The US-market of natural and organic products is a $153 billion industry and showing no signs of a slow down. Mainly driven by the consistent growth of consumers demanding natural, healthy and eco-conscious products, it’s no surprise that this mega industry has a plethora of new companies emerging every year.
Last month I had the delightful opportunity to attend the 36th annual Natural Products Expo West, the the world’s largest natural, organic and healthy products event. It was like Charlie in the Chocolate Factory. As a healthy lifestyle enthusiast, I grasped all the natural product consumer trends, channeled my inner Augustus Gloop meets Michelle Phan–indulging in food samples while swatching beauty products. It was a weekend filled with tastings, education and meeting wonderful brands. I was among 77,000 attendees perusing more than 3,000 exhibitors at the Anaheim Convention Center. I didn’t have my Fitbit on me, but I’m sure I logged some serious miles that weekend.
Below is an overview of some consumer trends surrounding the healthy lifestyle products industry.
Back to Our Roots: Quinoa, chia, acai, Kombucha, raw, sprouted, coconut oil–superfood ingredients and preparation techniques that date back to the days of pre-industrialized foods. Brands are focusing on natural, whole and nutrient-dense ingredients. The skincare industry mirrors this trend with using pure ingredients like argan and coconut oil. I met a brand, Cocokind, an organic skincare line centered around using virgin coconut oil and superfoods. Consumers are conscientious with ingredients they eat and use on their body. They are staying away from genetically modified foods, artificial colors, preservatives, parabens and products tested on animals.
The Busy Individual: The always on-the-go individual lacks time, but craves smart and nutritious fuel in-between meals. Think hand-held snacks and drinks that are convenient, delicious and healthy. I like to kick-off my morning with drinking my greens with a Suja Juice cold-pressed juice. On a side note: I’m thinking of doing a juice cleanse to reset my body. Any advice or recommendations for which juice brand to try? A new product I’ve discovered are meat and veggie bars from Wild Zora and Wilde Snacks. It’s healthier than conventional jerkies because they are free from nitrites, nitrates, MSG, not too salty, contain vegetables, use grass-fed, free-range and hormone-free meats. I’m a big snacker and sometimes crave a meaty snack high in protein and low in sodium. Read my favorite snack discovery last year here.
The Socially Conscious Shopper: The today consumers have conscious living woven into the fabric of their lives and making informed decisions by keeping the environment and mission-backed products in mind. They choose purposeful brands with ethical practices and sustainable packaging over its conventional counterparts. I met a brand, This Bar Saves Lives, that donates a life-saving food packet with every snack bar purchased. It’s the “buy one, give one” philosophy, fair trade practices and donating proceeds to non-profits that allow consumers to make an impact with each purchase.
Over the next several weeks I’ll be sharing with you my tried and true favorite products from the expo.