Approximately 50% of Gen X and Millennials now blend conventional and alternative health solutions, broadening the total addressable market for natural products. II. Priority Product Categories for 2026
A professional guide must help buyers evaluate supplier integrity rather than just price. Top trends and retailers at Natural Products Expo West 2026 natural products insider buyer's guide
A major splash on the trade show floor, particularly products addressing perimenopause, menopause, and adrenal support. III. Sourcing & Manufacturing Checklist Approximately 50% of Gen X and Millennials now
The natural channel continues to outpace conventional retail, driven by younger, values-driven shoppers like Gen Z and Millennials. Top trends and retailers at Natural Products Expo
Verification is now non-negotiable. "Natural" remains a broad term, so buyers prioritize brands that define their own standards or use third-party "watchdogs" like EWG Verified , Cosmos/Ecocert , or Leaping Bunny .
Innovation is focused on on-the-go formats like dissolving strips and "taffy-like" chews. Key trending ingredients include creatine , magnesium , and fiber-forward formulas for GLP-1 support.
Protein is "everywhere"—from clear-protein sodas to coffee. There is also a notable shift toward seed oil-free formulations and real fruit sugars over sugar alcohols.
