Years ago, Expo West felt like a niche gathering of natural food founders and independent retailers. Today, health and wellness have become a massive industry, and Expo West reflects that transformation. With more than 80,000 attendees, the event now brings together startups, global brands, investors, and retailers all competing for funding, partnerships, and valuable shelf space.
Beyond the scale, the show floor offers a clear snapshot of how brands are responding to evolving consumer lifestyles and food trends. From the rise of GLP-1 medications to a growing aging population and increased demand for ingredient transparency, the food trends emerging from Expo West offer a preview of where the industry is headed next.
PRO-bing the Gut Health Boom
Probiotics were impossible to miss this year. From yogurt products packed with live cultures to fruit snacks and other functional treats infused with probiotics, brands are finding creative ways to incorporate gut health benefits into everyday healthy foods.
Much of this momentum is driven by younger consumers who increasingly view digestive health as a cornerstone of overall wellness. Rather than treating health concerns reactively, these consumers are embracing preventive routines that support long-term well-being.
Data Point to Know
- According to Innova Market Insights, 48% of consumers are interested in gut health supplements, including fiber, prebiotics, and probiotics.
Distribution Evolution
Securing shelf space at major retailers and national natural product chains remains a critical milestone for emerging brands. However, the path to the market is expanding rapidly.
Platforms like TikTok Shop and other social commerce channels allow smaller brands to build audiences, drive sales, and establish credibility without relying solely on traditional retail distribution. Viral content and creator-driven discovery are reshaping how wellness products reach consumers. The growth of this distribution vehicle was in full view at the ExpoWest TikTok Show Health and Wellness Summit.
Data Points to Know
- TikTok Shop is rapidly influencing the natural food and wellness market, with U.S. health and beauty sales reaching $1.34 billion in 2024, representing 79.3% of total platform sales.
- Supplement sales surpassed $1.8 billion globally in 2023, fueled by viral, community-driven content particularly around gut health (+93% YoY) and overall wellness (+64% YoY).
The GLP-1 Effect on Food
The explosive growth of GLP-1 medications is already influencing product innovation. Across Expo West, brands showcased items positioned as “GLP-1 friendly” or “GLP-1 companions.”
Products such as nutrient-dense bone broths, electrolyte beverages, and vitamin-fortified snacks are being designed with smaller appetites in mind. These offerings aim to provide essential nutrients in formats that align with the dietary habits of consumers using weight-management medications.
This shift also raises important questions for retailers and brands: as appetite suppressants become more common, how might household grocery spending change?
Data Points to Know
- Morgan Stanley estimates that 24 million Americans, about 7% of the population, will be using GLP-1 medications by 2035.
- Research from Cornell University and Numerator found that households with at least one GLP-1 user reduced grocery spending by roughly 6% within six months of starting treatment.
Protein Remains King, But Clean Matters
Protein continues to dominate product innovation across categories. However, the definition of “clean” protein is evolving.
Today’s consumers seeking healthy foods are paying closer attention to ingredient sourcing, processing methods, and nutritional transparency. Brands that clearly communicate where their ingredients come from and how they are made are gaining an edge.
Expo West also highlighted a surge in protein-enhanced beverages, signaling continued demand for convenient, functional nutrition.
Hydration Goes Functional
Better-for-you sodas and functional beverages were everywhere, with many brands hoping to capitalize on the momentum from breakout successes like Poppi and broader food trends in benefit-led drinks.
Companies such as Tru, Brainwater, O.ME., and Positive Beverage showcased drinks offering benefits ranging from gut health support to electrolyte-powered hydration and cognitive performance.
Data Points to Know
- The beverage category is growing 2% year over year, according to SPINS data.
- Functional beverages are outperforming that growth, including:
- +16% sales growth for digestive health drinks
- +42% growth for mood-support beverages
- +15% growth for protein-focused drinks
Mushrooms Move Further into the Mainstream
Functional mushrooms continued their steady rise beyond supplements and coffee blends. At Expo West, brands introduced everything from sparkling mushroom beverages to adaptogenic tonics and culinary blends designed to enhance flavor while delivering cognitive and wellness benefits.
Companies like M2 Ingredients, the largest U.S. grower of certified organic functional mushrooms, highlighted how the category is rapidly expanding across food, beverage, and supplement formats.
Data Point to Know
- SPINS data shows “super mushrooms” generating $642 million in sales across food and beverage in 2023, representing 19.5% year-over-year growth.
The Bigger Picture
Taken together, the trends emerging from Expo West reveal a wellness market that is becoming more functional, digital, and personalized. From gut health and GLP-1-friendly nutrition to social commerce and functional hydration, brands are increasingly aligning product innovation with how consumers actually live, shop, and manage their health. For teams tracking food trends, these shifts also show how benefit-led positioning is moving into the mainstream of healthy foods.
For companies looking ahead to 2026 and beyond, the message from Expo West is clear: the future of food and wellness will be shaped by science-backed benefits, transparent storytelling, and new paths to reach consumers. Staying aligned with food trends and the evolving definition of healthy foods can help brands prioritize the right innovations.
FAQ
What does Expo West signal about where food and wellness are headed by 2026?
Expo West reflects a market that’s becoming more functional, digital, and personalized, and showcases evolving food trends. With 80,000+ attendees spanning startups, global brands, investors, and retailers, the show highlights priorities such as science-backed benefits, transparent ingredient sourcing and storytelling, and new distribution paths, including social commerce. Key themes include the gut-health boom, GLP-1-friendly nutrition, functional hydration, “clean” protein, and the mainstreaming of functional mushrooms, all of which align innovation with how consumers actually live, shop, and manage their health.
What’s driving the gut health boom, and how are brands tapping into it?
Younger consumers increasingly view digestive health as foundational to overall wellness and are adopting preventive routines rather than reactive fixes. In response, brands are infusing probiotics into everyday formats—from live-culture yogurts to fruit snacks and functional treats—so gut support fits daily habits. Data underscore the demand: Innova Market Insights reports that 48% of consumers are interested in gut-health supplements, including fiber, prebiotics, and probiotics.
How is distribution evolving, and what role does TikTok Shop play?
While winning national retail shelf space remains pivotal, brands now build momentum via social commerce. TikTok Shop and creator-led discovery allow emerging companies to find audiences, drive sales, and earn credibility without relying solely on traditional channels — a shift spotlighted at the ExpoWest TikTok Show Health and Wellness Summit. The numbers are compelling: U.S. health and beauty sales on TikTok Shop reached $1.34 billion in 2024, accounting for 79.3% of the platform’s total sales. Globally, supplement sales surpassed $1.8 billion in 2023, fueled by viral, community-driven content—especially around gut health (+93% YoY) and overall wellness (+64% YoY).
How are GLP-1 weight-management drugs influencing product innovation and grocery spending?
Brands are creating “GLP-1 friendly” offerings—nutrient-dense bone broths, electrolyte beverages, and vitamin-fortified snacks—designed for smaller appetites while still delivering essential nutrients. The broader impact could reshape household grocery budgets: Morgan Stanley estimates 24 million Americans (about 7% of the population) will use GLP-1 medications by 2035, and research from Cornell University and Numerator shows households with a GLP-1 user reduced grocery spending by roughly 6% within six months of starting treatment.
Which functional categories are outperforming, and what does “clean” protein mean now?
Protein remains a top driver, but “clean” now emphasizes ingredient sourcing, processing methods, and transparency—brands that clearly communicate origins and manufacturing have an edge. Functional hydration is also booming: better-for-you sodas and benefit-led beverages (from brands like Tru, Brainwater, O.ME., and Positive Beverage) are scaling. SPINS data shows the beverage category up 2% YoY overall, with functional segments outpacing overall growth: +16% for digestive health drinks, +42% for mood-support beverages, and +15% for protein-focused drinks. Meanwhile, functional mushrooms are moving mainstream across sparkling drinks, adaptogenic tonics, and culinary blends. M2 Ingredients, the largest U.S. grower of certified organic functional mushrooms, exemplifies the category’s expansion; SPINS reports “super mushrooms” generated $642 million in 2023 across food and beverage, up 19.5% YoY.
