At the 2024 edition of Natural Products Expo West, more than 65,000 industry professionals gathered to discover new products on the show floor, which featured more than 3,300 worldwide exhibitors.

"The energy of this year's Expo West was palpable, and I believe will cement 2024 as a positive year for our brands, buyers and community. The thousands of new products on display here, the connections made and the ideas shared, will influence the future of natural, organic and conscious CPG," emphasizes Carlotta Mast, SVP of New Hope Network.

Journey to Plant World

Investment in regenerative and indigenous supply chains, coupled with the use of artificial intelligence to identify novel botanicals, is supporting global biodiversity by introducing myriad novel plants into foods, beverages and supplements. In 2024, more companies will incorporate sustainably sourced, nutrient-dense plants from around the globe into ingredient formulations.

Exploring a New Vegan Landscape

A new wave of plant-based products delivers nuanced, complex flavors, healthful, real food ingredients and fresh branding opportunities. The latest offerings have persuaded many industry insiders that vegan innovation has reached new heights.

Uncovering the Roots of Food

Culturally inspired and heritage-rooted foods aim to recover and represent flavors and perspectives from across the globe. Brands turn to ancestral techniques that embody authenticity, traditional wisdom and diverse cultures, while building bridges between communities and uniting people through shared culinary experiences.

Balancing Mind and Body

Boasting a clean ingredient list is now the baseline for natural and organic beauty companies, which are also infusing function, purpose, health and mindfulness into their products. Beauty-minded companies are connecting wellness with glowing skin, shiny hair and overall healthy aging, bringing a range of sleep, stress and hormone-balancing supplements into the beauty segment.

Identifying New Partnerships

New collaborations have fueled innovation, increased brand awareness and supported mission and sustainability goals. For brands focused on increasing sustainability, upcycling partnerships in particular have proven successful. A relationship flourishes when one brand creates a new product, while the other reduces or eliminates waste from leftover material.