America’s #1 Natural Products Trade Show: Expo West 2025: Key Themes and Insights
Expo West, the premier natural foods expo, took place from March 4-7, 2025, at the Anaheim Convention Center in California. This year’s event drew over 65,000 attendees and featured more than 3,200 exhibitors from around the globe. The expo served as a dynamic meeting ground for brands, retail buyers, investors, media, and industry leaders within the CPG ecosystem. The combination of new ideas, great food and beverages, emerging trends, and the Southern California sunshine made it an inspiring experience.
Trade show attendance is a critical component of the trade marketing plan when launching in the US market. Our Green Seed sales and marketing team support our client brands exhibiting at the show, making introductions to important retail buyers and facilitating networking opportunities that help drive US business growth. Personally, having attended Expo West for 13 consecutive years (with the exception of 2021 due to COVID), I wanted to share key observations from this year’s event:
1. A New Era of Discipline
A noticeable shift in industry dialogue defined this year’s show. Brands are increasingly focused on unit economics, retailer profitability, and strategic scaling. The once-prevalent “growth at all costs” mindset has been replaced by a more disciplined approach to expansion. With a sharper focus on differentiated value propositions, consumer engagement, and financial sustainability, this newfound discipline is setting the stage for a stronger generation of brands in the years ahead.
2. Navigating Uncertainty with Agility
Economic uncertainty, influenced by shifting government policies, was a major talking point across the show. From tariff fluctuations to rising commodity costs, brands are no longer viewing these challenges as uncontrollable forces. Instead, they are actively scenario-planning, developing agile responses, and adjusting strategies in real time as new clarity emerges. This proactive approach underscores the industry’s resilience and adaptability in a rapidly evolving marketplace.
3. The Rise and Rise of Insurgent Brands
One of the most inspiring aspects of this year’s Expo was the continued rise of insurgent brands—companies that have been quietly refining their craft and are now emerging as category leaders. Brands like Rip Van Wafel, Goodles, and Violife exemplify this trend, continuously innovating and strengthening their core offerings while strategically scaling through consumer engagement and selective distribution expansion. These brands are proving that sustained success comes from balancing innovation (on their core and new items) with disciplined execution.
4. Protein in Everything
The demand for high-protein products has been growing for years, but the rise of GLP-1 drugs is pushing this trend into overdrive. From protein-dense desserts and yogurts to snacks and ready meals, Expo West was packed with new offerings in this space. A standout newcomer is David, the latest venture from RxBar founder Peter Rahal, which delivers 28g of high-quality protein with only 150 calories—a testament to the continued opportunity for innovation in this category.
5. A Thriving Community
Beyond the product trends, one of the most valuable aspects of Expo West remains the connections forged at the event. The show continues to foster a dynamic community where brands, retailers, and industry veterans come together to exchange ideas, offer support, and provide alternative perspectives. The level of engagement from retail buyers this year was particularly notable, signaling that they, too, are prioritizing brands with strong fundamentals and compelling, differentiated offerings.
Expo West 2025 reaffirmed that while the natural foods industry continues to evolve, its foundation remains rooted in innovation, discipline, and community. As brands refine their strategies in response to market dynamics, those who embrace financial discipline, strategic agility, and authentic consumer connections will be best positioned for long-term success. Looking forward to seeing how these themes unfold in the coming year!
If you have interest in building you US business, exhibiting in any US trade show and would like some inside advice, please email me: sanjay.panchal@greenseedgroup.com
Note: All data and observations are based on the Expo West 2025 event held in March 2025.