We recently had the opportunity to visit Expo West in Anaheim – the largest natural and organic trade show in the US. With over 3,000 exhibitors spread across several halls, the Expo is a real showcase for food trends, innovations and brands with attitude. What particularly fascinated us about this trade fair: In the USA, food is more than just enjoyment. It is part of a lifestyle, an expression of identity – and often a means of self-optimization.
Food for the mindset boost
Many products aim to balance body and mind, whether through ingredients that strengthen the immune system, promote concentration or promise mental balance. And it all comes in surprising formats: Gummy drops with adaptogens, coffee substitutes with mushroom extracts, shots with herbal active ingredients or lemonades with a mood boost. Here, food becomes a functional unit for body and mind – with products designed to specifically influence our mood or performance.
Mushrooms: From the forest floor to superfoods
One trend that ran through the entire trade fair: mushrooms in all varieties. Whether as potato chips, jerky, capsules or finely ground in chocolate or drinks – mushrooms such as reishi, chaga or lion’s mane are celebrated for their adaptogenic active ingredients. They are considered natural helpers for stress resistance, focus and immune defense – and are therefore perfect ingredients for the new generation of functional foods.
Avocado as a health promise
Another favorite of the trade fair: Avocado oil. Whether as an ingredient in dressings, potato chips or other snacks – avocado stands for “good fats”, clean eating and a healthy lifestyle. The oil is becoming a flagship for products that combine conscious enjoyment with functional added value.
Hydration with attitude
“Stay hydrated” is more than just a hashtag – it’s a lifestyle. This was reflected in the large number of mineral waters, near-water drinks and soft drinks, which are not only stylishly packaged, but often come with additional benefits: be it for skin, intestinal flora, energy or sleep quality.
Brands that stand out – with names you won’t forget
What struck us in particular: The brands are bold, loud and self-confident. Want a few examples? Mudwater – coffee alternative with mushrooms. Death Wish Coffee – for a particularly strong caffeine kick. Uglies – potato chips made from “imperfect” potatoes. Wicked Crisps – healthy snacks with a cheeky name. These names not only attract attention, they also tell stories and get to the heart of the matter – something that makes all the difference in a crowded market.
Conclusion: Natural. Loud. Different.
Although this is a trade fair for natural and ecological products, the trade fair appearance is anything but reserved. On the contrary: bright colors, TikTok-suitable performances at the trade fair stand, animated displays and show interludes characterize the image. Expo West shows how the market for natural products is changing: from a niche to a lifestyle statement. Health, sustainability and indulgence go hand in hand with bold design, clever storytelling and a good dose of pop culture. We are taking a lot of impressions with us – and are excited to see which of these trends will soon take off here too.