Another Natural Products Expo West is in the books. And as you’d expect, it was the biggest one we’ve been to with 3000 exhibitors this time showing off the latest in supplements, sustainable products, organic food, and beverages.
With all of this action, a record-breaking 60,000 attendees descended on the Anaheim Convention center to learn about the latest innovations, trends, and products. Best in Nature attends every year to keep up with the latest and greatest ingredients and research. This helps us make sure we can provide you with the best supplements we can.
What’s the Big Deal About The Natural Products Expo?
There are multiple trade shows to attend every year, even in the health and nutrition space. So why go to Expo West?
In short, this is The Big One. Since their inception in 1981, Natural Products Expo has become the biggest natural health products expo in the world. People come from across the entire globe to see the latest and greatest at Expo West.
5 Fast Takeaways from Expo West 2026
Beyond Ultra Processed Food
Ultra Processed Foods are rightfully drawing negative attention from consumers. But that has makers of natural products asking “what’s next?”
Previously, clean ingredients were enough. But the greater emphasis on processing has manufacturers doing research and talking to customers about what they prioritize and try to avoid.
Great Ingredients Also Still Need to Perform Well
People are no longer willing to sacrifice effectiveness for simple ingredients.
The common wisdom used to be that people would sacrifice effectiveness for clean, natural ingredients (the example you may be most familiar with is that natural shampoos without sulfates have less foaming action so they feel like they don’t clean as well). But no more! The most recent surveys show people want clean products that are just as effective.
When asked to weigh which they care about more, consumers are evenly split.
Fiber’s Time in the Functional Food Spotlight
For many years now, it’s been protein protein protein. But according to the American Society for Nutrition, over 90% of Americans don’t consume enough fiber, and that’s a problem.
Fiber contributes to gut health, blood sugar management and satiety. Brands and people are discovering that fiber isn't just a "nice-to-have" it’s a nutrient we can’t ignore.
Better-Serving Those with Food Allergies
33 million Americans live with life-threatening food allergies—and nearly 85 million people are impacted by these food allergies when factoring in households, service-providers like school cafeterias and other manner of caregivers.
As a result, the natural products industries are going to look for ways to produce products with fewer allergens. Additionally, production processes will get tighter to reduce the potential for cross contamination of allergens.
Fermentation is the Future (Surprisingly?)
This method of preservation is probably something you think of as old-fashioned but it could be the future of food manufacturing.
As brands move away from ultra processing, fermentation provides some alternatives for creating alternative sweeteners and functional foods without ultra processing. This allows for more resilient food systems and less overall processing.