US show signals arrival of a “wholegrarian revolution”

Natural Products Expo West, the world’s largest natural products event, provides a unique ‘aerial view’ of the forces and product trends fueling the growth of the global natural and organic industry.

At this year’s show – staged last week in Boulder, Colorado – three clear macro trends were in evidence, said the show’s organizer:

  • Wholegrarian Revolution: Consumers increasingly want real food over the hyper-processed, nutrient-devoid fare.
  • Transparency: In response to growing consumer demand, forward-thinking brands are building next-generation transparency into their supply chains, manufacturing processes and packaging, as well as business and marketing practices.
  • The Value(s) Brand: Many of today’s best natural and organic companies are aligning their brands with philanthropic missions that benefit the consumer, the industry and the broader society.

Other trends that remain prominent on the US natural and organic scene include gluten- and allergen-free products, sprouted foods, healthy snacks, non-dairy alternatives, vegan and paleo offerings, and healthier, cleaner kids’ products.

“The natural and organic market is at the centre of many of the most important and positive changes happening in food, nutrition and wellness,” said Carlotta Mast, senior director of Content and Insights for New Hope Natural Media, and editor-in-chief, Natural Foods Merchandiser.

“We face significant lifestyle-related health problems, including obesity, diabetes, heart disease and mood disorders, and many of the solutions to these problems were on display at Natural Products Expo West.”