Ingredient Trends

Protein, Everywhere

Protein is no longer confined to traditional sources like shakes and bars—brands are integrating high-protein formulations into unexpected categories. Sauces, pretzels, waffles, pasta, desserts, and cheeses all prominently featured elevated protein levels on packaging, reflecting strong consumer demand for protein-packed options. This trend mirrors the past rise of fiber fortification, showing how brands are rethinking product composition to align with health-conscious shoppers.

Fiber Focus

Brands are increasingly fortifying foods with added fiber, emphasizing benefits for gut health, digestion, and satiety. This trend is evident across multiple categories, from snack bars and cereals to beverages and baked goods, where packaging now prominently highlights fiber content. Consumers, particularly those seeking functional foods, are drawn to fiber’s role in promoting overall wellness. As awareness of digestive health grows, fiber-fortified products are poised to become a staple in the health-conscious shopper’s basket, following the trajectory of protein’s mainstream success.

No Seed Oils

A growing number of brands are marketing themselves as “seed oil-free,” tapping into consumer concerns about refined vegetable oils. Whether avoiding them due to perceived health risks or dietary preferences, shoppers are increasingly looking for alternatives that use olive, avocado, or coconut oil instead. The “no seed oils” claim has become a prominent packaging callout, signaling transparency and ingredient purity.

Dates as a Sweet Alternative

Dates are emerging as a preferred natural sweetener, replacing refined sugars in a variety of products. From snack bars to chocolate alternatives, brands are leveraging the whole-food appeal of dates to market products as better-for-you indulgences. Consumers are drawn to their fiber content, slower glycemic impact, and minimal processing compared to artificial or refined sweeteners.

Mushroom-Based Products

Functional mushrooms continue to expand beyond supplements into snacks, coffee, and wellness beverages. While mushrooms have been a growing trend in recent years, 2025 saw an even greater presence of reishi, lion’s mane, and chaga-infused products aimed at cognitive support, immunity, and stress relief.

Added Fruits & Veggies in Snacks

Many brands are innovating by sneaking more fruits and vegetables into traditionally indulgent categories. Products now boast claims like “half your daily veggie intake in one serving” or “a whole fruit in every bar.” This trend aligns with growing consumer demand for snacks that balance nutrition with convenience.

Product & Market Shifts

GLP-1 Support Supplements & Snacks

The growing popularity of GLP-1 medications for weight management has created a surge in demand for complementary supplements. Brands are introducing products designed to support metabolic health and naturally boost GLP-1 production, catering to consumers who are either using these medications or looking for non-prescription alternatives. This trend highlights the intersection of functional nutrition and pharmaceutical-inspired wellness solutions.

Country & Region Promotion

More brands are embracing their national or regional origins as a key part of their identity. Unique ingredients sourced from specific parts of the world—such as Nordic berries, Peruvian cacao, or Mediterranean olives—are being used to differentiate products and attract consumers looking for authenticity and novelty. This strategy appeals to shoppers who associate regionality with quality, craftsmanship, and cultural significance.

Regenerative Agriculture Claims

Sustainability is evolving beyond organic and non-GMO certifications. More brands are highlighting regenerative agriculture practices that improve soil health and biodiversity. These claims are resonating with eco-conscious consumers who want their purchases to have a positive environmental impact.

Consumer Behavior & Personalization

Personalized Nutrition

Personalized nutrition is rapidly evolving, driven by advancements in wearable technology and AI-driven recommendations. These tools analyze biometrics, activity levels, and even food sensitivities to provide tailored nutrition guidance. AI-driven supplement recommendations are the next frontier, offering customized solutions based on individual health data.

Women’s Health

Brands are increasingly tailoring products to women’s specific health needs, from hormone-balancing supplements to functional snacks designed for different life stages. This marks a shift toward more targeted and inclusive product innovation within the wellness space.

Sales & Marketing Trends

Social Selling & TikTok Shop

TikTok remains a dominant force in eCommerce, but brands are also exploring other platforms like Instagram and Snapchat to drive direct-to-consumer sales. The rapid adoption of TikTok Shop has shown how social commerce can drive impulse purchases, brand discovery, and viral product trends.

Broader Conversations & Cultural Impact

Governmental Health Policies

Policy discussions around health and nutrition were a major theme across Expo West speaking sessions. Ingredient transparency and product sourcing are increasingly on consumers’ minds, fueled by broader political conversations and regulatory discussions. Regardless of political stance, it’s clear that public awareness around food quality and wellness is growing.

Tariffs & Trade Policies

Questions around the impact of tariffs on sourcing, pricing, and supply chain strategies were raised throughout the event. Brands are closely monitoring potential trade policies and considering how they may affect ingredient costs and availability.