Research

More Bankers Than Hippies: Natural Foods Come of Age

16 March 2015 12:38 RaboResearch

Dressed down paleo-style, Rabobank went indoor nature-watching and trendspotting at the world's largest natural, organic and healthy products event in Anaheim,...

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The Natural Products Expo West started out 35 years ago has a hippy-based counterculture venture, but has now fully embraced the capitalist mainstream where bankers and even private equity are most welcome (as long as they check their suits at the door). Smelling of coconut and ancient grains, the Natural Products Expo West opened doors to 71,000 attendees and about 2,700 exhibitors, including 640 companies exhibiting for the first time. Just as certain sectors in the food industry love to talk about the price of the corn all day, the common conversation starter in the consumer food & beverage space is, ’What are you seeing that’s new’? Here’s our short list in alphabetical order:

Natural, organic & healthy – What’s Hot?

    Ancient grains. Possibly this will be the lasting legacy of the gluten free trend as folk develop a lasting appreciation of wheat alternatives. There was a lot of interest in sprouted grains as well as chia. Coconut. This ranged from coconut water, coconut oil, and foods that tout their coconut derivative credentials including coconut chip snacks, paleo-style coconut ‘corn’ flakes breakfast cereals to coconut chocolate bars. Once maligned for being an unhealthy saturated fat, coconut oil has had a makeover, boosted in part by the paleo diet. Dark chocolate. Another healthy indulgence that was popular. Lots of artisan, small batch bars. Interesting to note that the Press Award went to Justin’s Mini Dark Chocolate Peanut Butter Cups and one of the runner ups was for Brandstorm’s dark chocolate covered chia seeds. Expect to see more indulgence items next year. Ginger. Ginger as a flavor was in everything. Turmeric is also growing in popularity. Gluten-Free. This is still going strong (1/3 of products at show had a gluten free claim) but surely close to its peak? Snack bars. Just when you think there cannot possible be room for another snack bar, along comes another shelf full: Paleo bars, skinny bars, fresh bars (chiller cabinet necessary), heart healthy bars, even bars for pregnant women. There are now snack balls (balls are the new bars?). Tea. It looks like the US is returning to becoming a nation of tea drinkers (hot, not just iced). Teas were everywhere including Kombucha (fermented fizzy tea) which also plays well with the growing interest in probiotic foods. Water. Innovation in water continues including: artichoke, caffeinated, ionized, and olive oil.

Find the full conference summary and full list of what’s hot and what’s not-so-hot at the consumer food & beverage spaces during the Natural Products Expo West.

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