flight to New Zealand—as retailers it’s important to understand deeply why some trends resonate with consumers while others quickly fizzle and die.

For years, we at New Hope Network have sought to understand where natural trends come from, how they function in the marketplace and why they last—or don’t. To do so, we’ve identified chief macro forces that influence the trajectory of food trends. While trends have a short lifespan, macro forces represent lasting shared consumer values. For example, paleo eating will come and go. But the macro force of Ancient Wisdom, which involves taking the wellness lessons of the past and applying them to the present, will continue to manifest.

As you peruse the Natural Products Expo West show floor, use the following macro forces to inform your stocking decisions.

Here are some of the macro forces you need to know now:

modern-conditions.png

Modern conditions. Twenty-first century living has ushered in new afflictions and consumers are learning how to cope with, prevent or cure modern ailments by reading the latest science-backed research or testing alternative products that will do the job.

Life_of_vitality.png

A life of vitality. The pressure of modern life means we are feeling bogged down and our full selves are suppressed as we grapple with life’s demands. Consumers seek diets to help stave off and prevent disease, treat conditions and optimize how they feel today.

Building_tomorrows_brands.png

Building tomorrow’s brands. To revolutionize stale categories, brands are adding a natural, clean-label take on old product standbys ranging from personal care items to sweet treats.

Earning_consumer_trust.png

Earning consumer trust. Challenger brands are responding to the consumer’s erosion of trust in opaque conventional food systems. New layers of transparency, traceability and verification are emerging.

Material_optimization.png

Material optimization. Brands are adopting reduce, reuse, recycle principles in their business models (not just as a sustainability plan or slogan) resulting in crafty solutions to get the most value from ingredients and materials.

Ancient_wisdom.png

Ancient wisdom. Consumers are fed up with overprocessed low-calorie foods and are relying on the intelligence of past cultures to inform dietary choices from ingredient formulations to processing techniques.

Coping_with_chaos.png

Coping with chaos. Brands are finding new ways to cater to the time-starved consumer with new convenient formats, and in many instances with a healthy dose of functional and nourishing ingredients.

Discovering_ailment_triggers.png

Discovering ailment triggers. Modern diets are responsible for many health issues and consumers are experiencing an array of afflictions; this macro trend involves taking them down a path of discovery as they work to take control and identify triggers.

World_is_Fat.png

The world is fat. Healthy-living brands are responding with alternative solutions for fat and sugar—the two biggest culprits blamed for our growing waistlines.

Agricultural_committments.png

Agricultural commitments. More and more brands are engaging in responsible farming that aims to improve environmental and social practices in supply systems.

Inventive_business_model.png

Inventive business models. Responding to the call for greater purpose and business responsibility, the natural products industry is pioneering creative flows of capital, unique partnerships, ownership models and sourcing practices.
 

Plant_wisdom.png

Plant wisdom. Social, environmental, animal welfare and health concerns have encouraged natural brands to meet consumer demand for alternative ways of replacing or reducing consumption of meat and dairy with plants.

Experiential_experimentation.png

Experiential experimentation. In the name of adventure, novelty or new experiences, new oddities and formats, or new-to-the-U.S. flavors and ingredients, inspire innovation and amplify staple categories. 

TAGS: General
Hide comments

Comments

  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Publish