March 2024: Bringing the Best of Expo West to your Inbox

Happy Spring! Hope everyone is feeling the fever.

I’m back with a special trend edition from a CPG mecca, the Natural Products industry’s place to be seen, do deals and eat/drink until… you just can’t.  

I’ve shared before that trends don’t just pop out of nowhere, they percolate on a slow burn…then suddenly explode. In my whirlwind few days last week I found treasures on every part of that curve.

So here are my picks of the many enduring and exciting trends from Expo. Please read to the end, then SHARE or REPLY to tell me which of these trends intrigues, mystifies or annoys you!

Mushroom Mania continues! The many cognitive and mood benefits of functional mushrooms were on full display—in drinks, powders, gummies, snacks, teas, soups. It’s no longer a question of whether to Shroom, but to find the blend that’s right for you.

And beyond the Shroom Boom, the options for focus, concentration, creativity, and memory are abundant from Birth to Boomers. Soon we’ll all be so productive and brilliant we’ll be fighting over Nobel Prizes.

Women’s Health: Not a Moment, a Movement.

My favorite trend has fully arrived. What it shows is that there’s no reason anyone with “lady parts” or “lady issues” should be left wanting. As the space continues to proliferate, brands will target by lifestage, lifestyle,condition, hero ingredient, and combinations thereof. Watch out—XX chromosomes in da house!

Male Grooming is Booming

Soaps, wipes, deoderant and skincare brands for guys bring fun and attitude, poising this segment to capture more share of shelf and wallet. Some men’s brands are also reachin gout to the ladies in a land grab for as much of the population as possible. Isay let the dudes have it—they need it. Now there’s officially no excuse to stink. Ever.

Grain and Gluten Free Snacks go Gangbusters

Plant-based, vegan, and grain free snacks aren’t new. But a flock of new brands offering infinite combinations of legumes, flours, seeds and nut flours are out to convince us to never touch the Oreos, Ritz or Cheez-Its ever again. Among other unanswered questions of the universe, I’m still not sure which is “healthier”: inhaling a bag of these guiltless snacks, or savoring a couple of the full fat, high sodium ones we grew up on. (Trick question—eating just a couple is impossible).

No Alc Mood Drinks hit the Runway

Designer drinks are here. The colorful, crafted cadre of Mocktails, fermented Tonics and Elixirs offer the cache and badge value of handbags and shoes sans the alcohol.What’s not to like about these calm/happy inducing concoctions? Just don’t spill on your Birkin bag or pristine white sneaks while guzzling.

Biotics Boom: From Pre to Post

Unless you’ve been paying zero attention, you’ve learned that all your body’s health-preserving action happens in the Gut. It’s like an epic rager in your tummy, every day. Pre and probiotics have made their way into our lives, from soda to skincare. But that’s so 2021. In 2024, we’re seeing products incorporate postbiotics for immunity & disease prevention.

(Gut health for dummies cliff notes:Probiotics are the “good” bacteria that keep your gut in balance, aidin immunity, and are generally magic. Prebiotics are the fiber-rich “food” for the probiotics to do their work. The new kid on the block, Postbiotics, are the“leftovers” after your body digests the prebiotics and probiotics and can help slow growth of the “bad” bacteria.}

☕ Energy 2.0 – The Battle of the Boosts

Caffeine is evergreen, but there’s new wave of “gentler” botanical drinks to keep us fully alert without jitters or tons of sugar. They’re beyond the can, with tablets, stick packs and squeeze pouches to jack up on the move.

Regenerative Keeping it Real

Inspiring brands like RIND and Big Picture Foods are working hard to reinvent their supply chains and ingredient sourcing. Annie’s was an OG here, now the new wave will feed thoe Gen Z’s that grew up on “bunny” mac and cheese.

Planet First Personal Care

Brands are finding creative ways to reduce their environmental impact with increased use of super cute paperboard tubes and tubs. From The Humble Co’s toothpaste tablets to bamboo tissues from BimBamBoo, to Here we Flow organic tampons,we’ve got what we need to keep our self care fun, playful, while also compact and plastic free

If you’ve read this far, thanks!  Now, here are 3 things I’d ask of you:

1. Which of the trends are most relevant and inspiring for your business, and WHY?
2. As I look to evolve and expand the content of these emails, I’d LOVE your input on topics, questions, or problems you’re looking to solve!
3. if you’re so inclined, please tell friends or colleagues that might enjoy my musings to subscribe at emcstrategy.com.