Expo West 2026 showcased significant trends in health and nutrition. This year’s focus shifted from just flavors to how food impacts our overall well-being—physically and emotionally. Mintel’s insights were evident across various products, making this year notable for several key areas.
Here are some standout trends from the show:
1. Fiber is Finally Getting the Attention It Deserves
Fiber was a hot topic at Expo West. Brands are moving beyond the idea of fiber as just a supplement. Instead, they’re presenting it as essential for everyday nutrition. Here’s how:
- Everyday Essential: Companies like Supergut are setting the stage by marketing fiber as a must-have for health, not just a fix for problems.
- Modernizing Legacy Foods: Products like Sunkist’s prunes show how traditional high-fiber foods can be updated to meet modern tastes, with big names like PepsiCo featuring fiber in their popular snacks.
- Making It Relatable: Brands like Belli Welli are using humor to connect with younger audiences, making fiber-friendly products approachable.
These developments illustrate how fiber is shifting from a necessary nutrient to an inspiring one. Exciting potential lies within areas previously overlooked.
2. A New Era for Digestive Wellness
Mintel predicted a broader focus on digestion, and Expo West confirmed this. The stigma around talking about digestive health is fading, as more brands address it openly. Key examples include:
- Fody’s foods that ensure “no digestive triggers” cater to everyone wanting comfort, not just those on specific diets.
- Pacha’s buckwheat sourdough claims to produce “bread without the bloat,” directly tackling common consumer complaints.
- Brands like Lily of the Desert are showcasing gentle, natural digestive supplements.
The industry is gearing up for more innovative solutions targeting specific digestive challenges, indicating a significant evolution in consumer attitudes.
3. Focus on Muscle Over Weight
This year, the conversation has shifted. Instead of just weight loss, there’s a growing emphasis on muscle gain. Although references to medications like GLP-1 were quieter, brands are leaning into promoting dietary patterns that support muscle health. You can see this in:
- The rise of protein-filled options, including new formats like bars and drinks.
- Creatine, once limited to sports nutrition, is being integrated into a variety of everyday products.
- Lower glycemic products that subtly support metabolic health without overtly advertising their benefits.
This focus reflects consumers’ desires to stay strong and healthy, underscoring a shift towards strength and function in diets.
4. Health Movement and Ingredient Expectations
The MAHA (Make America Healthy Again) movement is reshaping consumer expectations for ingredients. At Expo West, this was evident in:
- Efforts to promote “real food” over ambiguous labels like “clean” or “natural.”
- Exciting new textures and appearances that engage the senses, making health fun.
- A shift towards healthier fats and less reliance on seed oils.
This movement signals a strong demand for health-focused products grounded in simplicity and transparency.
5. Texture Takes Center Stage
This year, texture became a major differentiator in products. Rather than just flavors, brands explored new textures. Examples include:
- Humm’s nitro kombucha and Esprizo’s sparkling espresso.
- Modern twists on classic foods, such as Tosi’s crispy snacks.
- Innovations in familiar categories, like bubble tea.
Exciting textures help create memorable experiences, resonating with consumers’ cravings for something new.
6. Signs of Economic Sensitivity
The show reflected consumers’ cautious spending. Comfort foods like pizza and noodles took the spotlight, serving as affordable indulgences. A lack of bold flavors hints that many brands are being mindful of costs, with simple, recognizable flavors making a comeback. These choices bring comfort amidst uncertainty, reflecting nostalgia’s appeal during challenging times.
7. Mood Matters in Branding
This year, brands are focusing on how food can affect mood. From products designed for energy and calm to enhanced brand experiences, the emphasis is on emotional connection. Examples include:
- Bear Maple Farms’ clean soda for mental energy.
- Recess’ non-alcoholic mood drink.
- De Soi’s social spritzes.
This shift suggests a desire for food to not just nourish but also uplift, echoing a broader human need for authenticity in a tech-driven world.
In summary, Expo West 2026 highlighted evolving consumer needs for health, happiness, and connection. Trends like fiber, digestive wellness, and mood-focused branding signal where the industry is headed. Brands that adapt to these insights can create meaningful products that enhance our daily lives.
For more insights into food trends and how they can shape your brand, check out Mintel’s resources on health and wellness in the market.
